At a glance
- Who it's for
- Dealers and their marketing teams checking ads, listings and website prices.
- Free checks
- 2 a day signed out, 5 with a free account
- FTC guidance
- Pricing FAQs, September 2026
- Rules
- FTC Act section 5, Reg Z 1026.24, Reg M 1013.7
On this page
What the FTC says about advertised prices
In September 2026 the FTC published pricing FAQs for the auto industry. They say the advertised price should be "the actual price any consumer can walk in and pay," leaving out only government charges like taxes and registration:
- Required fees, including doc fees, belong in the advertised price. If your doc fee varies, the price must reflect the higher fee.
- Don't advertise rebates or discounts that not every buyer can get.
- Don't present an optional add-on as required.
- Lease ads that state an amount due up front must include upfront processing fees.
The FAQs are staff guidance under section 5 of the FTC Act, and they don't change Truth in Lending or Consumer Leasing rules. In March 2026 the FTC sent warning letters to 97 dealer groups about deceptive pricing.
Finance and lease trigger terms
Credit ads (Reg Z, 12 CFR 1026.24(d)). If an ad states a down payment, the number of payments or the term, a payment amount, or a finance charge, it must also state the down payment, the repayment terms (including any balloon) and the "annual percentage rate", using that term.
Lease ads (Reg M, 12 CFR 1013.7(d)). If an ad states a payment, or an amount due at signing (or that none is due), it must also say it is a lease, the total due at signing, the number, amount and timing of payments, whether a security deposit is required, and that an extra charge may apply at lease end.
What the price check looks for
- A vehicle price that leaves out a doc fee or another required dealer fee.
- "Price after rebates" or conditional discounts most buyers can't get.
- Prices that require dealer financing or a trade-in.
- Payment or down payment offers without the Reg Z or Reg M disclosures.
- Add-ons shown as included or required.
Rules run first, then AI reads the page for anything they miss. Every finding cites the rule or guidance behind it.
Rules checked and limits
Rules checked October 31, 2026. We read every rule on this page in the eCFR or on the agency's own site, and each is linked in the sources below. We re-check them every quarter.
The price check flags likely problems for you to review. It is not a legal review of your advertising.
Templates and tools, not legal advice. CarShots is software, not a law firm. For a question about your own dealership, ask your attorney or your state dealer association.