Attorney General Jon Bruning

News Release

                                 FOR IMMEDIATE RELEASE                                      Contact: Holley Hatt

                                 September 28, 2007, Noon CDT                                               402.471.2067

Bruning Announces Agreement

North Platte Gas Station to Change Advertising Practices

(Lincoln, NE) Attorney General Jon Bruning today announced Wilkinson Development Inc. will change its advertising practices and pay $15,000 to resolve allegations that it deceptively advertised gasoline to consumers at its Conoco gas stations, particularly in North Platte. Wilkinson Development Inc. is owned by Mark Wilkinson of North Platte.

The Attorney General’s office received complaints that consumers, confused by the advertising, had pumped higher-priced gas into their vehicles when they were expecting the electronically advertised price.

“When consumers see an advertised price they have a reasonable expectation to easily find the pump with that price,” Bruning said. “We appreciate Mr. Wilkinson’s cooperation. Now, his stations will have straightforward signs that identify the price and location of gasoline. This should eliminate consumer confusion at the pump.”

Under the agreement, Wilkinson Development and its owner agreed to change potentially deceptive advertising at its gas stations in Nebraska. When its cheapest gas can only be made available on a limited number of pumps, the company will advertise the price and location of its cheapest gas simultaneously on its electronic sign. Both price and location will be displayed for equal time and in equal size, font and wattage. The pumps dispensing the cheapest fuel will be conspicuously marked. Clear signage at each pump will also direct consumers to the pumps offering the lowest-priced gasoline.

Wilkinson Development will also pay $5,000 each to the North Platte Area Children’s Museum, the North Platte Community Playhouse and the North Platte United Way.

Assistant Attorneys General Leslie Levy and Tom Stine handled the agreement. Negotiations continue with North Platte BP owner Roy Wagner.

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An audio clip about the agreement is posted on the Attorney General’s web site at www.ago.state.ne.us.