A CBC Marketplace investigation is drawing renewed attention to how vehicle prices are advertised in Ontario, highlighting areas where dealerships may face increased scrutiny from regulators and consumer advocates.
Marketplace journalists visited 15 dealerships across the Greater Toronto Area posing as shoppers, comparing advertised prices with in-store quotes. Six stores provided higher prices than advertised, while others displayed photos of higher-trim vehicles in ads for base models. Ontario’s rules require that ads reflect an all-in price, excluding only HST and licensing. The rules also mean that any vehicle pictured must match the model and trim being offered.
The Automobile Protection Association (APA), which published a parallel analysis of new-car advertising, said some selling practices that emerged during pandemic-era shortages have persisted. “Low-ball pricing has not disappeared,” said George Iny, APA director, according to CBC. He added that most salespeople handled the test situations appropriately.
Dealers contacted by CBC cited OEM-provided templates, limited space for disclosures and miscommunication as contributing factors. Some stores clarified that optional add-ons could be removed and acknowledged the need for clearer explanations.
OMVIC CEO Maureen Harquail said 72 per cent of dealers passed the regulator’s mystery shopping in 2024, but called some of Marketplace’s findings “concerning,” according to CBC. She said extending regulatory authority to OEM advertising, which many dealers must use to qualify for co-op funds, would address ongoing inconsistencies.
Overall, the investigation signals heightened attention to ad accuracy, especially around pricing, photographed trim levels and how optional products are presented. Reviewing OEM templates, fine print and in-store explanations may help reduce misunderstandings and protect staff from consumer frustration. Regulators have indicated they are watching closely, and clarity remains the best defence.
