Refunds and False Marketing?

What are the laws as far as retailers and falsely advertised or marked products? I am under the belief hat if an item is falsely marked, the product manufacture and the retailer that sold you the item is responsible.
I recently had to return a instructional DVD. It was not like as claimed with blatant false advertising/marketing. They made false claims on the cover. The retail store did not want to refund me due to it being opened. This should not matter due to the fraudulent act her. Since when does store policy override law or consumer rights?
What is the law that deals with this? Can a store legally refuse to refund your money when the product is falsely marketed? Are they not just as responsible? My understanding was that they are equally responsible.

I'm not sure of the exact document, but if you wave the right federal trade commission document in front of such people they tend to lay down like palm trees in a hurricane.

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