The holder in due course rule can sometimes have highly inequitable effects on consumers. The rule is particularly problematic in the
consumer debt context where a business offers to finance a consumer purchase by accepting a
promissory note signed by a consumer for part or all of the balance in lieu of tender of the full cash price, then sells the note to a bank (technically, by selling an
assignment of its rights in the note) in order to immediately record a profit. The holder on due course rule allows banks to take an "empty head and pure heart" approach to buying loans, and to close their eyes to anything beyond the face of a promissory note when
due diligence would reveal obvious irregularities in how that note was originated. The bank can still come after the consumer for the balance of the note
even if the consumer did not get what they were promised, while the dishonest proprietor of a fly-by-night business who sells shoddy goods on unfavorable terms to a consumer can take the money and run. If the business has already closed and liquidated, the consumer may be left without recourse unless they can overcome the arduous barrier of
piercing the corporate veil to reach the proprietor's personal assets. As long as the proprietor is careful to not cross the line from civil into criminal fraud—that is, the consumer technically did receive something from the transaction, rather than getting nothing at all—the proprietor is unlikely to face criminal prosecution for such misconduct. In 1971, the U.S.
Federal Trade Commission (FTC) began to study this issue and found "widespread evidence of abuse and injury" to American consumers. On November 14, 1975, the FTC promulgated Rule 433, In 2012, the FTC reaffirmed the regulation. The effect of the so-called "FTC Holder Rule" is to make "the holder of a consumer credit contract, whether it be a loan company, a bank or other concern, responsible for honoring all the obligations of the merchant who originally sold the goods". In other words, the holder's liability to the debtor cannot exceed the amount of the debt actually paid by the debtor to the holder after the note was assigned. In 2022, the
Supreme Court of California held that in California, this liability cap does not apply to costs and attorney's fees awarded to a prevailing plaintiff consumer under fee-shifting statutes which override the
American rule. ==References==