The Wisconsin Consumer Act and Its Application

"(1) Except as otherwise provided in this section, chs. 421 to 427 apply to consumer transactions made in this state and to modifications including refinancings, consolidations and deferrals, made in this state, of consumer credit transactions wherever made.
(2) For the purposes of chs. 421 to 427, a consumer transaction or modification of a consumer transaction is made in this state if:
(a) A writing signed by the customer and evidencing the obligation or an offer of the customer is received by the merchant in this state; or
(b) The merchant induces the customer who is a resident of this state to enter into the transaction by face-to-face solicitation or by mail or telephone solicitation directed to the particular customer in this state.
(3) With respect to a transaction pursuant to an open-end credit plan, chs. 421 to 427 apply if the customer is a resident of this state and the open-end creditor or a merchant honoring a credit card issued by the open-end creditor, is a resident of this state or furnishes, mails or delivers the goods, services or credit to a resident of this state while the customer is within this state or receives a writing signed by the customer and evidencing the transaction in this state… (421.201)

Chapters 421 to 427 do not apply to any of the following:
(1) Extensions of credit to organizations (s. 421.301 (28)).
(2) Transactions in which all parties are organizations (s. 421.301 (28)).
(3) Charges for delayed payment and any discount allowed for early payment in transactions under public utility or common carrier tariffs if a subdivision or agency of this state or of the United States regulates such charges or
discounts, or if such charges or discounts are made in connection with the furnishing of electric service by an electric cooperative organized and operating on a nonprofit basis under ch. 185.
(4) The ceilings on rates and charges of a licensed pawnbroker if these ceilings are established by statute or ordinance.
(5) The sale of insurance by an insurer, except as otherwise provided in ch. 424.
(6) Consumer credit transactions in which the amount financed exceeds $25,000, motor vehicle consumer leases in which the total lease obligation exceeds $25,000 or other consumer transactions in which the cash price exceeds $25,000. (7) Transactions secured by a first lien real estate mortgage or equivalent security interest.
(8) Transactions in securities accounts or securities transactions by or with a broker-dealer, as defined in s. 551.102 (4), registered under ch. 551.
(9) Leases of motor vehicles that are not motor vehicle consumer leases under s. 421.301 (25m).
(10) Transactions that are primarily for an agricultural purpose, except that this subsection does not exclude transactions that are primarily for an agricultural purpose from ch. 427 and except that this subsection does not exclude credit transactions that are primarily for an agricultural purpose from s. 422.210. (421.202)

(9) “Consumer credit sale” means a sale of goods, services or an interest in land to a customer on credit where the debt is payable in installments or a finance charge is imposed and includes any agreement in the form of a bailment of goods or lease of goods or real property if the bailee or lessee pays or agrees to pay as compensation for use a sum substantially equivalent to or in excess of the aggregate value of the goods or real property involved and it is agreed that the bailee or lessee will become, or for no other or a nominal consideration has the option to become, the owner of the goods or real property upon full compliance with the terms of the agreement.
(10) “Consumer credit transaction” means a consumer transaction between a merchant and a customer in which real or personal property, services or money is acquired on credit and the customer’s obligation is payable in installments or for which credit a finance charge is or may be imposed, whether such transaction is pursuant to an open-end credit plan or is a transaction involving other than open-end credit. The term includes consumer credit sales, consumer loans, consumer leases and transactions pursuant to open-end credit plans. 421.301(11)(11) “Consumer lease” means a lease of goods which a merchant makes to a customer for a term exceeding 4 months.
Cross-reference: See also s. DFI-WCA 1.05, Wis. adm. code. (12) “Consumer loan” means a loan made by a lender to a customer which is payable in installments or for which a finance charge is or may be imposed, and includes transactions pursuant to an open-end credit plan other than a seller credit card. (421.301)"

The Wisconsin Consumer Act is one of the most comprehensive and rigorously enforced consumer protection statutes in the nation. Penalties for violating the Act include recovery of attorneys' fees irrespective of the amount at stake, retention of the item purchased or leased, and recovery of all amounts paid.