Industry Alert: FTC Enforcement on Vehicle Advertising & Dealer Fees
The Recreation Vehicle Dealers Association of Utah (RVDA) 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.
This guidance is not theoretical. The FTC, in coordination with state regulators, recently announced a major enforcement action against a dealership group for deceptive pricing practices, including:
Advertising prices that did not reflect the true cost to consumers
Adding undisclosed fees at the dealership
Advertising rebates not available to all buyers
Charging for add-on products without proper consent
The result included tens of millions of dollars in consumer restitution, civil penalties exceeding $3 million, and individual executives named personally in enforcement actions.
What This Means for Utah Dealers
The FTC has made it clear that the following practices are considered unlawful and subject to enforcement:
Advertising a price that does not include all required fees, including dealer documentary or service fees
Advertising rebates or discounts that are not available to all consumers
Failing to disclose required down payments or trade-in conditions tied to an advertised price
Conditioning an advertised price on the use of dealer-arranged financing
Requiring the purchase of add-on products not included in the advertised price
Advertising vehicles that are not actually available
Charging for add-on products or services without the consumer’s clear, informed consent
Utah Regulatory Alignment
The RVDA has engaged with the Motor Vehicle Enforcement Division (MVED), the Utah Division of Consumer Protection, and other compliance experts regarding these developments.