Content Compliance

A COMPREHENSIVE GUIDE

When dealerships sign up for Digital

Marketing, they are trusting us with
upholding the standards of the brand
they sell. Each brand provides marketing
guidelines to its dealerships, which
outline the mandatory compliance
requirements that each website,
campaign and piece of content must
adhere to. Because those guides are
long and tedious to fan through, this
guide is meant to a faster way to show
you how compliance pertains
specifically to content. Similar to Frodo
tossing the Ring into Mount Doom,
youre tasked with destroying any and Do as we saynot as we do.
all traces of non-compliant content. Are a Honda Proverb
you ready to take this journey?

Lets get started.

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Table of Contents

Honda/Acura
Page 3 : General Notes, Pricing/MSRP
Page 4: Language Guidelines, Image Usage, Dealership Rules
Page 5: Sales, Fuel Economy, Awards
Page 6: How to Submit to Compliance

Mercedes-Benz
Page 7 : Mercedes-Benz Name, Copy/Language Guidelines
Page 8: Copy/Language Guidelines Continued
Page 9: Targeting, Image Usage
Page 10: Leasing and APR Financing Language, Service-related Pages

Mazda
Page 11 : Model Names, Other Wording Guidelines/Formats
Page 12: Other Wording Guidelines/Formats Continued, Image Usage
Page 13: Mazda Certified Pre-Owned

Toyota
Page 14 : Language Guidelines, Targeting/Other Toyota Dealerships
Page 15: Events, Certified Pre-Owned/Used Sales

Nissan
Page 16 : Visual Guidelines, Language Guidelines

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Honda & Acura

Honda and Acura (Hondas luxury division) constantly check our content for anything non-compliant with their brand
standards. Each brand divides their rules up by Category (1, 2, 3) and Type/Severity (A, B). Click here for the full defi-
nitions of each Category and Type. Since these brands are more picky than others in terms of compliance, its im-
portant to note the following:

General Notes

Do NOT capitalize either of the brand names for any reason. Example of the wrong way to write
model names: HONDA, ACURA

Obviously, do not include any sexual, political, racial and/or religious language that could be offen-
sive to potential Honda/Acura buyers.

Pricing/MSRP (Category 1Type A)

Do NOT quote retail sales prices that are below Dealer invoice plus destination and handling charges.

When advertising a retail sales price on a vehicle, the correct vehicle description, including year,
model, trim level, transmission, equipment, body style and 2WD/4WD, if applicable. Example: 2012
Honda Accord Sedan EX AT with Navi OR 2012 Honda CR-V LX 4WD.

Use NEW instead of ALL-NEW when describing a new Honda or Acura model.

Be sure to include a disclaimer when mentioning pricing. USE MODEL-SPECIFIC DISCLAIMERS FROM
OEM SITE.

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 Honda & Acura
Honda & Acura

Language Guidelines & Image Use (Category 1Type B)

If youre writing about a specific year of a model, the images you use should match the model exact-
ly (this includes the specific trim level).

In this vein, be sure to identify specific trim levels in your writing. For instance, if you are
doing a comparison, keep your keyword as 2016 Honda Accord vs. 2016 Ford Fusion
but in the table and the copy, call out one trim and use that as the basis for the entire
piece.

Do not use distressed wording when referencing a sale. Examples: Clearance, blowout, liquidate,
overstocked, closeout, special discount, or any other words/phrases that make Honda/Acura sound
like it isnt a polished brand.

If youre going to use a Honda or Acura logo, it needs to be against a background it is clearly visible
on.

Do NOT alter the logo in any way. This includes changing the size, color and/or omitting
the signature that is attached.

Dealership Rules (Category 2Type B)

Dont pretend youre Honda - always write as if you are the dealership.

Do not use terms or images that convey the impression that the Dealer is in a position to offer the
lowest pricing of any Honda Dealer. Examples: Guaranteed Lowest Price, Price Protection Guarantee

If your dealership is not actually located in the city you are optimizing for, use near or serving
rather than in. Do not use any prepositions in the keyword/URL!

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Honda & Acura

Sales (Category 3Type A)

Do NOT make reference to XX% off or $XX off without listing the price (e.g., the MSRP) from which
the percentage is being deducted.

Do NOT use the term No Money Down, $0 Down, Sign and Drive if a first payment, security
deposit or down payment is required at signing.

Pricing/MSRP (Category 1Type A)

Do NOT use words like biggest, best, largest, most excellent, superb, insanely awesome, etc.
when referencing a Honda/Acura vehicle. The brands do NOT want to put themselves on a pedes-
tal.

If youre writing about fuel economy, make sure youre not exaggerating or making unsubstanti-
ated claims (Example: This Honda has a great fuel rating!). Any mention of fuel economy on Hon-
da or Acura models must be noted by an asterisk and have the appropriate disclaimer at the
bottom of the page. USE MODEL-SPECIFIC DISCLAIMERS FROM OEM SITE.

ALWAYS distinguish between new and used models. This is especially important when you
are linking to general inventory on CLP pages. There MUST BE separation between new and used
vehicles on buttons like the following:

Avoid mentioning any sort of award or Top Safety Pick that either brand receives. If the dealer-
ship requests it, talk to your supervisor.

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Honda & Acura

General Pre-Approval

Each one of our websites is part of the pre-approval process, which means that each website gets
submitted to an OEM to ensure it is compliant. We do this to avoid penalties (strikes).

If a correction needs to be made, Support will take care of it. Just because a correction needs to be
made doesnt mean its an automatic strikewe call these corrections dings informally.

How to Submit Content for Pre-Approval

Visit either Honda or Acuras submission site.

Log in with the dealerships designated username and password.

On the left-hand side of the homepage, select Submit Pre-Approval

Step 1: Choose Internet, then Web Page

Step 2: Choose your file (must be a PDF). Do not fill out special instructions
Step 3: Add the dealerships website name to Publication ie. Howdy Honda
then put todays date in Start line and End line.
Step 4: Select whether or not the item was submitted before
Step 5: Add a contact from the dealership and your work email, then add your su-
pervisors phone number

How to Check for Approval

Visit either Honda or Acuras submission site

Log in with the dealerships designated username and password
On the left-hand side of the homepage, select My Compliance Status
Select Pre-Approval Reports, then Dealer Activity
Click Submit without selecting any parameters

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Mercedes-Benz

Mercedes-Benz content is occasionally submitted to ensure that dealerships remain compliant with the standards set
by the brand. Content is not immune to this compliance check, so its important to watch for the following items:

The Mercedes-Benz Name

The Mercedes-Benz Name

Unauthorized uses of the Mercedes-Benz trade name (Mercedes-Benz Sweepstakes) is to be

avoided.

If your dealership is named Aristocrat Motors, do not refer to it as Aristocrat Mercedes-Benz, even
if they specifically sell Mercedes-Benz models. Do not pretend to be Mercedes-Benz.

Copy/Language Guidelines

Hyphens and capitalized model letter(s) must be used when listing the vehicle class. Example: E-
Class, GLK. Vehicles with three letter model names drop the -Class. Example: GLK, CLA.

If youre writing out names that also have numbers attached, be sure to include a space. Example: C
300. Do NOT write C300.

When referencing the MSRP, be sure to designate the year, model, class and coupe/sedan or luxury/
sport. If year, model and configuration are included, the following disclaimer should be utilized:

*MSRP does/does not include transportation charge. Excludes options, taxes, title, registration,
[and dealer prep]. Options, model availability, and price may vary. [See dealer for details.]

If that information isnt specified, it should be written as such: starting at MSRP. Example: The
GLK, starting at $XX,XXX. If it is written that way, the following disclaimer should be at the bottom of
the page:

*MSRP for a (year) (model) includes transportation charge. Excludes all options, taxes, title, regis-
tration, [and dealer prep]. Options, model availability, and price may vary. [See dealer for de-
tails.]

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Mercedes-Benz

Copy/Language Guidelines Continued...

When referencing efficiency numbers, use the following disclaimer:

*EPA estimated XX MPG highway with XX-gallon fuel tank capacity. You may get different
mileage depending on driving conditions.

Do not utilize any form of distressed advertising, including any mention of overstocking, closeouts, or
other suggestions that the vehicles cannot be sold. Examples of terms to NOT use: discount, XX% off,
clearance, blowout, reduction, save X,XXX off of MSRP, etc.

Dealers are discouraged from advertising call outs to competitors by name as it diminishes the in-
tegrity of the brand. Be fair/honest in comparison CLPs.

The terms AWD and All-Wheel Drive may only be used with the term 4MATIC. If you reference
4MATIC, the following disclaimer should be used:

*Best performance on snow and ice obtained with winter tires. Please always drive care-
fully, consistent with road conditions.

The following registered and trademark terms must appear with their symbol for all customer-facing
communications: mbrace, ESP , ATTENTION ASSIST, 4MATIC, mbrace2, PRE-SAFE,
harman/kardon, Logic 7, Bluetooth, COMAND, AMG, DISTRONIC/PLUS , ECO-START,
AGILITY SELECT, KEYLESS GO, AGILITY CONTROL

Use the following disclaimers for PRE-SAFE, harmon/kardon and Bluetooth:

*PRE-SAFE closes the side windows when the system's sensors detect side movements that
suggest a possible rollover. A small gap is left near the fully closed position. Seat and head
restraints adjust only when equipped with memory system.

* harman/kardon and Logic 7 are registered marks of Harman International Industries,

Incorporated.

* Bluetooth is a registered mark Bluetooth SIG, Inc.

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Mercedes-Benz

Targeting

Mercedes-Benz dealerships are not allowed to target areas outside of their AOI (area of interest).

Avoid using keywords that include a geographic reference outside of the dealerships AOI. This also
includes usage of bad AOIs in the URL, Meta tags and descriptions, etc.

Image Usage

If youre writing about a specific year of a model, the images you use should match the model exact-
ly (this includes the specific trim level).

Avoid placing the logo into images on your own - there are guidelines on the spacing and how far
apart the words and logo should be.

If youre using an image of a European model, it needs to be apparent. Use this marking:

*European model shown.

Do not alter images taken from www.mercedesmarketing.com - alterations can only be made to
images from www.mbusa.com. You are allowed to utilize and alter images from Mercedes-Benz so-
cial sites (USA preferred).

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Mercedes-Benz

Targeting

Photography or illustrations of specific vehicles must be reflective of the advertised terms or other-
wise noted.

The duration of the limited time lease or sale offer must be specified.

The headline/body copy may describe the vehicle and the lease or retail in general terms. Link to the
page with the prices/costs/etc. and lease terms - this is best practice to avoid sorting through which
disclaimers youll have to use. If you need to specify APR or cost of any kind, check here (beginning on
page 9).

Service-related Pages

If youre writing about/advertising Premier Express Services, the following disclaimer should be
used:

*With Premier Express, you can receive routine vehicle service maintenance in about an
hour or less with no appointment required. Actual servicing duration may vary based on
external circumstances.

If youre going to write a CLP about oil changes, be sure to not advertise the oil change as a
Mercedes-Benz oil change the brand does not want to be associated with peasant dealerships.

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Mazda

Mazda combs through their websites each quarter to ensure that dealerships remain compliant with the
standards set by the brand. Content is not immune to this compliance check, so its important to make sure
we watch for the following items:

Writing Model Names

When referencing models with a number in the name, do not add a space between the letters and
numbers. Omit Mazda before the name of each model. Examples: 2016 Mazda3, 2016 Mazda6

For other vehicle lines (CX, MX), a space must follow the word Mazda and a hyphen must pre-
cede the number Example: Mazda CX-5, Mazda CX-9

Do NOT capitalize the brand name when referencing models. Example of the wrong way to write
model names: MAZDA CX-5

Other Wording Guidelines/Formats

Do not use distressed wording when referencing a sale. Examples: Clearance, blowout, liquidate,
overstocked, closeout, fleet pricing, red tag sale, supplier pricing, meet, beat, match, special alloca-
tion, special pricing, special test marketing, member pricing, special allowance, special program,
special discount, etc.

Use the phrase SKYACTIV() TECHNOLOGY, complete with the () trademark symbol. SKYACTIV
should never be used alone without TECHNOLOGY or a suffix. Add the following suffixes when us-
ing the word SKYACTIV with specific technologies:

SKYACTIV-G when referring to the gasoline engine

SKYACTIV-Drive when referring to the automatic transmission
SKYACTIV-MT when referring to the manual transmission
SKYACTIV-Body when referring to the body
SKYACTIV-Chassis when referring to the chassis

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Mazda

Other Wording Guidelines/Formats Continued...

i-ACTIV AWD and i-ACTIVSENSE are trademarked. Always use the registered symbol whenever
either are used.

MAZDA CONNECT is trademarked. Always use the registered trademark symbol whenever
MAZDA CONNECT is used.

The phrase Driving Matters is reserved for Mazda campaigns - only use if dealership specifically
requests it for a CLP on a running campaign. If it is requested, make sure the trademark symbol () is
present.

According to Mazda, the dealership youre writing for should not be favored over others. In compari-
sons, avoid using the words better or best unless it is true and factual.

Image Usage

If youre writing about a specific year of a model, the images you use should match the model exactly
(this includes the specific trim level).

Be sure to use the current, correct Mazda logos in CLP images, or anywhere they are utilized. Exam-
ples:

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Mazda

Mazda Certified Pre-Owned

Using the terms CPO and Certified Program is prohibited. You should always either say Mazda
Certified Pre-Owned OR have the Pre-owned logo visible.

The following logos may be used for Mazda Certified Pre-Owned Pages:

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Toyota

Toyota expects its dealerships to adhere to its rules, whether or not theyre being checked by a compliance team.
Toyotas compliance department will comb through websites once a month, but not as strictly as Honda or Mercedes
-Benz. Its our job to follow these guidelines:

Language Guidelines

All Toyota dealers must avoid advertising that in any way undermines the value of the Toyota
brand or any other Toyota dealership, which includes, but is not limited to, all advertising with sex-
ual, racial, religious, or political overtones and offensive language.

Words, terms, or images that suggest a vehicle is being offered for sale below the MAAP (Minimum
Allowable Advertised Price) guidelines are not allowed. Examples include: At/Below Dealer Cost,
Dealer Cost, Dealer Invoice, Below Invoice, Factory Invoice, Wholesale Cost, Too Low to
Show and other similar terms. Click for Price or other similar variations.

Do not use language that suggests extreme discounts, or that there is a way for dealerships to ap-
prove just anyone credit-wise.

Targeting & Other Toyota Dealerships

Do not target cities that are outside of your region. If youre writing about a nearby city that the
dealership isnt in, be sure to include near or around instead of insinuating that the dealership
is actually in that city.

Your Toyota dealership is not special. Dont use any terminology that implies that your dealership
is more qualified to sell Toyota models than the Toyota dealership down the street. In that vein,
avoid unsubstantiated claims that your dealership is the #1 dealership in the region.

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Toyota

Events and Certified Pre-Owned/Used Sales

If you're creating a page about a specific rate or sale, dont specify on the page unless youre going
to remove it once the sale is over. Everything must be up-to-date. Best practice is to simply link to
the page with pricing information.

Be very clear on whether or not your page is about a certified pre-owned or used vehicle. If details
arent specified, it will be assumed (by Toyota and others) that the vehicle is new.

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Nissan

Each month, our Nissan sites are submitted to the brands compliance department. In order to ensure that the web-
sites content remains compliant, its important to adhere to the following guidelines set by the brand:

Visual Guidelines

Do not alter the Nissan logos size, color or other aspects.

If you want to use the logo as a design element, it should never be placed on anything other than a
solid background.

Use the appropriate/approved fonts when youre making images or posting text. The following
fonts are pre-approved: Nissan font, Helvetica, Arial, Verdana

Do NOT write the word Nissan or any of its model names in all caps.

Language Guidelines

Do not write to mislead customers, or use any sexual, religious, political or racial overtones.

Your Nissan dealership is not special. Dont use any terminology that implies that your dealership is
more qualified to sell Nissan models than the Nissan dealership down the street.

Do not use terminology that suggests that Nissan loves your dealership more. Examples: Nissan-
approved sale, Nissan special offer

Do not use blown up terminology to express that a sale is occurring. Examples: liquidate, over-
stock, employee cost, invoice, lowest price, clearance, etc.

Any claims or accolades need to have the source clearly identified. Do not write about awards that
are over a year old.

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