How to remain compliant with all-in pricing and how to properly advertise cash vs. finance pricing

As competition grows in Ontario’s automotive marketplace, some dealers and salespeople may feel tempted to stretch the rules to attract potential buyers. But non-compliant actions like misleading advertising come with real consequences that affect your reputation, your customers, and your ability to remain in good standing with OMVIC.

See below for tips on common pitfalls to avoid and how to stay compliant.

All-in pricing: What’s required?

All-in pricing means that if you promote a vehicle with a price, it must include every mandatory fee the dealer intends to charge. That includes freight, PDI or PDE, administration fees, and any other required charges. The only additions permitted at signing are HST and licensing. Also, it must be stated that HST and licensing are extra underneath the price in a clear and comprehensible manner.

Resisting the pressure to stand out through non-compliant practices

Dealers frequently point to nearby competitor ad examples or listings as the motivation behind their non-compliance. However, just because another dealer chose to ignore the rules, that does not make the practice acceptable or compliant.

To stay competitive without risking compliance:

• Ensure that all prices in your advertising match the price on your bill of sale.
• Avoid separating mandatory fees into fine print or secondary text.
• Train your team to confirm that every online listing, website page, marketplace post, and social media ad shows the same accurate all-in price.
• Regularly review your digital ads and templates to prevent outdated or incomplete pricing from resurfacing.

Inconsistencies between ad price and contract price are among the most common issues that lead to complaints and enforcement action. Simple internal checks can prevent this.

Cash vs. finance pricing and how to advertise both correctly

Advertising a different cash price and finance price is permitted as long as both prices are clearly identified and presented in a clear, comprehensible, and prominent manner. One way to demonstrate compliance is to have the prices in the same size font and located close to each other.

Ensure your staff promoting vehicles on social media are aware of the guidelines

Many dealers and salespeople have taken to social media to promote vehicles and generate leads for their dealerships; it’s important to note that a post on social media mentioning a price for a vehicle is considered promotional (even when it’s not a paid ad) and must adhere to the guidelines.

When advertising on marketplaces like Kijiji or Facebook marketplace, establishing clear internal guidelines for marketplace postings helps prevent unintentional non-compliance and keeps your team aligned.

Here are some tips:

• Ensuring the dealer’s name and contact information is included in all advertising, including posts on personal social media accounts.
• Following all-in price advertising regulations if the vehicle’s price is included.
• Updating or removing advertisements once vehicles are sold.
• Using an image of the actual vehicle being advertised. Registrants should not be using AI-generated photos or stock photos of Original Equipment Manufacturer (OEM) vehicles.

Keep your staff compliant: Forward OMVIC resources and updates to business development centre (BDC) or marketing staff that are not OMVIC registered

Your OMVIC registered staff should have a thorough understanding of the Motor Vehicle Dealers Act and Consumer Protection Act as part of their original certification course training and through the regular communications and regulatory updates they receive from OMVIC. However, some dealers may have marketing or BDC staff who aren’t receiving email communications. We encourage dealers to inform staff involved in marketing and promotion of vehicles of the regulations and management should regularly review advertisements for compliance. OMVIC also hosts monthly webinars on advertising compliance that your marketing and BDC staff can register and attend for free.

Remember: Only registered salespeople can engage in discussions that involve pricing or negotiations. Unregistered BDC or marketing staff must not discuss price, payments, or terms.

We are here to support you

Click here to see OMVIC’s advertising guidelines. If you have additional questions about advertising compliance or all-in pricing, ask your Inspector for assistance or contact the Industry Standards & Conduct Department.

Compliance not only protects your dealership but also enhances your reputation. Consumers reward transparency. By committing to consistent all in advertising across every platform, you position your dealership as trustworthy, competitive, and professional.

When every dealer plays by the same rules, buyers can compare vehicles fairly and dealers can compete on value, service, and transparency.