04/07/2026
The Utah Automotive Alliance (UAA) and Independent Dealer Solutions (IDS) is issuing this important industry alert regarding recent enforcement actions and guidance from the Federal Trade Commission (FTC) related to vehicle advertising practices and dealer-imposed fees.
In March 2026, the FTC issued warning letters to dozens of dealerships nationwide reinforcing a clear standard: advertised vehicle pricing must include all mandatory fees, with only government-imposed charges (such as taxes, title, and registration) permitted to be excluded.
To ensure compliance and reduce risk, UAA strongly recommends that all dealers IMMEDIATELY:
Review all advertising (website, third-party listings, social media, print, and radio) for pricing accuracy
Ensure all mandatory dealer fees are included in advertised prices
Clearly disclose any conditions tied to pricing (financing, trade-in, rebates)
Eliminate pre-selected or bundled add-ons that are not optional
Train sales and F&I staff on consent requirements for all products
Audit inventory listings to confirm advertised vehicles are available
Work with legal counsel or compliance providers to review advertising practices