Keep it clear: review OMVIC’s advertising rules

When you advertise a vehicle price, consumers should be able to easily understand what they will pay. This includes clearly showing what is included in the price and any conditions that apply. Make sure that your advertised pricing is clear, accurate, and follows OMVIC’s requirements. 

All-in pricing is required

If you advertise a vehicle price, it must include all fees and charges you intend to collect from the consumer. There must be no additional mandatory dealer fees added later.  

See this checklist for some helpful examples: 

Cash vs. finance pricing: Make both prices clear

Dealers may offer a vehicle at one price for financing and another price for a cash purchase. These pricing options are permitted, but any conditions or limits must be clear, comprehensible, and prominent. If you offer both a cash and finance price, clearly identify both prices prominently in the advertisement. Both prices and any conditions attached to the finance price must be clear and may not be hidden in fine print or a disclaimer. This applies to any form of advertisement, including digital, print, or radio. 

If an advertisement shows only one price and does not clearly state that conditions apply, consumers can assume that price is available to everyone. This means a consumer can expect to pay the advertised price in cash or with financing, with no additional costs other than HST and licensing where those charges have been properly excluded. 

Make both options easy to see

What if the platform can’t display both prices?

Some third-party advertising platforms may not allow two prices to be displayed prominently side by side. If the platform cannot clearly display both prices, use the higher price as the advertised price. The lower alternative price and any conditions that apply should be clearly identified in the vehicle description. For example, if the cash price is $32,000 and the finance price is $30,000, the $32,000 price should be used as the advertised price if the platform only allows one price to be displayed prominently.

You’re responsible for third-party advertising

Using a third-party advertising platform or agency does not change your responsibilities as a registrant. Dealers remain responsible for ensuring advertisements posted in their name or on their behalf meet advertising requirements. This applies even when a platform or agency creates or publishes the advertisement. Review your advertisements regularly. Make sure prices, conditions and required information remain accurate and clearly displayed across the platforms you use. Clear pricing helps consumers understand the offer and helps reduce the risk of misleading advertising. 

If you have questions about all-in price advertising or how to comply with cash vs. finance pricing in advertisements, contact OMVIC’s Industry Standards & Conduct team at [email protected] or 1-800-943-6002 ext. 4. You can also read OMVIC’s advertising guideline.