Price gouging occurs when retailers or other sellers take advantage of the increased demand and insufficient supply of goods and services—often commodities and basic necessities—following a natural disaster, war, civil unrest, or other event, and increase prices beyond a fair or reasonable amount.
In Wisconsin, price gouging is regulated under the Wisconsin Statutes, specifically under Section 100.305. This law prohibits wholesalers and retailers from charging exorbitant prices for consumer goods or services during a period of a declared national, state, or local emergency. The statute defines an exorbitant price as an amount that represents a gross disparity from the average price at which similar goods or services were sold or offered for sale in the local area during the last 30 days immediately before the declaration of the emergency, and not justified by the costs incurred by the seller. Violations of this law can result in penalties including fines and other legal actions. It is important to note that this law is only applicable during a declared emergency and does not apply to regular market fluctuations outside of such periods.