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.
The village of Cherry Valley, Illinois is a small community in the Kishwaukee River valley, which borders the south east side of Rockford, Illinois. Parts of Cherry Valley lie both in Winnebago County and Boone County, Illinois. The population was 2,191 at the 2000 census. Its current population (2007) is estimated at 3,042. Cherry Valley is part of the Rockford, Illinois Metropolitan Statistical Area.