AFTER A SERIES OF FALSE HOPES, TOOLS ARE AVAILABLE WHICH ENABLE THE CONSUMER TO FIND JUSTICE IN THE MARKET PLACE. IN ACHIEVING THE LONG-SOUGHT GOALS OF COMPENSATION AND DETERRENCE, THESE REMEDIES HAVE DRAWN FROM TRADITIONAL PRIVATE AND PUBLIC METHODS OF ENFORCEMENT. BOTH THE FTC AND STATE ATTORNEY GENERAL ACTIONS DEPEND ON PUBLIC OFFICIALS TO CHAMPION THE RIGHTS OF THE CONSUMING PUBLIC. BOTH ALSO INCLUDE THE AGE-OLD REMEDY OF CONPENSATORY DAMAGES AS AN INTEGRAL PART OF THE AVAILABLE SANCTIONS. ONCE THE MERCHANT REALIZES THAT HIS ACTIVITIES FALL UNDER THE HOPEFULLY WATCHFUL EYE OF THE PUBLIC AGENCY RATHER THAN THE POWERLESS CONSUMER, HE WILL BE WARY OF ENGAGING IN UNLAWFUL BUSINESS PRACTICES. IF HE DOES, HE WILL BE LIABLE NOT SIMPLY TO AN INDIVIDUAL CONSUMER BUT TO ALL CONSUMERS HE HAS CHEATED. UPON ELIMINATION OF THE PROFIT MOTIVE, THE INCENTIVE TO INITIATE ILLEGAL ACTS DISAPPEARS. (AUTHOR ABSTRACT)