Businesses and consumers are currently navigating uncertain times in the automotive industry. As always, but especially during these times of uncertainty, it is essential that your business follows Alberta’s all-in advertised pricing legislation.
In Alberta, all-in advertised pricing is the law. That means the advertised price of a vehicle must include ALL fees and charges such as, but not limited to, freight, pre-delivery inspections or expenses, administration costs, documentation fee(s) and levy recoveries.
Adding any fees on top of an all-in advertised price is illegal. For example, if there is an import fee on a vehicle you’re selling, it cannot be added on top of your all-in advertised price. The only fee that can be added to the advertised price is GST and any costs or charges associated with financing (if applicable).
When advertising or selling a vehicle, always be transparent with the consumer. The Automotive Business Regulation (ABR), Section 11(2)(l) states that businesses must include “[…] in the advertised price for any vehicle the total cost of the vehicle, including, but not limited to, all fees and charges such as the cost of accessories, optional equipment physically attached to the vehicle, transportation charges and any applicable taxes or administration fees, but not including GST and any costs or charges associated with financing.”
Remember that as a business, you are responsible for your business’s advertisements. An advertisement could be any AMVIC-licensed business’s website or other online ads, print, social media, billboard, radio and TV. All automotive businesses in Alberta are required to follow the general codes of conduct and the advertising code of conduct, which are legal requirements. Any action that violates either code of conduct is an offence under law.
Use the advertising toolkit available on amvic.org to ensure your business’s advertising is compliant.