51 / 266
HOT TOPICS
2016
MEMBERSHIP
DIRECTORY
36
NADA ISSUES NEW COMPLIANCE GUIDE ON FEDERAL
ADVERTISING RULES
The National Automobile Dealers Association’s (NADA) Dealer Guide to Federal Advertising Requirements
assists new car dealers in complying with federal advertising requirements on the sale, financing, and
leasing of automotive products and services.
The publication provides examples of “bad” and “good” ads as well as chapters on 41 different federal
advertising topics, such as the use of discount claims, email advertising, green marketing claims, Internet
advertising, satisfaction guarantees, and trigger terms. The Guide can be found at:
www.nada.org/Press-Releases/2015/NADA-Issues-New-Compliance-Guide-on-Federal-Advertising-Rules
.
This guide is an invaluable resource, particularly considering the Federal Trade Commission’s continued
scrutiny of dealer compliance with federal advertising standards. Since 2012, the FTC has initiated nine
separate rounds of advertising enforcement actions against 27 dealers in 17 states for multiple advertising
violations, including actions against three dealers that the FTC announced last December.
“The guide does not address additional advertising requirements that may be imposed at the state or
local level, which vary considerably and need to be fully addressed when dealer ads are reviewed for legal
compliance,” said Paul Metrey, NADA Chief Regulatory Counsel. “It’s essential that dealers consult with their
legal counsel to determine – and to ensure that their advertisements are consistent with – the full scope of
their advertising responsibilities.”
The guide is part of NADA’s Management Series,
“Driven.”It is available at
www.nada.org.