Ontario Motor Vehicle Industry Council conducts campaign
The Toronto-based Ontario Motor Vehicle Industry Council has begun an advertising campaign in Ontario intended to raise consumer awareness of their right to all-in price advertising. The campaign includes online, radio and television advertising. The 30-second television commercial will air on networks including CBC, CityTV, CTV and Global. The creative is intended to depict the fun of buying a car by showing a series of dogs hanging their heads out of car windows.
"Only 29% of Ontarians know that if they see a dealer's advertised price for a vehicle, that price must include all fees and charges the dealer intends to collect," said Terry O'Keefe, director of communications and education of the organization. "This campaign is designed to further educate and inform, because better educated consumers are better protected consumers."
The Ontario Motor Vehicle Industry Council is a regulatory body that administers and enforces the Motor Vehicle Dealers Act on behalf of the Ontario Ministry of Government and Consumer Services.