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Vehicle Advertising

Vehicle Advertising

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Published by Mike DeWine

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Published by: Mike DeWine on Nov 09, 2011
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11/09/2011

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Guidelines for Motor Vehicle Advertising Ohio Attorney General Mike DeWine 
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Dear Ohio Auto Dealers,
 The Ohio Attorney General’s Ofce understands the signicant impact that motor vehicle dealers have on the state. Dealerships provide jobs, advance economicgrowth, and provide goods and services to consumers. The ofce also recognizesthat in a large and competitive eld such as motor vehicle sales, advertising isessential. Advertising allows dealers to market their sales, to promote their vehiclesand services, and to bring consumers into their dealerships.Consumers also rely on advertisements to guide their purchasing decisions. Amotor vehicle purchase is, for many consumers, the second-largest purchase they  will ever make, and consumers depend on advertisements that are accurate, fair,and in accordance with Ohio law. To help you ensure that your advertisements comply with Ohio law, the Attorney General’s Ofce has created Guidelines for Motor Vehicle Advertising. Thispublication was created, in part, as a response to an industry request for greaterguidance in understanding the laws related to motor vehicle advertising. It explainspractices that violate Ohio laws governing false advertising and unfair anddeceptive business practices.Guidelines for Motor Vehicle Advertising is intended to help businesses understandthe law. However, these guidelines are not exclusive and do not imply that the Attorney General’s Ofce is concerned only with the advertising practicesdescribed in this publication or approves or condones any specic businesspractices or advertisements. Advertising practices not specically explained in thisguide also may be considered unfair or deceptive. The Attorney General’s Ofce is committed to ensuring that Ohio is a fairplace to do business. This guide is designed to help the motor vehicle industry maintain a level playing eld, where everyone plays by the same rules and no oneis at a competitive disadvantage. Follow these guidelines carefully, because a fairmarketplace benets both consumers and dealers.
Sincerely 
,
Mike DeWine
Ohio Attorney General
 
Guidelines for Motor Vehicle Advertising Ohio Attorney General Mike DeWine 
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Table of Contents 
Red Flags Indicating Unfair or Deceptive Advertising Frequently Asked QuestionsConsumer TransactionsAdvertisements“Clear and Conspicuous” Disclosure of Material TermsFalse and Misleading Advertising PracticesVehicle and Price AvailabilityPrice Advertising Advertisement of Used Rental and Demonstrator VehiclesGeneral Requirements for Credit and Lease Advertising Credit Advertising Advertising PrizesInternet/Online Advertising Television Advertising Radio Advertising Sample Advertisements4588111315172324263032343536

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