I am not certain if it is an Alberta law or if it is the same around all of Canada. Here in Alberta (for sure) a retailer must have sold the item at what they advertise as their “regular price” in the last month. I have seen companies charged (I specifically remember a store that is a member of the Forzani group.) I am not suggesting that they charge J&L- if their prices are good I guess no reason not to buy from them, but it is misleading.
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"Government is the great fiction, through which everybody endeavors to live at the expense of everybody else." -- Frederick Bastiat
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