On March 13, 2026, the Federal Trade Commission sent warning letters to 97 auto dealership groups across the country, telling them their advertised prices did not match what customers were actually being charged at the counter.

What the Letters Actually Said

FTC Bureau of Consumer Protection Director Christopher Mufarrige: “The Trump-Vance FTC is committed to preventing auto dealers from misleading consumers with low advertised prices and then adding on mandatory fees at the end of the purchasing process.” The letters flagged advertising a price that excludes required fees, rebates not available to every qualifying consumer, and making the advertised price contingent on dealer financing.

This Traces Back to the CARS Rule

The FTC’s original CARS Rule was challenged in court and struck down on procedural grounds in early 2025, but that legal setback didn’t end the underlying enforcement effort.

The Cases Behind the Warning

The FTC’s letters point to pending and resolved cases as the template for what dealers should expect if they ignore the warning, including the $78 million Lindsay Auto Group settlement.

What This Means If You’re Car Shopping

Get every fee in writing before you sign anything, and ask directly whether the advertised price requires dealer financing to get.