RV dealerships face heightened federal scrutiny over surprise add-on fees following new pricing guidance from the Federal Trade Commission. In an Automobile Industry Pricing Transparency FAQ released on September 15, 2026, the FTC clarified that advertised vehicle prices must reflect the actual, total price available to any customer, prohibiting dealers from tacking on mandatory charges at closing.
Section 5 Enforcement Covers RV Retailing
Recreational vehicles, marine craft, and motorcycles were formally excluded when the FTC issued its Combating Auto Retail Scams (CARS) Rule in December 2023. However, that carve-out did not exempt the industry from federal consumer protection laws. The agency's September 2026 guidance interprets existing enforcement authority under Section 5 of the FTC Act, which prohibits unfair or deceptive acts or practices across all commerce.
The guidance builds on formal enforcement steps taken earlier this year. In March 2026, the FTC dispatched warning letters to 97 dealership groups nationwide over misleading price displays. Under Section 5, listing an artificially low baseline price online to draw in shoppers—and then adding non-negotiable dealer fees later in the buying process—qualifies as deceptive advertising.
Mandatory Fees Must Be Built into Base Prices
The FTC has not banned freight, shipping, or dealer prep charges. Dealerships can still bill for transportation, inspection, and lot preparation, but mandatory charges must appear as part of the total upfront advertised price rather than separate surprise line items.
Under the FTC framework, all mandatory dealer-imposed charges must be built into the advertised figure, including:
- Freight and destination shipping costs
- Dealer preparation, battery installation, and propane fill charges
- Predelivery inspection (PDI)
- Mandatory documentation preparation fees
The only fees retailers may legally exclude from an advertised price are mandatory government fees paid directly to public agencies, such as state and local sales taxes, official title fees, and state vehicle registration costs.
Tighter Standards for Rebates and Financing Terms
The September 2026 guidance also cracks down on conditional discounts. Dealerships cannot promote a vehicle price that depends on limited rebates—such as military service, first-responder status, or college graduate programs—unless the universally accessible cash price available to all buyers is displayed most prominently.
Similarly, advertised prices cannot be conditioned on dealership financing unless buyers paying in cash or bringing third-party financing can purchase the vehicle for the exact same advertised amount.
Industry Groups Push for Compliance Ahead of Convention
RV industry leaders and legal advisers are urging dealerships to update inventory feeds and software systems immediately. RV Dealers Association (RVDA) President Phil Ingrassia publicly confirmed that the FTC's clarification means destination and prep charges must be factored directly into advertised prices rather than introduced during negotiations.
Compliance audits will be a central topic at the RV Dealers Convention/Expo in Las Vegas in November 2026. Industry compliance specialists, including Adam Crowell, chief legal and strategy officer at dealership software and compliance firm KPA, are scheduled to lead training sessions helping retailers audit digital inventory feeds and dealer management systems for pricing transparency.
While traditional retailers work to restructure their online listings, progressive dealerships that already advertise upfront, no-fee pricing—such as Bish's RV and Recreation USA—are using the federal crackdown to reinforce their transparent pricing models.