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OMVIC begins Take a Picture campaign

The Ontario Motor Vehicle Industry Council of Toronto has begun an advertising campaign intended to educate consumers in that province about motor vehicle dealer advertising. The campaign, called “Take a Picture,” encourages consumers to bring a photograph of a dealer’s advertisement with them when they purchase a vehicle to ensure that the advertised price includes all fees and charges applied by the dealer. The campaign includes television, radio and online advertising. Additional online ads will run in French, Hindi, Urdu, Arabic, Portuguese, Spanish, Simplified Chinese and Russian. This is the second year of this campaign.

“All-in price advertising has been the law in Ontario for nine years now,” said John Carmichael, CEO of the council. “We want to ensure consumers understand that their dealer should be providing this level of transparency. The messaging is designed to empower consumers. If they have a copy of the advertisement and understand they have a right to all-in pricing, it will help consumers protect themselves should they encounter non-compliant advertising.”

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