SB 655 - This act requires Missouri courts to be guided by the policies of the Federal Trade Commission and interpretations given by the Commission and the federal courts in cases relating to unfair practices in merchandising. Recovery in a civil action against a seller for unfair merchandising practices is limited to an amount equal to the difference between the amount paid for the good or service and the actual market value of the good or service and the plaintiff must show that the unfair actions of the seller caused him or her to purchase the good or service. Class action plaintiffs must prove that the unfair actions of the seller caused each class action plaintiff to purchase the good or service. Each plaintiff in a class action suit must submit a statement requesting a specific dollar amount and providing information regarding the nature of his or her loss or injury. The act requires any judgment to identify each plaintiff and his or her individual monetary award. The act authorizes the court to determine an award of reasonable fees for the attorney representing the class of plaintiffs or for any individual plaintiff. This act is similar to HB 902 (2007). ERIKA JAQUES