Here is a summary of the ATANCA-BBB code of advertising ethics:
*Dealers will "fairly and fully disclose" all details in sales incentive programs.
*Former prices listed in discount advertisements should be the actual price at which the advertiser sold affected models, or the price at which the advertiser offered those models in good faith with intent to sell.
*The words "list" or "sticker" price should refer only to the federally mandated label showing the manufacturer's suggested retail price.
*No automotive advertisement should imply that the dealer has a special relationship with the manufacturer not enjoyed by other dealers.
*And car advertisements making underselling claims should be capable of being substantiated.
*Advertisements should state clearly the number of cars available in "limited-quantity" sales, unless similar vehicles will be available in a reasonable period of time at the same price.
*Advertisements claiming "full delivered cash price" for new vehicles should include the cost of any dealer-installed options or services.
*Disparaging auto ads should be avoided.
*The term "invoice" in dealer advertisements should apply only to the manufacturer's actual wholesale cost to the dealer. Additional charges to the consumer should be disclosed in "invoice" advertisements.
*Qualifying factors in special-offer advertisements should be fully disclosed.
*Automotive lease advertisements should be written in a manner that would prevent consumers from misinterpreting them as advertisements for automotive sales.