The reach of the Commission's consumer authority is defined by an exception list, and the list is the fact worth carrying. 15 USC 45(a)(2) empowers and directs the Commission to prevent unfair or deceptive acts or practices by "persons, partnerships, or corporations, except banks, savings and loan institutions described in section 57a(f)(3), Federal credit unions described in section 57a(f)(4), common carriers subject to the Acts to regulate commerce, air carriers and foreign air carriers ..., and persons, partnerships, or corporations insofar as they are subject to the Packers and Stockyards Act, 1921".
So the division between this agency and the Consumer Financial Protection Bureau is not "large institutions versus small ones". The FTC Act does not reach a depository institution at all, whatever its size, while the Bureau does. What the Bureau's own $10 billion asset threshold divides is which agency supervises and enforces against a bank, and that is an internal division on the banking side of the line. Read the other way round, 12 USC 5481(14) states that "Federal consumer financial law", the body of law the Bureau administers, "does not include the Federal Trade Commission Act". The two authorities are genuinely separate statutes with separate coverage, and the FTC's side of the market is the non-depository one: retailers, marketers, data brokers, non-bank lenders that Congress did not assign elsewhere, and the great mass of ordinary commerce.
"Unfair" has a statutory test, and it is narrower than the word suggests. 15 USC 45(n) provides that the Commission has no authority to declare a practice unlawful as unfair "unless the act or practice causes or is likely to cause substantial injury to consumers which is not reasonably avoidable by consumers themselves and not outweighed by countervailing benefits to consumers or to competition." Established public policies may be considered as evidence but "may not serve as a primary basis" for the determination. Three elements, all of which must be present. Deception is the other and more commonly used route, and it turns on a material representation or omission likely to mislead a consumer acting reasonably.
Consumer finance rules a household actually meets, which are FTC rules rather than banking rules. The Telemarketing Sales Rule, 16 CFR part 310, is the source of the advance-fee prohibition that governs debt relief services sold by telephone. 16 CFR 444.3, part of the Credit Practices Rule, is the origin of the mandatory Notice to Cosigner and its blunt statement that a creditor may collect from the cosigner without first trying the borrower. 16 CFR part 314, the Safeguards Rule, requires non-bank financial institutions to maintain an information security program and, since May 2024, to notify the Commission of a breach affecting at least 500 consumers. And 16 CFR part 609 implements the free electronic credit monitoring that federal law requires be offered to active duty service members.
Remedies run through court, and a penalty figure should not be quoted from the statute. The Commission proceeds administratively under 15 USC 45(b) and can seek civil penalties in district court under 45(m)(1) against a party that violates a UDAP rule with actual or fairly implied knowledge, or that repeats conduct covered by a final cease and desist order. The statute states a maximum per violation, and each day of a continuing failure counts as a separate violation, but the figure in the statutory text is not the operative one: like most federal civil penalty maximums it is adjusted for inflation on a schedule, so the current amount comes from the Commission's own published adjustment rather than from 15 USC 45.