Definitions

1. “Actual damages” means all compensatory damages proximately caused by the prohibited practice or act that are reasonably ascertainable in amount. “Actual damages” does not include damages for bodily injury, pain and suffering, mental distress, or loss of consortium, loss of life, or loss of enjoyment of life. 2. “Advertisement” means the same as defined in section 714.16. 3. “Consumer” means a natural person or the person’s legal representative. 4. “Consumer merchandise” means merchandise offered for sale or lease, or sold or leased, primarily for personal, family, or household purposes. 5. “Deception” means an act or practice that is likely to mislead a substantial number of consumers as to a material fact or facts. 6. “Merchandise” means the same as defined in section 714.16. 7. “Person” means the same as defined in section 714.16. 8. “Sale” means any sale or offer for sale of consumer merchandise for cash or credit. 9. “Unfair practice” means the same as defined in section 714.16.