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Nebraska Attorney General Jon Bruning was in North Platte Tuesday and threw down the gauntlet to some local gas stations –- stop posting low prices on large signs when those prices are only offered at a couple pumps.

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Bruning did not like what he found after inspecting two convenience stores at the North Platte intersection of U.S. Highway 83 and I-80.

After receiving numerous complaints at his office in Lincoln, Bruning inspected the stations owned by Mark Wilkinson (Conoco), as well as two stations owned by Roy Wagner (BP).

Bruning was incensed that the stations advertised prices on large signboards to customers, but charged as much as 60 cents more at all but one of their pumps and two of their nozzles. Most customers don’t notice the price difference on the pumps, or don't search out the lower cost pumps, and end up paying as much as $10 to $25 more than expected.

Bruning called it an “absolute travesty.”

Bruning said the state's consumer protection act makes it abundantly clear that "deceptive trade practices are illegal. It's not right and we're not going to stand for it."

Bruning referred to a section of Nebraska's law that forbids businesses from advertising goods with the intent not to "supply reasonably expectable public demand."

He would be happy to press that point in court, he told the Lincoln Journal-Star.

The attorney general said Civil Investigative Demand notices have already been faxed to both owners. He demanded the station owners turn over records and answer numerous questions within 10 days or face lawsuits from the state.

Bruning said he was determined to determine who was deceived and to make it right. He said he was frustrated with the situation.

Bruning said both stations could face fines of up to $2,000 per incident, but said he was unsure how long the practices have been going on.

According to Bruning, his office has received complaints about the I-80 stations in North Platte for a year and a half. In July, his staff fielded complaints almost daily.

Similar practices in Ogallala and Lexington have prompted more complaints, he said.

Mark Wilkinson told the Bulletin it was about marketing and competition.

Wagner said the competition that drove him to the practice.

Letters have been written to the City of North Platte, the Chamber of Commerce and both newspapers locally. Numerous letters to the editors have appeared over the years. Wilkinson told the Bulletin that his store has received about 30 written complaints during the last two years.

The North Platte Bulletin has reported on the situation at least six times in two years.

The Lincoln Journal Star has published two reports on the situation in the last five days.

Bruning said not all North Platte stations practice deceptive pricing. He said stations in town, off the interstate highway, were not the problem. But he said the deceptive pricing, which he witnessed first hand Tuesday, gave the entire state a black eye with out-of-state visitors.