Wisconsin's minimum mark-up law has been used since the 1920s to ensure that residents in Door and Kewaunee counties and statewide are not paying bargain prices on one product and paying more for other goods. The Unfair Sales Act was designed to curb below-cost sales used in hopes of drawing shoppers to more expensive items or as an attempt by some retailers to eliminate competition. Critics, however, say the law is dated and also prevents other products from being sold at lower prices simultaneously. Some lawmakers, like State Senator Andre Jacque of De Pere, say it's time to revise or eliminate the minimum mark-up law because of the changing marketplace.
Supporters of the minimum mark-up law argue that eliminating it would put consumers at a disadvantage. State Senator Dave Hansen of Green Bay said in a statement: “Attempts to repeal the Unfair Sales Act if successful would only put more money in the pocket of giant out-of-state retailers at the expense of consumers and local small businesses. It’s a corporate giveaway plain and simple.”