How to advertise car payments, rates and lease offers

Most shoppers think in monthly payments, so “$299 a month” is often more persuasive than a sticker price. But payment, rate and lease ads come with disclosure rules, and a missing line of fine print can turn a great offer into a complaint. The good news is that the rules follow a simple logic: if you show part of the deal, show the rest of it too.

Finance offers (US)

Under federal truth-in-lending rules, some details in a credit ad are “triggering terms”. Mention any of them and the ad must include the full terms.

A rate on its own must be stated as an APR. “0% APR for 60 months on approved credit” is fine; “0% financing” with nothing else usually isn’t complete.

Lease offers (US)

Lease ads have their own rules. If an ad mentions the monthly payment, the number of payments, or what’s due (or not due) at signing, it must also clearly say:

• that it’s a lease;
• the total due at signing;
• the number, amount and timing of payments;
• whether a security deposit is required; and
• any charges that may apply at the end of the lease, such as excess mileage.

Canada

Provinces set their own rules for credit and lease advertising, and many follow the same idea: if you advertise a payment or rate, disclose the APR, the term and the total cost of borrowing. Several provinces, including Ontario and Quebec, also require all-in pricing, so the price shown must include every fee except taxes and licensing.

Make the fine print work on social

• Put it on the image, readable on a phone. Tiny grey text on a dark photo doesn’t count as clear.
• Repeat it in the caption right after the offer, word for word. See how to write captions that sell.
• One offer per ad. Two payments and a rate in one square means three sets of disclosures.
• Name the vehicle exactly — year, model and trim — since the offer usually applies to one.
• Add the end date and “on approved credit” where it applies.

Templates with room for the full disclaimer are in the financing and lease templates.

Words to avoid

• “Guaranteed approval” or “everyone approved” unless it’s literally true. More in credit and financing ads.
• “$0 down” if fees are due at signing.
• A payment for a different trim than the vehicle in the picture.

This is general information, not legal advice. Your manufacturer’s ad guidelines, lender and regulator have the exact rules for your offers.