What must a dealer do to be compliant with advertising laws in Colorado?

A dealer must ensure that all advertising is truthful and not misleading to comply with advertising laws in Colorado. This principle is designed to protect consumers from deceptive practices and misinformation, ensuring they have access to accurate information about vehicles and services. Truthfulness in advertising fosters trust and helps maintain a fair marketplace where consumers can make informed decisions.

While making advertising visually appealing, adhering to promotional guidelines, and utilizing social media marketing strategies can be beneficial for a dealer’s overall marketing approach, they do not directly address the key compliance requirement of honesty and transparency in the content of the advertisements themselves. Compliance focuses on the integrity of the information being presented rather than the attractiveness or the medium used for the advertisement. Ensuring truthfulness helps mitigate the risk of legal repercussions that can arise from misleading claims.