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Ontario Motor Vehicle Industry Council resumes campaign

The Toronto-based Ontario Motor Vehicle Industry Council has resumed a campaign from 2015 intended to raise consumer awareness in that province of their right to all-in price information from auto dealership advertisements. The council is the province's regulator of vehicle sales. The campaign consists of television, radio, online, billboard and transit advertising, as well as social media activities. The creative depicts a dog enjoying a ride in a car.

"Since 2010 car buyers have had right to all-in price advertising," said Terry O'Keefe, director of communications and education for the council. "That means dealers must include all fees, except HST and licensing, in any advertised vehicle price. If consumers know they have a right to all-in price advertising, they are able to protect themselves should they encounter non-compliant advertising. While the message delivery is cheerful, the outcome will have an important effect. Consumers will avoid dealers who break the law and instead buy vehicles from those who provide the fair and transparent advertising required by Ontario's consumer protection legislation."

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