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Through various activities, the New York State Consumer Protection Board (CPB) honors its fundamental purpose of protecting the welfare of consumers in this State. The Agency helps safeguard the interests of consumers through its Do Not Call enforcement and data breach intervention and guidance. Additionally, the Agency protects the public good and the health and safety of consumers by performing product recall checks and working with representatives of industries and trade associations to bolster the marketplace. An important component of the CPB's mission is to prevent New Yorkers from being victimized by scams and to assist them in making wise purchasing decisions. Further, with the continuing threat of identity theft, consumer and business interests are protected by the CPB's Identity Theft Prevention and Mitigation program.