LINCOLN, Neb. -- Nebraska Attorney General Jon Bruning said that North Platte, Neb.-based Wilkinson Development Inc., owned by Mark Wilkinson, will change its advertising practices and pay $15,000 to resolve allegations that it deceptively advertised gasoline to consumers at its Conoco gas stations, particularly in North Platte, Neb.
The AG's office received complaints that consumers, confused by the advertising, had pumped higher-priced fuel into their vehicles when they were expecting the electronically advertised price.
When [image-nocss] consumers see an advertised price, they have a reasonable expectation to easily find the pump with that price, Bruning said. We appreciate Mr. Wilkinson's cooperation. Now, his stations will have straightforward signs that identify the price and location of gasoline. This should eliminate consumer confusion at the pump.
Under the agreement, Wilkinson Development and its owner agreed to change potentially deceptive advertising at its stations in Nebraska. When its cheapest gasoline can only be made available on a limited number of pumps, the company will advertise the price and location of its cheapest gas simultaneously on its electronic sign. Both price and location will be displayed for equal time and in equal size, font and wattage. The pumps dispensing the cheapest fuel will be conspicuously marked. Clear signage at each pump will also direct consumers to the pumps offering the lowest-priced gasoline.
Wilkinson Development will also pay $5,000 each to the North Platte Area Children's Museum, the North Platte Community Playhouse and the North Platte United Way.
Negotiations continue with North Platte BP owner Roy Wagner, Bruning said.
Bruning's office received complaints that consumers, confused by the advertising, said an Associated Press report. Stations in North Platte and Lexington advertised the lower price of an ethanol-blended gasoline that was not available on all pumps. Bruning's office indicated in July the practice was legal, but changed its position after complaints were lodged, also drawing criticism for politicizing the matter (click here to view CSP Daily News coverage).
An attorney for the station owner said the agreement, in which the owner does not admit any wrongdoing, is evidence the practice is legal.
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