HEADLIGHTS ON THE LAW Clarifying Advertising Rules for Georgia Dealers Once again, advertising rules are front of mind for dealers — and once again, the FTC means business. In March 2026, the FTC announced a major price transparency initiative and sent formal warning letters to 97 auto dealership groups nationwide. This initiative sent shock waves through the industry, as the FTC’s core principles appeared more restrictive than standard practices in some states. A summary of these principles is listed in the following, along with GADA commentary. For Georgia dealers, there is a clear silver lining: These federal standards are largely consistent with what our state laws and Consumer Protection Division rules have required for years. 1. ADVERTISED PRICES MUST INCLUDE ALL REQUIRED DEALER FEES This is the “big one.” Advertised prices must include all mandatory dealer fees, such as doc fees and electronic filing (ETR) fees. The only fees that may be excluded from the headline figure are required government charges, BEN JORDAN General Counsel & Director of Governmental Relations, GADA including tax, title, registration and Lemon Law fees. No more “price plus doc fee.” Instead, the advertised figure must be the full selling price. For example, advertising “$40,700 (inclusive of $700 dealer fee)” is permissible, while advertising “$40,000 plus $700 dealer fee” is not. While this has been the rule in Georgia for decades, it remains a top focus for regulators. 2. DISCOUNTS AND REBATES MUST BE AVAILABLE TO ALL CONSUMERS Advertised prices cannot factor in conditional rebates or discounts unless every prospective buyer actually qualifies for them. It is tempting to stack rebates — especially off MSRP — to show a dramatic price reduction. However, the FTC prohibits the inclusion of conditional savings (e.g., military bonuses, college grad offers, brand loyalty/conquest, or mandatory dealer financing) in the primary advertised price stack. THE GENERATOR 18
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