Alabama Attorney General Steve Marshall Tuesday warned of price gouging, ahead of Hurricane Michael. Gov. Kay Ivey's emergency declaration activates the state's law against price gouging, which includes fines of up to $1000 per violation. “Alabamians should be cautious of those who would seek to prey upon them through crimes such as price gouging and home repair fraud,” Marshall said. The state generally defines gouging as a price that is 25 percent or more above the average price charged in the same area within the last 30 days, unless the increase can be attributed to a reasonable cost. Allegations of price gouging can be reported to the Attorney General’s Consumer Interest Division by calling 1-800-392-5658.