All-in Price Advertising - It's The Law

Regulator launches consumer awareness campaign to educate car buyers

TORONTO, Aug. 17, 2015 /CNW/ - OMVIC, Ontario's vehicle sales regulator, has launched a four-week consumer awareness campaign to educate Ontario car buyers about their right to all-in price advertising. "Only 29 per cent of Ontarians know that if they see a dealer's advertised price for a vehicle, that price must include all fees and charges the dealer intends to collect," explained Terry O'Keefe, OMVIC Director of Communications and Education. "This campaign is designed to further educate and inform; because better educated consumers are better protected consumers."

Remember the fun and excitement of buying a car? All-in pricing is bringing it back

A dog relishing a car ride; tongue lapping the air; fur flying in the wind - a sight that exemplifies simple joy; and it's the imagery supporting OMVIC's campaign message: all-in price advertising - it's putting the fun and excitement back into buying a car…and, it's the law! "We want consumers to know that a dealer's advertised price represents the most they'd have to pay for the vehicle," stated O'Keefe. "There should be no additional hidden fees or added surprise costs, with the exception of HST and licensing."

OMVIC's province-wide campaign includes online, radio and TV advertising – airing on all major television networks including CBC, CityTV, CTV and Global.

Click here to view OMVIC's new TV commercial.

Understanding all-in price advertising

All-in price advertising is the law. If a dealer advertises a price for a vehicle (new or used), that price must include ALL fees and charges the dealer intends to collect. The only additional fees an OMVIC-Registered Dealer can charge are HST and licensing. Note: licensing refers to the actual cost of vehicle registration and plates (it cannot include extra fees added by the dealer).

What is an advertisement?
An advertisement is any inducement to buy or lease a vehicle. This would include, but is not limited to ads:

  • In print (newspapers, magazines, etc.)
  • On the internet (dealer site, online marketplace, etc.)
  • On social media
  • On radio or TV
  • On signs (including those in or on a vehicle)

What must be included in an all-in price advertisement?
Examples of fees or charges that must be included in an advertised price include:

  • Freight
  • PDI-PDE (pre-delivery inspection/expense)
  • Administration (Admin) fee(s)
  • Government levies (air tax, etc.)
  • Safety and e-test (unless the ad contains a mandated "Unfit Vehicle" or "As-Is Vehicle" statement)

If a dealer intends to charge for products or services they have already pre-installed on a vehicle, those costs must also be included in the advertised price. This includes, but is not limited to:

  • Nitrogen/tire protection package
  • Warranties
  • Security or theft deterrent products/services (etching, etc.)
  • Fuel

Note: OMVIC does not regulate vehicle manufacturers; therefore advertisements placed by manufacturers do not have to comply with the Motor Vehicle Dealers Act (MVDA) and all-in pricing is not required in manufacturer ads. That said, some manufacturers voluntarily comply with the all-in pricing provision and commendably provide transparency to consumers.

For more information on all-in price advertising, visit OMVIC's website.


OMVIC (Ontario Motor Vehicle Industry Council) administers and enforces the Motor Vehicle Dealers Act (MVDA) on behalf of the Ministry of Government and Consumer Services. OMVIC maintains a fair and informed vehicle sales marketplace by regulating dealers and salespersons, regularly inspecting Ontario's 8,000 dealerships and 26,000 salespeople, maintaining a complaint line for consumers and conducting investigations and prosecutions of industry misconduct and illegal sales (curbsiding). OMVIC is also responsible for administering the Motor Vehicle Dealers Compensation Fund on behalf of its Board of Trustees.

SOURCE Ontario Motor Vehicle Industry Council (OMVIC)

Image with caption: "Ontario Motor Vehicle Industry Council (OMVIC) logo (CNW Group/Ontario Motor Vehicle Industry Council (OMVIC))". Image available at:

Image with caption: "OMVIC -Ontario's vehicle sales regulator - launches province-wide consumer awareness campaign to educate car buyers (CNW Group/Ontario Motor Vehicle Industry Council (OMVIC))". Image available at:

Video with caption: "All-in Price advertising is putting the fun and excitement back into buying a car. And, it's the law! There's no more hidden fees or added surprise costs for Ontario car buyers. ". Video available at:

For further information: Terry O'Keefe, Director of Communications, 416-226-4500 x3525,,; Farah Mohammed, Communications Officer, 416-226-4500 x3174,,; Hassaan Shahid, Communications Officer, 416-226-4500 x3185,,


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Ontario Motor Vehicle Industry Council (OMVIC)

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