§ 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.