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.
Santa Cruz is the county seat and largest city of Santa Cruz County, California in the United States of America. As of the 2008 census estimate, Santa Cruz had a total population of 56,124. It is located on the northern edge of the Monterey Bay, about 72 mi (115 km) south of San Francisco. The present-day site of Santa Cruz was the location of a Native American settlement since ancient times. It was also one of the earliest settlements of the Spanish during the exploration of Alta California in the later part of the 1700s, including a California Mission. During the late 1800s, after California became part of the United States, Santa Cruz became widely popular for its idyllic beaches and coastal redwood forests, establishing itself as a resort community. Santa Cruz is now known for its moderate climate, natural beauty, educational institutions, alternative community lifestyles, and socially liberal leanings. It is also home to University of California at Santa Cruz.