The FTC just put every dealer's advertising on notice. The agency's new guidance is clear: the price you show must be the real price a customer can pay. Government fees like tax, title, and registration are the only exceptions. This means your doc fee must be included in the advertised price. No more asterisks, no more fine print on this point. State-level rules that allow for separate doc fee disclosures are now secondary to this federal mandate. The FTC sent 97 warning letters. More enforcement is coming. Here’s your immediate action plan: * Audit your website. Is the most prominent price the true all-in price? * Call your ad agency. Confirm all third-party listings and paid search ads comply. * Review your in-store materials. Ensure your pricing process matches your advertising. * Join the NADA webinar. Hearing directly from an FTC attorney is non-negotiable. This isn't a fire drill to be ignored. It's a fundamental change to how you can go to market. Watch the full episo...