From the Legal Hotline

By Teri Henning, General Counsel; Melissa Melewsky, Media Law Counsel
Pennsylvania Newspaper Association

Q: An advertiser told us there is a state law that requires vehicle stock numbers to appear in all car ads. Is this correct?

A: No, but in some instances it is advisable to include a stock number for individual vehicles.

There are a number of state and federal laws governing automobile advertising but none require a stock number for every vehicle advertised. 37 Pa Code §301.2 contains a list of 26 prohibited advertising practices that are considered unfair or deceptive. An ad may be considered unfair or deceptive if the ad is for one specific vehicle at a stated price but the ad does not make that fact clear. An ad for one specific vehicle must clearly state that fact by saying “one vehicle only,” “only one in stock” or other similar phrase. The stock number of the specific vehicle can substitute or complement an explanatory phrase to indicate the fact that only one vehicle is available for the price listed in the ad. You can read section 301.2: [CLICK HERE]

The automotive industry is heavily regulated and there are a number of different laws that affect automobile advertising. PNA has devoted a section of the Advertising Handbook to automobiles: [CLICK HERE]

Alternatively, PNA recommends that newspapers who regularly deal with automobile advertisers consider purchasing a copy of the PA Automotive Association’s Dealer Advertising Guide. It is a comprehensive guide that addresses many auto advertising issues. PNA members can purchase the Dealer Advertising Guide at a reduced cost; simply note on the order form that you are a member of PNA and select the “member” pricing option. More information on the Dealer Advertising Guide can be found on the PA Automotive Association’s Web site: [CLICK HERE]

PNA Legal Hotline: (717) 703-3080

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