Compliance Alert: FTC Targets Dealer Advertising

FTC clarifies what ComplyAuto has been stating - “All-In Pricing” Now a Bright Line

Last Friday, the FTC issued warning letters to 97 dealerships across the country, signaling a significant escalation in federal scrutiny of automotive advertising practices. ComplyAuto held a deep dive webinar on the letters last week (recording available here).
Recently, NADA met with FTC staff to get clarity on what the agency expects.

WHAT THE FTC TOLD NADA

The most prominent price in any advertisement must be the all-in price — the actual out-the-door price at which any consumer can purchase the vehicle, inclusive of all charges except government fees (taxes, title, registration).

This means:

• Doc fees must be included in the all-in price - regardless of conflicts with a state law on doc fees. (The FTC is not regulating the amount of doc fees.)
• Additional information may appear in ads, but must be truthful, less prominent than the all-in price, clearly qualified, and not likely to confuse ordinary consumers.
• The FTC framed this initiative as part of the Trump Administration's broader push for transparent pricing in the marketplace.
• Enforcement actions against dealers are expected to follow.

WHAT'S COMING NEXT

A more comprehensive FAQ document is also expected to be released at a later date. ComplyAuto will monitor both closely and keep you updated.

WHAT DEALERS SHOULD DO NOW

Do not wait for the FAQ or enforcement to hit. Dealers should audit all current advertising — digital, print, broadcast, and third-party listings — to confirm that the most prominent price shown is a true all-in price. If your ads lead with any figure that excludes dealer-added charges, those ads need to change.

HOW COMPLYAUTO GUARDIAN CAN HELP

ComplyAuto Guardian is built for exactly this moment. Guardian continuously monitors your dealership's online advertising, flagging pricing presentations that fall outside FTC compliance standards before they become enforcement targets. With 97 warning letters already out the door and enforcement actions on the horizon, now is the time to make sure your advertising is airtight.

Source: ComplyAuto Compliance Alert Email received 3/25/26