Officials on Thursday warned against anyone looking to illegally profit from the current public health emergency and said the state’s price-gouging law has been activated.

Attorney General Steve Marshall said Alabama’s price-gouging laws go into effect when the governor declares a State of Emergency, which Gov. Kay Ivey did March 13 amid the COVID-19 coronavirus pandemic. The law prohibits the “unconscionable pricing” of items for sale or rent.

According to Marshall’s office, they have received just 12 complaints so far, spanning from Boaz to Mobile. Six of those complaints relate to higher prices for toilet tissue, two for cleaning supplies, two for bottled water, and two for food items - flour, soda and beans.

“Alabamians should be on guard against those who would seek to prey upon them through price gouging of commodities and services for consumption or use as a direct result of the public health emergency,” Marshall said. “Furthermore, those who seek to profit during this time of emergency through price gouging will be subject to the law.”

Although what constitutes an ‘’unconscionable price’’ is not specifically set forth in state law, a price that is 25 percent or more above the average price charged in the same area within the last 30 days — unless the increase can be attributed to a reasonable cost in connection with the rental or sale of the commodity — would be considered “unconscionable pricing.”

The penalty is a fine of up to $1,000 per violation, and those determined to have willfully and continuously violated this law may be prohibited from doing business in Alabama.

Alabamians who want to file an illegal price gouging report are encouraged to do so via the Alabama Attorney General’s Consumer Interest Division web link: https://www.alabamaag.gov/consumercomplaint, or by calling 1-800-392-5658 to receive a form by mail to complete and return. You may also write the Alabama Attorney General’s Office, 501 Washington Avenue, Montgomery, Alabama, 36130.