OMVIC educates consumers on all-in pricing


Few Ontario consumers are aware of OMVIC’s all-in pricing policy.

That’s why the provincial vehicle sales regulator has launched a four week consumer campaign to raise awareness about all-in advertised pricing.

The law requires OMVIC-registered dealers to include all fees and charges in the advertised price for a new or used vehicle, with the exception of HST and licensing for the actual cost of vehicle registration and plates.

The province-wide campaign uses the messaging, “all-in price advertising — it’s putting the fun and excitement back into buying a car… and it’s the law!” to shed light on what consumers need to understand about the policy.

“We want consumers to know that a dealer’s advertised price represents the most they’d have to pay for the vehicle,” said Terry O’Keefe, Director of Communications and Education for OMVIC, in a written release.

OMVIC said that an all-price advertisement must include freight charges, any pre-delivery inspection or expense, administration fees, government levies like air tax, and a safety and e-test, unless the ad contains a mandated “Unfit Vehicle” or “As-Is Vehicle” statement.

Any products or services that dealers have not already pre-installed on a vehicle must also be factored in the advertised price, said OMVIC. That includes, and is not limited to, a nitrogen/tire protection package, warranties, and security or theft deterrent product and services like etching, or fuel.

Here’s a link to OMVIC’s TV commercial.

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