ALL-IN PRICE ADVERTISING – IT’S YOUR RIGHT! OMVIC Launches Consumer Awareness Campaign To Protect Car Buyers
Apr
21
Friday, April 21, 2017
OMVIC has launched a province-wide multi-media campaign to increase awareness of All-in Price Advertising. “Since 2010 car-buyers have had right to all-in price advertising”, explained Terry O’Keefe, OMVIC’s Director of Communications and Education. “That means dealers must include all fees, except HST and licensing, in any advertised vehicle price.”
The transparency provided by All-in Price Advertising has made the car-buying process much more enjoyable for consumers. Unfortunately though, research conducted by OMVIC shows some car dealers continue to add additional fees to their advertised prices. This illegal practice is not only unfair to car-buyers, it gives non-compliant dealers an unfair advantage over those dealers whose advertised prices include all fees and charges. This is why OMVIC has launched the consumer awareness campaign. “If consumers know they have a right to all-in price advertising, they are able to protect themselves should they encounter non-compliant advertising”.
The Campaign
A dog relishing a car ride; tongue lapping the air; fur flying in the wind – a sight that exemplifies simple joy; and it’s the visuals supporting OMVIC’s TV message: Buying a car? The fun is back! Ontario made all-in price advertising the law for Ontario car dealers – no more hidden fees. All-in price advertising–, it’s your right!
“While the message delivery is cheerful, the outcome will have an important effect,” said O’Keefe. “Consumers will avoid dealers who break the law and instead buy vehicles from those who provide the fair and transparent advertising required by Ontario’s consumer protection legislation.”
The Ontario-wide campaign utilizes TV, radio, online, billboard/transit and social media advertising.
To access OMVIC’s TV or radio commercials click here.
For more information on all-in price advertising, visit OMVIC’s website.
About OMVIC
As the regulator of motor vehicle sales in Ontario, OMVIC protects the rights of consumers and maintains a fair and informed marketplace by:
- Maintaining strict registration requirements for Ontario’s dealerships and salespeople
- Regularly inspecting all Ontario dealers (new and used)
- Providing free conciliation services to consumers
- Developing/ delivering consumer and dealer education/ awareness programs
- Investigating and prosecuting industry non-compliance and illegal vehicle sales (curbsiding)
Connect with OMVIC on social media!
Ontario Motor Vehicle Industry Council
@omvic_consumers
@omvic_official
Ontario Motor Vehicle Industry Council
www.omvic.ca
www.ontario.ca/page/consumer-protection-ontario
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