OMVIC’s mystery shop program heads north: What dealers and salespeople need to know

OMVIC’s Mystery Shop Program recently travelled to northwestern Ontario, bringing the program back to some of the province’s more remote communities. The initiative assessed 16 dealerships to see how they were meeting advertising requirements and other key consumer protection obligations. 

While half of the dealerships visited were compliant with advertising requirements, the results show there is still work to do. Common issues included OMVIC and dealer fees being improperly excluded from advertised prices, as well as failure to disclose previous use of former daily rental vehicles. 

The findings reinforce the importance of dealers across Ontario understanding their obligations and regularly reviewing their advertising and sales practices. Based on recent trends, here are key compliance reminders: 

Remember the rules for advertised prices

All-in price advertising continues to be an area where OMVIC identifies non-compliance. 

If a dealer advertises a price for a vehicle, the price must include all fees and charges that the dealer intends to collect, except for HST and licensing. It is non-compliant to add mandatory dealer fees or the OMVIC transaction fee on top of an advertised price. Doing so can result in a consumer being asked to pay more than the price they saw advertised.  

Clear and accurate pricing helps consumers understand the cost of a vehicle and make informed purchasing decisions. 

Make required vehicle disclosures

The mystery shops also identified deficiencies related to the disclosure of former daily rental vehicles. 

Dealers have disclosure obligations regarding a vehicle’s history, including previous use as a daily rental. Providing required disclosures helps ensure consumers have important information about a vehicle before making a purchase decision. 

Mystery shops help identify compliance trends

The northwestern Ontario initiative is part of that broader province-wide work. By conducting mystery shops in communities across Ontario, OMVIC can better understand industry compliance and provide dealers and salespeople with practical information to help them meet their obligations. In 2025, OMVIC conducted over 300 mystery shops across 33 municipalities. By continuing to engage dealers in all regions of the province, including remote northern communities, OMVIC is helping build a more transparent, accountable, and consumer-focused marketplace. 

Dealers across Ontario are encouraged to consider the findings from the mystery shop program and review their own advertising and disclosure practices. Learn more about OMVIC’s Mystery Shop Program.