On September 15, 2026, the FTC published guidance for auto dealers on how to advertise vehicle prices clearly. Its FAQs address mandatory fees and discounts that only some buyers qualify for.
The FTC explains that when a dealer requires a fee to buy a vehicle, that fee must be included in the advertised price. Its guidance also says an advertised price available to everyone should be more prominent than a conditional discount, and the discount terms should be clear. The FAQs explain the agency’s interpretation of existing law; they are not a new rule.
When shopping, ask for the total price in writing, including mandatory charges, and compare it with the advertisement. If financing, review the amount financed, interest rate, term and optional add-ons separately before signing.