Overview
- Letters tell dealers that advertised prices must match the actual amount charged, excluding only government taxes and fees.
- FTC flags practices it may deem deceptive, including omitting mandatory dealer fees, using conditional rebates, requiring financing or add-ons, misstating down payments, or listing unavailable vehicles.
- The notices are not findings of violations, but they urge immediate reviews of advertising across channels to ensure headline prices reflect all mandatory costs.
- Regulators say they are monitoring the marketplace and may bring enforcement, noting pending cases involving Lindsay Chevrolet, Leader Automotive Group, and Asbury Automotive Group.
- The outreach follows the Fifth Circuit’s 2025 vacatur of the FTC’s CARS rule and parallels state actions such as California’s 2025 law, while industry group NADA pledges cooperation.