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OMVIC Reminds Registrants of Advertising Guidelines and Responsibilities

December 5, 2024
Dealer Bulletins

Advertising-related inquiries are among the most frequent types of questions received by OMVIC. These guidelines are intended to provide registrants with guidance on OMVIC’s interpretation of the legislative requirements and best practices with respect to advertising.  

Dealers are responsible for ensuring that any advertisement in their name complies with all legal requirements. OMVIC encourages registrants to review the updated advertising guideline, which outlines expectations for vehicle advertisements. 

What Does the Guideline Contain? 

The advertising guideline provides an overview of the current legislation and regulations, along with up-to-date information on how to remain compliant with both new and existing standards. 

  • Clear and Accurate Advertising: All ads must be clear, comprehensible, and free of misleading information. 
  • Online Advertising: New advice on advertising through social media and third-party platforms. 
  • Mandatory Disclosures: Ads must include the dealer’s registered name, address, and business phone number. 
  • All-in Price Advertising: The full price of the vehicle, including taxes and fees, must be disclosed. 
  • As-Is and Unfit Vehicles: Specific guidelines for advertising these vehicles. 
  • Images and Availability: Ads must not mislead consumers about vehicle availability or condition. 
  • Consumer Protection Act: The guideline includes requirements for financing disclosures and other related considerations. 

OMVIC reminds dealers to stay informed on these guidelines to avoid violations and ensure compliance. 

OMVIC will be hosting an advertising guideline webinar to address any questions or comments on Wednesday, December 11, 2024, at 1:00 p.m. Click here to register through Zoom. 

Note: This information was created to assist dealers/salespeople and is not a legal document. Registrants are encouraged to obtain independent legal advice. 

Questions? 

The Industry Standards & Conduct Department is available to assist dealers in achieving and maintaining compliance with the MVDA. Please contact the Industry Standards & Conduct Department at [email protected] or by calling 1-800-943-6002 if you have any questions or concerns.