Why Understanding All-In Price Advertising Could Save You Thousands

If you’ve ever ordered food using a delivery service app or shopped online, you’re probably familiar with extra charges popping up at the last minute. What started as a great deal can end up costing a lot more once taxes, fees, and other add-ons are included. Fortunately, when buying a car, dealers must adhere to Ontario’s all-in price advertising laws to ensure this does not happen.  

So, what is all-in price advertising? 

Simply put, when a dealer advertises a car for sale in Ontario, the price you see must include everything you’ll have to pay to drive that car off the lot. This means there shouldn’t be any hidden fees or surprise charges added later, like freight, administration fees, or charges for preparing the vehicle. The only things that can be added on top of the advertised price are HST, licensing, which includes your license plate and vehicle registration) and any options you choose to add that the dealer did not include in the advertised price. 

Let’s compare this to everyday experiences: 

Restaurant bills: Imagine you see a burger advertised at a restaurant for $10. When the bill arrives, you expect to pay $10 plus tax. Now, however, you notice that some restaurants are automatically adding a tip to the bill without it being an option or allowing you to choose the amount. In addition, restaurants in certain regions add a tourist fee to the bill unbeknownst to the consumer. So instead of the burger being $10 plus tax, the restaurant has now added a 20 per cent tip to your burger and then an additional $3 for the tourist tax. As a consumer, this would feel unfair. That’s what all-in pricing protects you from when buying a car. 

Food delivery services: When using food delivery services, you might notice the total cost is higher than the price shown on the menu. This is because additional fees, like service charges, delivery fees, busy area fees, and small order fees, are often added at checkout, increasing the final price. Car dealers aren’t allowed to do that with all-in price advertising. The price they show must include all mandatory fees, so there are no surprises. 

Online shopping: Many shoppers have been caught off guard by a price jump at checkout. You find a great sale at your favourite online store and fill your cart with $300 worth of items. But when you’re ready to pay, your total is much higher due to extra fees like shipping and handling, payment processing, recycling fees, and sometimes even tips or administrative charges. With car purchases in Ontario, all-in price advertising ensures that the price you see is the price you pay. There are no hidden fees or unexpected costs not included in the advertised price. 

The bottom line: 

Purchasing a car is a significant investment, and Ontario’s all-in price advertising law guarantees transparency. The price you see is the price you pay—no hidden fees or unexpected charges. That’s why buying from a registered dealer is essential; it ensures consumer protection, including all-in price advertising. If a dealer doesn’t comply, they’re breaking the law, and you can report them to OMVIC, Ontario’s vehicle sales regulator, to protect your rights as a consumer.