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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Dealers are encouraged to review current advertising and listing practices against the new FAQs to help ensure full compliance.<\/p>\n\n\n\n
An FTC official will address the general session during NIADA\u2019s National Policy Conference<\/a> on September 28.<\/p>\n
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