What is the REAL price of that car?

The FTC has not issued a brand-new standalone regulation (like a formal "rule") specifically on car price advertising in 2026. Instead, on March 13, 2026, it sent warning letters to 97 auto dealership groups nationwide, putting the entire industry on notice about deceptive pricing practices.

Core Requirement

Advertised vehicle prices must represent the total price (often called the "all-in" or "out-the-door" price) that consumers will actually be required to pay. This includes all mandatory dealer-imposed fees and charges (such as doc/admin fees, processing fees, freight, handling, preparation, or other non-optional add-ons).

The only common exclusions are government-required charges, such as:

• Taxes
• Title/registration fees

Dealers must ensure the advertised price matches what consumers are actually charged at purchase. The most prominent price in ads (online, print, etc.) should reflect this total for all or virtually all consumers.

Prohibited Practices (Deceptive Under FTC Enforcement)

The letters highlight these common issues as potentially unlawful under Section 5 of the FTC Act (prohibiting unfair or deceptive acts):

• Advertising a price that omits mandatory fees.
• Advertising prices based on rebates, discounts, or incentives not available to all customers.
• Failing to account for any required down payment in the advertised price.
• Conditioning the advertised price on using the dealer's financing (or other specific terms).
• Requiring purchase of additional items (add-ons) not reflected in the advertised price.
• Advertising vehicles that are unavailable or nonexistent (bait-and-switch tactics).

Additional Context

• This builds on the FTC's broader push for price transparency across industries (e.g., junk fees in housing, tickets, etc.) and echoes elements of the earlier "CARS Rule" (which was largely vacated by courts but whose transparency principles the FTC continues to enforce via case-by-case actions).
• Dealers are encouraged to review all advertising channels (websites, third-party sites, social media, etc.) for compliance.
• Non-compliance can lead to enforcement actions, fines, or other penalties.

In short, the FTC's message is clear: No more lowball advertised prices followed by surprise mandatory fees at the dealership. Consumers should see a realistic total price upfront. Dealers who don't comply risk FTC scrutiny.

For the official FTC announcement and template letter, check ftc.gov. If you're shopping for a car, look for clear "total price" or "out-the-door" figures excluding only taxes/title.