On September 15, 2026, the Federal Trade Commission (FTC) published detailed staff guidance on price transparency in vehicle advertising, reaffirming that a vehicle’s advertised price must reflect the amount any consumer can pay upon purchase, excluding only government-mandated charges. The guidance follows warning letters the FTC sent to 97 auto dealer groups nationwide in March 2026, and it provides the clearest guidance on how the agency plans to enforce existing law.
FTC Price Transparency FAQs: Auto Dealer Ad Compliance
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October 9, 2026
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Tom O’Neil, National Director of Compliance for Dealer Services
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