N.Y. Gen. Bus. Law § 39

§ 39. Violations and penalties. 1. The provisions of this article may\nbe enforced by the director of a municipal consumer affairs office, or\nby the town attorney, city corporation counsel, or other lawfully\ndesignated enforcement officer of a municipality or local government,\nand all monies collected thereunder shall be retained by such\nmunicipality or local government.\n 2. Under such procedures as may be established by a municipality or\nlocal government, whenever a violation of this article has occurred, the\nenforcement agency may impose a civil penalty of not more than one\nhundred dollars for each violation.\n 3. Each item offered for sale or sold in violation of section\nthirty-eight of this article shall constitute a separate violation.\n