You may only advertise new vehicles using terms such as 'invoice' or 'cost' only when?

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Advertising a new vehicle with terms like “invoice” or “cost” is allowed only when you clearly disclose that the actual dealer cost may be less than the invoice, due to factory holdbacks, rebates, incentives, or other discounts. This requirement keeps price information transparent, preventing customers from assuming the invoice figure is the final price they must pay. By including that potential reductions exist, you help buyers understand that the advertised cost is not a guaranteed price and that additional savings may apply. Even though the term “invoice” can be used, the emphasis must be on disclosure of possible lower costs to avoid misleading impressions.