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.
Likely (formerly, South Fork) is an unincorporated community in Modoc County, California. It is located near the South Fork of the Pit River 18 miles (29 km) south of the county seat of Alturas, at an elevation of 4449 feet (1356 m). Located 6 miles north-northwest of Likely Mountain, it is somewhat sheltered from prevailing southwesterly winds, and its microclimate is noticeably dryer and less stormy than surrounding areas. The ZIP Code for the community is 96116.