The UCDA is warning dealers to review all advertising after OMVIC charged 75 dealers for non-compliance with the new MVDA regulations.
This “initial round of charges” focused on non-compliant print ads in Auto Trader magazine that violated MVDA advertising requirements.
According the UCDA, the charged dealers were identified for failing to include all fees (administration fees) in advertised prices; failing to identify past daily rentals not previously owned by a non-dealer; and failing to include required information, such as “taxes extra” in a “clear, comprehensible and prominent manner.”
None of these charges have been proven in court.
In a release from OMVIC, the group stresses that an advertised price not including taxes must “clearly and prominently state that taxes are not included… Disclosure in fine print is not considered clear and prominent.”
The UCDA says it anticipates OMVIC will expand its review of ads to the online world. That could include dealers’ websites and third-party online sales sites.
“If your online Auto Trader ads, especially a Smart Site, contain the term ‘Taxes, title and any other fees are extra,’” the UCDA warns, “contact your rep as soon as possible to have the ad changed.”
Dealers with questions on the MVDA ad requirements are invited to check out the short video presentation at www.ucda.org.