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BEDNO v. FAST

6 Wis.2d 471 (1959)

BEDNO and others, Copartners, d/b/a KING OPTICAL COMPANY, Appellants, v. FAST and others (WISCONSIN BOARD OF EXAMINERS IN OPTOMETRY), Respondents.

Supreme Court of Wisconsin.

March 3, 1959.

Attorney(s) appearing for the Case

For the appellants there were briefs by Goldberg, Previant & Cooper, attorneys, and A. G. Goldberg and Saul Cooper of counsel, all of Milwaukee, and oral argument by Saul Cooper.

For the respondents there was a brief by the Attorney General and Warren H. Resh and John H. Bowers, assistant attorneys general, and William J. McCauley, district attorney of Milwaukee county, and Hugh R. O'Connell, special assistant district attorney, and oral argument by Mr. Resh and Mr. O'Connell.

MARTIN, C. J.

The statutes involved are:

Sec. 153.10 "It shall be unlawful for any person to advertise either directly or indirectly by any means whatsoever any definite or indefinite price or credit terms on lenses, frames, complete glasses or any optometric services; to advertise in any manner that will tend to mislead or deceive the public; to solicit optometric patronage by advertising that he or some other person or group of persons possess superior qualifications...

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