Prepared for Ginsburg Law Group, P.C. | September 24, 2026

The FTC says an advertised vehicle price should be a price an ordinary buyer can actually pay, apart from required government charges. Here is how to spot and document hidden fees.

You find a car online for $24,995. At the dealership, the paperwork shows a higher number. The salesperson points to a mandatory protection package, a document fee, or a discount that only applies if you finance through the dealer. Was the original price real?

In September 2026, FTC staff published price transparency FAQs for auto dealers. The agency says the advertised vehicle price should be the price any consumer can walk in and pay, excluding only government required charges. Its guidance discusses mandatory fees, rebates, optional products, and advertising across websites and other media. The FAQs explain the FTC’s view of existing law; they are not a new automatic refund program.

Watch for these price changes:

• A dealer adds a mandatory accessory, coating, inspection, or service package after you arrive.
• The advertised price assumes a military, student, loyalty, or financing discount you do not qualify for.
• A document or dealer fee appears outside the advertised price, even though every buyer must pay it.
• The advertised vehicle is unavailable, but the dealer steers you toward a more expensive one.

Ask for a written out-the-door quote identifying the vehicle by VIN, the selling price, each fee, taxes, registration, and optional products. Ask which charges are government required and which can be declined. Compare that document with the advertisement and the final buyer’s order before signing. A fee’s label does not decide whether an ad was misleading; its actual terms and presentation matter.

If the price changes, save screenshots with dates, the listing URL, texts, emails, the quote, and the purchase contract. You can report deceptive practices to the FTC. An attorney can assess state consumer protection claims and any financing or contract issues. Do not assume the FTC guidance by itself creates a private claim or guarantees cancellation.

Ginsburg Law Group can review a dealer advertisement and the signed documents to identify where the price changed and what remedies may be available.