OMVIC encourages Ontarians to buy from registered dealers in new Look Twice. Buy Smart. consumer awareness campaign

Starting this month, OMVIC is launching a new consumer campaign running through April to November with a simple idea: Look Twice. Buy Smart.

That means educating Ontario car-buyers on looking twice at who they are buying from, identifying illegal unregistered sellers (curbsiders) and red flags to watch out for and ultimately buying smart by choosing an OMVIC registered dealer.

It also means looking twice at the details. Even with a registered dealer, smart buyers need to take the time to read through the contract, understand the price, and check the history before signing.

How OMVIC shifted its approach with last year’s Slow Down campaign

Each year, OMVIC runs a consumer awareness campaign to support its mission of enhancing trust in Ontario’s motor vehicle sales industry and protecting consumers through education, oversight, and enforcement.

In 2025, OMVIC refreshed its messaging with Slow Down, a new campaign built on the insight that car buyers often rush into purchasing with curbsiders or feel pressured by dealers to sign a deal without considering important details.

This campaign also introduced a new multi-channel approach with digital as a focus. One of the standout elements last year was a high-impact sponsorship with Global TV that included a five-minute morning segment with CEO and Registrar Maureen Harquail who spoke on consumer rights and emphasized the benefits and protections of buying from a registered dealer.

Look Twice. Buy Smart. builds on success of Slow Down and takes it further

This year, the campaign was soft-launched at the Canadian International AutoShow in Toronto with a wrapped vehicle and augmented reality experience, where OMVIC was able to connect with over 6,000 visitors at the show.

In terms of media updates for the 2026 campaign, OMVIC is aiming to reach new audiences through placements on Reddit and TikTok and will be ensuring that road trip season is covered with a thoughtful selection of digital billboards across Ontario.

The creative will feature visual effects highlighting hidden damage and risks of dealing with curbsiders, emphasizing the importance of buying from an OMVIC registered dealers.

Now in market

Look Twice. Buy Smart. launched earlier this week. A campaign landing page has been developed encouraging visitors to learn more about the key messages and to sign up for additional resources like consumer webinars or subscribe to OMVIC’s Consumer Wheels Report newsletter. Stay tuned for messaging throughout the year.

For questions, contact OMVIC’s communications department

For any questions related to the campaign, consumers or registrants can reach out to OMVIC’s communications department at [email protected].