WISCONSIN (SPECTRUM NEWS) – The Wisconsin Division of Motor Vehicles advised consumers to be aware of advertising and pricing when purchasing a vehicle.

“Wisconsin dealerships must stand behind the offer they make in their ads,” said DMV Dealer and Agent Section Chief Michael Domke in a press release. “If they don’t, consumers have the support of state agencies, including the DMV.”

False or misleading advertising is against Wisconsin’s advertising laws. Ads must disclose all the information that will impact a buyer’s purchasing decision, according to a Department of Transportation press release.

“A dealership is required to advertise a price that every customer qualifies for,” said Domke. “It is illegal to advertise a price and then tell a customer they don’t qualify for that price.” 

The DMV advises buyers to read the entire ad including the fine print, watch for exclusions and disclaimers, take the ad with them, understand basic financial terms and watch for ads that offer one vehicle but a different vehicle is presented at the dealership.