Buying a car should be an exciting experience. However, when car dealers engage in deceptive and unethical practices—like bait-and-switch pricing—the process can turn into a frustrating ordeal. This marketing tactic lures a customer into a car dealership by advertising an attractive price, only to change the deal when the customer is ready to purchase. By understanding your rights under consumer protection laws, you will be better able to recognize this deceptive tactic and protect yourself from fraud.
What is bait-and-switch pricing?
Bait-and-switch pricing occurs when a dealership advertises a vehicle at a specific price. However, when you arrive to check out the car, you are told that the price has changed or that it only applies under certain conditions, such as a cash-only purchase. The goal is to entice you into the dealership with a great deal, but then pressure you into buying the vehicle at a higher price or under different terms.
Why this practice is illegal
This deceptive tactic is not just unethical, it’s also illegal. In Virginia, the Consumer Protection Act protects consumers in Virginia from unfair practices and prohibits false advertising and deceptive pricing practices. Furthermore, the federal Truth in Lending Act requires clear disclosure of financing terms. The Federal Trade Commission (FTC) has identified that bait-and-switch tactics often violate consumer rights. These laws are designed to protect you from misleading business practices and ensure fair treatment in the marketplace.
How can you protect yourself?
Awareness is your first line of defense against bait-and-switch pricing. There are steps you can take to protect yourself against bait-and-switch tactics in the marketplace. These include:
- Research thoroughly: Before visiting a dealership, research the car’s market value and verify the advertised price on the dealership’s official website or through a reputable source.
- Document everything: Keep copies of advertisements, emails, or any communications related to the price. This documentation can be crucial if you need to take legal action.
- Ask for written confirmation: Request written confirmation of the advertised price and any conditions that apply before you visit the dealership in person.
- Be prepared to walk away: If the dealership refuses to honor the advertised price, don’t feel pressured to make a purchase. Walking away can be a powerful negotiating tool.
By gathering information and getting things in writing, you can do a lot to protect yourself from unfair practices. The more you know about your rights, the less likely you are to fall victim to a bait-and-switch scheme.
What can you do if you’ve experienced a bait-and-switch?
If you fall victim to bait-and-switch tactics, you have options. These options include:
- Filing a complaint: You can report the dealership to the Virginia Attorney General’s Consumer Protection Section. By filing a complaint, you can help hold the dealership accountable and protect others from experiencing the same issue.
- Seek legal advice: An experienced consumer rights attorney, will be able to help you understand your rights and explore potential legal remedies.
- Share your experience: By leaving reviews on platforms like Google or Yelp to warn other consumers, you help hold the dealership accountable for their practices.
By speaking up about your experience, you can protect others from the same unfair practices. In addition, there may be remedies available to you under consumer protection laws. An experienced consumer protection attorney can help you pursue those options.
Legal resources are available
Bait-and-switch pricing is a deceptive practice that undermines consumer trust and violates several protection laws. By staying informed and knowing your rights, you can protect yourself from falling victim to these tactics. If you do encounter such practices, remember that legal resources are available to support you in seeking justice and ensuring fair treatment in the car-buying process.