Section 39. Violations and penalties

1. The provisions of this article may
  be enforced by the director of a municipal consumer affairs  office,  or
  by  the  town  attorney,  city  corporation  counsel,  or other lawfully
  designated enforcement officer of a municipality  or  local  government,
  and   all   monies  collected  thereunder  shall  be  retained  by  such
  municipality or local government.
    2. Under such procedures as may be established by  a  municipality  or
  local government, whenever a violation of this article has occurred, the
  enforcement  agency  may  impose  a  civil  penalty of not more than one
  hundred dollars for each violation.
    3. Each item  offered  for  sale  or  sold  in  violation  of  section
  thirty-eight of this article shall constitute a separate violation.