TORONTO, ON, March 6, 2019– Ontario’s car dealers and salespeople get a big knowledge boost today with the launch of educational videos and a supporting resource toolkit, by the industry regulator. OMVIC’s Help for Dealers campaign is designed to assist dealers, managers and salespeople to better understand and comply with the Motor Vehicle Dealers Act (MVDA) and other applicable consumer protection legislation.

“The information provided by the campaign will help dealers provide transparency to consumers and foster a level playing field for dealers,” explained John Carmichael, OMVIC CEO and Interim Registrar.
The campaign’s resources were created after OMVIC surveyed more than 3000 registered dealers and salespeople. “Our registrants identified the areas they wanted covered and how they wanted the information delivered,” explained Carmichael. “We’re excited to introduce these resources today.”

Video Resources

Hosted by ‘Vic’, an MVDA expert, each of the five animated videos includes a live-action dramatization. The topics covered are:

  • All-in price advertising
  • Contract cancellation
  • Disclosing collision repairs
  • Disclosing vehicle condition and needed repairs
  • Disclosing negative equity on bills of sale

Toolkit/Resource Highlights

Also included in the campaign is a multi-faceted downloadable toolkit that provides easy to understand resources including:

  • Fact sheets
  • Advertised price calculators
  • Advertising compliance templates
  • A negative equity calculator to help dealers educate consumers
  • Posters to educate and inform the dealer’s customers

The videos and toolkit are hosted on OMVIC’s website. “By improving the knowledge of our registrants, OMVIC hopes to build more trust in the industry. That will be a win-win for dealers and consumers alike.”

Other Education News - NEW Key Elements Course

In addition to the Help for Dealers campaign launched today, on February 14th OMVIC and Georgian College launched the new MVDA Key Elements Course (KEC). Developed by OMVIC and the Automotive Business School of Canada (Georgian College), with the assistance of the Used Car Dealers Association (UCDA), the Key Elements Course is specifically designed for current dealers, managers and salespeople who have not previously taken the OMVIC Certification Course (i.e. those registered before 1999) and for those who did take the Certification Course prior to 2010.

Course Details

Presented in six chapters (Premises and Records, Contract Requirements, Disclosure Requirements, Advertising, Consumer Protection Act and Code of Ethics Regulations) the KEC will help dealers and salespeople ensure compliance with the current regulations and legislation governing the retail automotive industry, including the Motor Vehicle Dealers Act, the Consumer Protection Act and the Sale of Goods Act.

The MVDA Key Elements Course is available:

Individuals who successfully pass the MVDA Key Elements Course and maintain registration with OMVIC are entitled to use the designation "C.A.L.E. — Certified in Automotive Law and Ethics." Using the C.A.L.E. designation builds trust, strengthens credibility and demonstrates to consumers that dealers and salespeople are proven professionals who have met Georgian College and OMVIC training standards.
For more information about the Key Elements Course, contact Georgian College at 1-877-722-1513; the UCDA at 1-800-268-2598; or, OMVIC Manager of Education, Farah Mohammed, at


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 31,000 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 Contact:

Terry O’Keefe
Director of Communications


Farah Mohammed
Manager of Communications
416-226-4500 x3174


Daphne Boxill
Communications Officer