Submission Number: 00002
Received: 9/3/2013 2:31:37 PM
State: North Carolina
Agency: Federal Trade Commission
Initiative: Proposed Consent Agreement In the Matter of Timonium Chrysler, Inc., d/b/a Don White’s Timonium Jeep Chrysler Dodge; File No. 1323014
Attachments: No Attachments
Deceptive advertising should include a represented vehicle price in bold letters which is not accurate because in fine print there is added an amount which must be paid to the dealership for each purchase and it is identified as charged for completing documents (a "doc fee"). The amount is not disclosed in this example advertisement. Consequently, the customer cannot adequately compare this vehicle price with those of other dealers advertising their sale prices for the same product. It is also unfair to other dealers who may have no "doc fee" - or a lower one - and so a lesser total price for the same vehicle.
Many items are advertised without disclosing sales taxes and licensing fees paid to a government agency routinely and necessarily. But, an advertisement featuring the selling price of a vehicle should include all of the amounts which are to be paid to the dealership.