Not long ago, we got a call that probably sounds familiar.

A dealer reached out, frustrated, trying to make sense of all the noise around recent FTC activity, warning letters, pricing rules, vendor responsibility, and what they were actually supposed to be doing.

Their question was simple: “I’m hearing different things from different people… what’s actually right?”

So instead of guessing, we went straight to the source.

WHAT WE DID
We attended a national discussion with leadership from the Federal Trade Commission, alongside NIADA, to get direct clarity on the issues dealers are asking about right now.

• Not interpretations.
• Not secondhand takes.
• Straight answers.

Here’s what matters most for you.

THE BIG ONE: ADVERTISED PRICE MEANS THE REAL PRICE
There’s been a lot of confusion around this, especially with different state practices and long-standing habits in the industry.

Here’s the cleanest way to understand it:

If it’s a required fee, it needs to be in the advertised price.

That includes documentation fees, service fees, or anything else the customer is required to pay to purchase the vehicle. The only consistent exclusions are things like taxes, title, and registration.

Everything else? If it’s mandatory, it belongs in the price.

A WASHINGTON-SPECIFIC NOTE ON DOC FEES
Here in Washington, the Attorney General’s Office has published specific guidance on documentary service fees.

Under Washington law, a dealer may charge an optional documentary service fee of up to $200. That fee cannot be presented as a government-required charge, and consumers are free to negotiate a waiver. When a dealer advertises a vehicle price, the advertising must also disclose that a documentary service fee in an amount up to $200 may be added to the sale price or capitalized cost.

That matters because this is one of the areas where dealers are hearing mixed answers.

Washington’s guidance focuses on clear disclosure and transparency. At the same time, what we are hearing at the federal level is an increasing emphasis on making sure the total price a customer sees reflects what they will actually pay.

The takeaway? Make sure your advertising is clear, accurate, and not misleading, and that your team understands how both state and federal expectations are evolving.

“BUT WHAT ABOUT THIRD-PARTY SITES?”
This was another area where dealers are getting mixed answers.

The FTC’s position comes down to control.

If the dealer is inputting or managing the listing, the responsibility stays with the dealer. If a third-party platform alters or creates the issue, then liability may shift, but that becomes very fact-specific.

The safest approach? Don’t assume the platform protects you. Make sure your listings are right.

TIMING MATTERS MORE THAN YOU THINK
We also asked about something that happens in every store:

• A vehicle sells…but it’s still online.
• The expectation is tighter than many dealers realize.
• Vehicles should be removed from listings quickly, ideally same day or next day.
• Letting units sit online after they’re sold can create a misleading impression, even if it wasn’t intentional.

FEDERAL VS. STATE CONFUSION
Another big source of mixed answers.

If there’s ever a conflict between state practices and federal expectations, federal law wins, especially when it comes to pricing transparency.

That’s important for dealers who have been relying on what’s “normal” in their state.

THE PART THAT’S GETTING OVERLOOKED: DATA SECURITY
While most of the attention is on pricing, there’s another area quietly getting just as much focus:

Safeguarding customer information.

If you’re handling credit applications, financing, or personal data, you are expected to have:

• A written security program
• Controlled access to customer data
• Ongoing monitoring and testing
• Employee training
• A clear incident response plan

And if something goes wrong, documentation is critical.

This isn’t new, but enforcement and expectations are increasing.

SO, WHAT SHOULD YOU DO RIGHT NOW?
If you’re feeling like that dealer who called us, here’s the simplest place to start:

• Look at your advertised pricing, is it truly complete?
• Review who controls your listings across all platforms
• Make sure sold vehicles are coming down quickly
• Check whether you have a real, written data security plan

You don’t have to solve everything overnight. But you do need to be moving in the right direction.

WHY WE’RE SHARING THIS
Because the hardest part right now isn’t the rules. It’s the mixed answers.

Our role is to cut through that, get clarity, and bring it back in a way that actually works in your store.

If you’re unsure about something, call us. Chances are, you’re not the only one asking. And we’ll keep doing the work to get you real answers, not guesses.