OMVIC Launches Campaign To Educate, Protect Car Buyers


OMVIC’s 2018 Consumer Awareness Campaign will give Ontario car buyers a strategy that ensures that dealers price their vehicles according to the price they are advertised for.

OMVIC’s Take a Picture campaign encourages car shoppers to take a picture of the dealer’s advertisement and bring it to the dealer, “because consumers should not be charged more than the advertised price.”

The new campaign utilizes TV, radio, social media and online advertising. In addition to English, online ads will appear in French, Hindi, Urdu, Arabic, Portuguese, Spanish, Mandarin and Russian to help inform new Canadians, many of whom are unfamiliar with the laws governing vehicle sales in Ontario.

“This messaging is designed to help empower consumers,” explained John Carmichael, OMVIC CEO and registrar. “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.”

This is important and necessary due to some the continuing non-compliance with all-in price advertising regulations by some dealers.