Consumer protection refers to the laws designed to aid retail consumers of goods and services that have been improperly manufactured, delivered, performed, handled, or described. Such laws provide the retail consumer with additional protections and remedies not generally provided to merchants and others who engage in business transactions, on the premise that the consumers do not enjoy a sufficient bargaining position with respect to the businessmen with whom they deal and therefore should not be strictly limited by the legal rules that govern recovery for damages among businessmen. The overarching goal is to protect individuals and the interest of the public in general from unfair and misleading activity in business and commerce (such as false advertising and deceptive trade practices) and scams perpetrated by criminals (such as identity theft and pyramid schemes) that harm a substantial number of consumers.
Cool (formerly, Cave Valley) is a small unincorporated community in El Dorado County, California, about 70 miles from Sacramento, the state capital. Cool is at an elevation of 1532 feet (467 m). The population is about 2527, and the community is inside area code 530 with a ZIP code of 95614.