— Auto Dealership
ADSCORE
AdScore is a compliance and transparency platform designed to evaluate automotive advertising for accuracy and adherence to Federal Trade Commission (FTC) guidelines. Built specifically for industry leading car dealers, advertising agencies, and media partners, AdScore exists to bring clarity and accountability to automotive promotions. With increasing scrutiny on misleading lease and finance ads, AdScore offers a standardized scoring system that identifies non-compliant elements—such as missing disclaimers, deceptive rebate language, or unclear pricing—and provides guidance for correction. For dealerships, it’s a way to build consumer trust. For agencies, a quality-control checkpoint. And for regulators and media outlets, a tool that helps to ensure only compliant, consumer-friendly ads are published or aired. In short, AdScore helps everyone in the auto retail ecosystem stay honest, and informed.
Honesty Builds Trust. Transparency Builds Loyalty. Compliance Builds Confidence
When your ads are accurate, your customers feel respected—and that’s how long-term relationships begin. Let’s make honesty your competitive advantage.
%
of consumers trust dealers with transparent ads
dealer violations involve misleading/unclear disclimers
customer retention for dealers with clear, transparent advertising
Solution
— FTC Compliance
Challenge & Solution
Auto dealers face increasing pressure to advertise competitively—without crossing the line. But blurry disclaimers, confusing rebate language, and missing fine print aren’t just bad form—they’re FTC violations. The result? Damaged trust, regulatory risk, and lost customers.
AdScore is the solution.
We analyze ads through the lens of federal and industry guidelines, delivering a clear score and practical feedback for improvement. Dealers, ad agencies, and media platforms use AdScore to help them stay compliant, build consumer trust, and stand out for the right reasons. It’s more than a rating—it’s a roadmap to better advertising.
Compliance AdScore
This ad, like many we see in the industry, presents a monthly payment without disclosing key terms that consumers need to fully understand the offer. When essential details like due-at-signing amounts, mileage limits, or credit requirements are omitted—or buried behind vague disclaimers—it not only creates confusion, it risks eroding consumer trust. Shoppers today are savvy, and when they feel misled by an ad that doesn’t match what they experience at the dealership, it damages credibility and can cost a sale. Worse, this kind of advertising can run afoul of FTC and Consumer Leasing Act requirements, potentially leading to regulatory scrutiny or enforcement action.
Non-compliant advertising isn’t just a technicality—it’s a liability. The Federal Trade Commission (FTC) and state attorneys general have increasingly targeted automotive dealers for deceptive or misleading marketing practices. Common violations include omitting key lease terms, advertising prices that include conditional rebates not available to all, or burying disclaimers in fine print. These mistakes can lead to fines, enforcement actions, mandatory restitution to customers, and reputational damage that far exceeds the cost of getting it right in the first place.
Beyond regulatory exposure, there’s the cost to consumer trust. Shoppers are savvy, and they’re quick to recognize bait-and-switch tactics or offers that feel “too good to be true.” Once trust is broken, it’s hard to rebuild—and that loss ripples across customer retention, reviews, referrals, and revenue. Running ads that are clear, honest, and FTC-compliant isn’t just a legal safeguard—it’s a strategic investment in credibility and long-term success.
Compliance AdScore
AdScore provides guidance and scoring based on publicly available FTC advertising guidelines and industry best practices. While we make every effort to ensure our evaluations are accurate and up to date, final responsibility for compliance rests with the dealership or advertising agency. All ads should be reviewed by your legal or compliance team prior to publication. AdScore is an advisory tool—not a substitute for legal counsel or regulatory approval.
creative
— FTC Compliance
creative scoring
Creative Matters in Every Industry.
Not every industry has strict compliance rules—but every industry needs strong creative. Because whether you’re selling cars, coffee, or cloud software, your ad still needs to do one thing well: get noticed. Does it grab attention? Does it tell a story? Does it give someone a reason to act—or at least remember you later?
Some ads needs to drive an immediate sale. Some are about building trust, sparking curiosity, or just making sure your brand feels familiar the next time someone is ready to buy. That’s why our creative scoring looks beyond the fine print and into the big picture: is your ad clear, compelling, and memorable? Because good creative isn’t a nice-to-have—it’s what makes your marketing actually work. Creative scores range from A to F, and the most creative are eligible for an ASC-the coveted AdScore Creative award that goes to standouts in the industry.
