Independent dealers now have a clearer roadmap for pricing compliance, courtesy of the Federal Trade Commission (FTC). On September 15, the FTC published a new set of frequently asked questions aimed at helping dealers align their advertising practices with the agency’s price transparency expectations.
The FAQs reinforce a core standard: the advertised price of a vehicle must be the actual price a consumer can pay to purchase it, excluding only charges the government requires. That means any dealer-imposed fees, including documentation charges, need to be built into the advertised price rather than added later or disclosed separately.
Beyond that headline rule, the guidance covers how to handle rebates and discounts in ads, negotiating optional add-ons, keeping pricing consistent across print, digital, and in-person communication, and advertising vehicles still in transit to the lot.
The FAQs follow the FTC’s March 2026 warning letters to 97 dealership groups over pricing and advertising practices, signaling that transparency remains a top enforcement priority. The agency continues to pursue litigation against dealers accused of misleading pricing and accepts consumer complaints at ReportFraud.ftc.gov.
Dealers are encouraged to review current advertising and listing practices against the new FAQs to help ensure full compliance.
An FTC official will address the general session during NIADA’s National Policy Conference on September 28.
