What is a permissible advertising practice for a dealer?

The permissible advertising practice for a dealer centers around the integrity and accuracy of the information presented to consumers. Advertisements must reflect the true nature of the vehicles being sold while avoiding any potential for misleading representations.

Advertising true wholesale prices for retail is a practice that could mislead consumers about the nature of the pricing structure, therefore it does not align with permissible advertising standards. Additionally, using misleading advertising images or employing an unclear qualifying statement detracts from transparency and can create confusion for potential buyers, which is not acceptable in a compliant advertising framework.

In contrast, using a color picture in the advertisement that differs from the actual vehicle is permissible, provided that this practice does not mislead consumers regarding the vehicle's essential characteristics or features. Dealers can use artistic interpretations in advertisements, as long as it is clear that the image is a representation and does not falsely imply specific details about the vehicle. This allows for some creativity in marketing while still adhering to the standards of honesty and clarity that the Motor Vehicle Dealer Board upholds.