As of October 28, 2025, Google began enforcing new transparency standards for digital ads that feature pricing. Under the new rules, ads must clearly reflect what buyers will actually pay, including all required fees and terms. Offers that rely on fine print, vague disclaimers, or “free” claims that are not truly free are now being flagged and removed. With most online shopping journeys starting on Google, its ad rules now function as a practical benchmark for price transparency across the industry.
What Changed
Under Google’s updated policy on dishonest pricing, any ad that mentions a price or payment must reflect what a buyer will actually pay and how they will be charged. The policy requires advertisers to:
- Show clear, complete pricing so users understand the true cost before purchase.
- Avoid misleading formats or omissions, including hidden fees or undisclosed conditions.
- Describe pricing and payment terms in plain language, so recurring charges or payment structures are obvious.
- Use “free” only when no payment or obligation exists.
- Ensure consistency between the ad and the landing page so users are not misled after clicking.
Examples of Violations
- Ad says “$299/month, $0 down” → requires $3,000 due at signing with no disclosure.
- “New F-150s starting at $39,999” → no vehicle actually listed at that price on the website.
- “0.0% APR on all models” → financing applies to only one or two models.
- “Dealer fee included” → checkout adds a $699 processing fee.
- Vehicle Listing Ad shows $45,500 → feed not updated, website now shows $46,995.
How Dealers Advertise on Google
For most dealerships, Google Ads remain the most powerful source of online traffic. Dealers use search campaigns to target vehicle names, models, and lease offers; display ads to promote specials and incentives; and dynamic inventory feeds that push live pricing from their websites. Because these ads often display vehicle prices directly in the creative, a mismatch between the ad and the landing page can trigger a violation under Google’s policy. Even small pricing differences, such as omitting a required dealer fee or listing different lease terms on the landing page, can be treated by Google as misleading and may lead to ad disapproval under its misrepresentation policy.
Why It Matters
Google’s advertising standards update did not occur in a vacuum. It arrived at the same time regulators have been turning their attention to “junk fees” and deceptive pricing practices in retail advertising. Although Google is not a regulator, its control over online search and advertising gives it more influence on marketplace behavior than most government agencies. When an ad or listing is restricted by Google, the result can feel no different from a formal enforcement action.
Staying Compliant
- Review all active ad copy to confirm pricing accuracy.
- Make sure landing pages display the same prices, terms, and conditions as the ad.
- Use clear, visible disclaimers rather than small or hard-to-read fine print.
- Avoid vague “free” or “limited-time” language unless it is fully explained.
ComplyAuto Insight
ComplyAuto helps dealers integrate advertising accuracy into their broader compliance programs. Through the ComplyAuto Guardian platform and custom regulatory guidance, we help dealerships verify that their advertised prices, disclosures, and offers meet state and federal standards before they go live. ComplyAuto Guardian helps dealers identify and prevent the same kinds of misleading claims that can lead to Google policy violations or ad disapprovals.