All-in price advertising: What dealers and salespeople need to know

Clear and transparent advertising plays an important role in maintaining consumer confidence and supporting a fair marketplace for registered dealers and salespeople. Under Ontario law, all-in price advertising means that if a vehicle is advertised with a price, that price must include all fees and charges the dealer intends to collect, with the exception of HST and licensing.

For dealers and salespeople, compliant advertising is more than a regulatory requirement. It helps demonstrate professionalism, builds trust with consumers, and supports a level playing field across Ontario’s motor vehicle sales industry.

Encouraging consumers to “Look Twice. Buy Smart.”

OMVIC continues to support compliance through education, guidance, and consumer awareness initiatives. Through the “Look Twice. Buy Smart.” campaign, OMVIC is educating Ontarians about their rights when purchasing a vehicle and encouraging consumers to choose OMVIC registered dealers and salespeople.

By promoting transparency and helping consumers recognize red flags, the campaign also helps support dealers and salespeople who operate fairly and comply with Ontario’s advertising rules.

What must be included in an advertised price?

OMVIC continues to receive complaints from consumers who encounter unexpected charges after responding to an advertisement. In many cases, consumers believe the advertised price is the final vehicle price, only to later discover additional mandatory fees. These situations can damage consumer trust and create an uneven playing field for dealers and salespeople who follow the rules.

To remain compliant, advertised prices must include mandatory fees, such as:

• Freight charges
• Administration fees
• Pre-delivery inspection (PDI/PDE) fees
• Safety certification costs
• Any other mandatory charges the dealer intends to collect

The only additional amounts permitted are HST and licensing, which must also be clearly identified in the advertisement. By ensuring pricing is accurate and transparent from the start, dealers and salespeople can help reduce misunderstandings, improve the customer experience, and strengthen confidence in the registered marketplace.

Vehicle photos should reflect the current condition

Dealers and salespeople should also ensure that vehicle photos accurately represent the current condition of the vehicle being advertised. Using misleading or outdated images can create confusion for consumers and may result in complaints.

Accurate vehicle descriptions and photos help consumers make informed decisions and reinforce the professionalism of OMVIC registered dealers and salespeople.

Risks of non-compliance

Failing to comply with all-in price advertising requirements can have serious consequences for dealers and salespeople, including:

• Consumer complaints and reputational damage
• Regulatory action and enforcement activity
• Reduced consumer confidence in the registered marketplace as a whole

Strong compliance practices help protect the reputation of Ontario’s registered motor vehicle industry and support dealers and salespeople who are committed to operating fairly and transparently.

Questions?

Dealers and salespeople should ensure that all vehicle advertisements remain clear, transparent, and compliant. If you have questions about advertising requirements or compliance expectations, please contact OMVIC’s Industry Standards & Conduct team at [email protected] or 1-800-943-6002 ext. 4 for guidance and support.