Using Humour to Protect and Inform - Regulator Gets Creative to Educate Car Buyers

Toronto, ON, February 15, 2019–Buying a vehicle, whether new or used, can be confusing—perhaps even intimidating. And while the thought of acquiring a new vehicle is exciting, the process can be stressful. So if a consumer is about to enter into the car-buying process feeling unprepared or ill-equipped, The OMVIC Academy has resources that will ensure they are entertained as they become confident and informed car buyers.

The OMVIC Academy

OMVIC, Ontario’s vehicle sales regulator, knows that with understanding comes confidence and empowerment. So the regulator has launched a series of videos that take place in a classroom where would-be car buyers get educated—so they don’t get schooled.

“The OMVIC Academy videos and associated Car-Buying Guide are a lighthearted and amusing departure from many of our traditional communications channels,” explains Terry O’Keefe, OMVIC’s Director of Communications and Education. “But the humour and story-telling delivered by unique and engaging characters will help us reach an audience that might not otherwise gain this information.”

The OMVIC Academy

Taking style cues from sitcoms of the 80’s and 90’s, each of the two to three minute videos follows students Ling, Timmy, Justin and Ellen as they are guided to becoming “confident car buyers” by the sagacious Professor OMVIC.

The OMVIC Academy

Currently numbering five, The OMVIC Academy videos explore:

  • All-in price advertising
  • Long-term financing and negative equity
  • The dangers posed by curbsiders
  • The differences in protection available to consumers who buy from a dealer vs privately
  • How consumers can protect themselves if buying privately

Leverage the OMVIC Academy—Get Educated

The videos and Car-Buying Guide, available on OMVIC’s website, are targeted to first-time buyers and new Canadians.

OMVIC also encourages high school teachers and driving school instructors to utilize the Academy resources. “These are unique and valuable resources that will educate, inform and help protect students as they prepare for their first vehicle purchases.” Even consumers who’ve bought dozens of vehicles will benefit from the lessons learned at the OMVIC Academy.

For more information and to download the Car-Buying Guide, visit the or Or visit the OMVIC display at the Canadian International Auto Show, level 800, Booth P231. There’s a comfortable area for viewing the Academy videos and hard copies of the Car-Buying Guide available.


OMVIC (Ontario Motor Vehicle Industry Council) administers and enforces the Motor Vehicle Dealers Act (MVDA) on behalf of the Ministry of Government and Consumer Services. OMVIC maintains a fair and informed vehicle sales marketplace by regulating dealers and salespersons, regularly inspecting Ontario's 8,000 dealerships and 29,000 salespeople, maintaining a complaint line for consumers and conducting investigations and prosecutions of industry misconduct and illegal sales (curbsiding). OMVIC is also responsible for administering the Motor Vehicle Dealers Compensation Fund on behalf of its Board of Trustees.


For More Information:

Terry O’Keefe
Director of Communications


Daphne Boxill
Communications Officer