11/03/2026
The FTC has made it clear: dealership pricing needs to be honest, up front, and complete.
Under the FTC guidelines, advertising and sales efforts can’t be deceptive, which includes how prices and add-ons are presented to the customer.
“Optional” packages only means optional if the customer can actually say no to them. The FTC has alleged that some dealerships required buyers to purchase add-on packages costing additional thousands of dollars that weren’t included in the advertised price. The packages were described as pre-installed and unable to remove.
Calling something “optional” in an ad or contract doesn’t make it so. If a customer can’t buy the vehicle without it, it’s a mandatory charge for pricing purposes and should be included in the total advertised price.
Dealership checklist:
âś… Customers can decline optional products, or choose them affirmatively
✅ Advertised prices don’t depend on a hidden “optional” add-on
✅ Pre-installation isn’t used to force an undisclosed package
✅ The buyer’s order lists each optional item separately and accurately