Effective October 28, 2025, Google’s updated Misrepresentation Policy on Dishonest Pricing will directly affect how automotive dealers advertise online — especially through Vehicle Listing Ads (VLAs) and Dynamic Search campaigns.
Industry Context: Pricing Pressure in a Volatile Market
The timing couldn’t be more relevant. The past few years have been defined by supply chain disruptions, chip shortages, and even a recent aluminum plant fire that has constricted parts supply across several OEMs. As inventory tightened, many dealers turned to market adjustments and mandatory add-ons to protect margins.
While understandable, that approach has drawn the attention of regulators and now, Google. The company’s latest policy enforces strict transparency: the price in the ad must equal the real, pre-tax sale price. Any mandatory add-ons — from pre-delivery fees to installed accessories — must be included in that displayed amount.
The Policy Shift: Transparency Over Tactics
Google will now flag, disapprove, or even suspend ads that show pricing inconsistent with the final transaction price.
Disclaimers like “plus dealer fees” or “subject to change” will trigger “Misrepresentation: Dishonest Pricing” violations.
This applies across:
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Vehicle Listing Ads (VLAs)
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Dynamic Search Ads
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Merchant Center vehicle feeds
Dealers whose feed data doesn’t match their on-site VDP pricing are most at risk.
Why It Matters
Today’s car shoppers compare dozens of listings before visiting a dealership. If prices differ between the ad and the VDP (Vehicle Detail Page), trust collapses — and Google’s systems are now trained to detect and penalize that inconsistency.
This is part of a broader trend in digital marketing: AI-driven ad verification. Platforms are using machine learning to cross-check ad claims against real-world product data. The result is a new advertising landscape that rewards accuracy and transparency.
How Omni Is Protecting Dealer Performance
At Omni, our Search Engine Marketing and Digital teams are taking proactive steps to ensure all dealer campaigns remain compliant and stable as this policy takes hold. We’ve expanded our monitoring protocols to include:
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Daily audits of Google Ads Policy Manager for any “Dishonest Pricing” alerts
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Automated Merchant Center diagnostics to catch feed-to-VDP mismatches early
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Real-time alerts for policy changes across all managed accounts
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Ongoing monthly VDP and pricing stack reviews to ensure every dealer’s on-site pricing remains aligned with feed and ad data
Looking Ahead
As the market continues to normalize from years of supply chain chaos, transparency will become a key differentiator. Dealers who embrace accurate, up-front pricing won’t just stay compliant — they’ll earn more consumer trust and perform better in Google’s evolving ad ecosystem.
Omni will continue to monitor, adapt, and communicate every policy change that affects dealer marketing. Our goal remains simple: keep your campaigns compliant, visible, and profitable.