ARTICLE · 22 SEPTEMBER 2026
FTC Issues Guidance On "Price Transparency" For Auto Dealers
The Federal Trade Commission has issued new guidance requiring auto dealers to display transparent, all-inclusive pricing in their advertisements, mandating that the advertised price must be the actual amount any consumer can pay, excluding only government-required charges. The comprehensive FAQ addresses critical questions about how dealers should handle document fees, online pricing displays, representative photos, and responsibilities shared between dealers, third-party advertisers, and OEMs.
United StatesConsumer Protection
The Federal Trade Commission just announced that it has issued new guidance on “price transparency" for auto dealers. The Automobile Industry Pricing Transparency: FAQ guidance reminds the industry that “the advertised price of a vehicle must be the actual price that any consumer can walk in and pay to purchase the vehicle, excluding only charges that the government requires the consumer to pay.”
In announcing the release of the new guidance, FTC Bureau of Consumer Protection Director Christopher Mufarrige said, “The FTC Act requires truthful and accurate pricing, which brings significant benefits for consumers and competition. Price transparency is a priority for the Trump-Vance FTC, and today's guidance is intended to help dealers and others in the auto industry better understand how the law applies to their advertising.”
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