New regulations for businesses advertising automotive repair online in California went into effect Oct. 1.
Established by the California Bureau of Automotive Repair (BAR), the regulations lay out requirements for any internet-based advertising, including the business website, intended to make it easier for consumers to verify the business is licensed by BAR.
BAR recognizes that licensees may need time to adjust to the new requirements. While BAR cannot suspend or delay the Oct. 1 effective date of the regulations, BAR will focus on education to ensure licensees clearly understand the requirements before other enforcement options are considered.
Online advertising must contain the business name as it appears on the state registration certificate as an automotive repair dealer; the number issued by BAR as proof of registration; and the same telephone number listed for the business in BAR records.
For businesses with multiple locations, BAR recommended displaying the required information for each location in a way that is easy for consumers to find — typically in the same area where the physical address is displayed, such as a contact page or footer.
If the advertisement is a general companywide coupon or promotion that does not identify individual locations, the requirements are satisfied if the required information for each registered location is clearly available on the business’ website to which the advertisement directs consumers.
The regulations also address tracking phone numbers used in marketing, which are different from the phone number registered with BAR, and go to the main number at the shop that is registered with BAR.
The regulations require the phone number displayed in online advertising matches the number on file with BAR. Licensees can update the phone number on file with BAR online if needed.
Businesses are allowed one phone number on file with BAR, to ensure both consumers and BAR can reliably contact the business. The use of alternate or dynamic tracking numbers that differ from the phone number on file with BAR may be considered misleading and would not meet the regulatory requirements.
The new regulations will be on the agenda for the upcoming BAR advisory group meeting on Oct. 23. Click here for more information.
