BAR new Advertising Regulations that take effect October 1, 2025
§ 3371.2. Requirements for Advertising Automotive Repair.
(a) A person or entity engaged in the business of automotive repair shall clearly display in any Internet-based advertising the following:
(1) Firm Name. The dealer's firm name as it appears on the State registration certificate as an automotive repair dealer.
(2) Registration Number. The number issued by the Bureau to the dealer as proof of registration as an automotive repair dealer.
(3) Telephone Number. The telephone number shall be the same as that listed for the dealer's firm name in the Bureau's records.
Frequently Answered Questions:
1) Do we need our ARD# on our websites? Is there a definition of online advertising in the regulation we can refer to?
The regulations do not define online advertising. However, Business and Professions Code section 17500 (referenced in CCR section 3370), in regards to false advertising, prohibits making, ". . . including over the Internet, any statement, concerning . . . (an intent to perform) services, professional or otherwise, or concerning any circumstance or matter of fact connected with the proposed performance . . . which is untrue or misleading, and which is known, or which by the exercise of reasonable care should be known, to be untrue or misleading . . ."
As such, BAR recommends licensees include the required information on any online medium used to promote automotive repair services, including their website. This makes it easier for consumers to verify the business is licensed by the Bureau.
2) Website Compliance Scope
- Is a business website considered “online advertising”?
- Does the ARD number need to appear on every page, or is a footer/contact page sufficient?
- What exactly qualifies as “online advertising” under this rule?
Yes, a business website is considered “online advertising.” Business and Professions Code section 17500 (referenced in CCR section 3370), in regards to false advertising, prohibits making, "… including over the Internet, any statement, concerning…(an intent to perform) services, professional or otherwise, or concerning any circumstance or matter of fact connected with the proposed performance…which is untrue or misleading, and which is known, or which by the exercise of reasonable care should be known, to be untrue or misleading…"
The required information should be clearly displayed for each location in a way that is easy for consumers to find—typically in the same area where the business’s address is displayed, such as a contact page or footer.
3) Multi-Shop Advertising Practicality
Many operators advertise by location (e.g., “Los Angeles Brake Center”) rather than under a central corporate name.
- Must each ad list the ARD number for that specific location?
- Is it required to list all ARD numbers in a single ad for owners with 2–100 shops?
An advertisement should include the required information (i.e., business name, ARD registration number, and phone number) for each ARD location listed in the advertisement.
If the advertisement is a general company-wide coupon or promotion that does not identify individual locations, the regulatory requirements are satisfied if the required information for each registered location is clearly available on the business’s website to which the advertisement directs consumers.
4) For multi-owned shops or other large chains that advertise for the entire company (e.g., a coupon valid at all locations, which could include 2–100 stores or more), are they now required to list the address and ARD# for every location in the advertisement?
The regulations do not require the ARD address to be included in online advertising. However, if the ARD address is listed on an advertisement, the ARD should include the ARD registration number and phone number for that location.
If the advertisement is a general company-wide coupon or promotion that does not identify individual locations, the requirement is satisfied if the required information (i.e., business name, ARD registration number, and phone number) for each registered location is clearly available on the business’s website to which the advertisement directs consumers.
5) In my marketing, I use tracking phone numbers which are different from the phone number BAR has on my registration. All tracking numbers go to the main number at the shop which is the number BAR has. Is this going to be OK?
The regulations require that the phone number displayed in online advertising matches the number on file with BAR for that registration. Licensees can update the phone number on file with BAR online if needed.
6) Regarding multiple phone numbers used for tracking purposes: will ARDs be allowed to register more than one phone number with the BAR? If so, is there a limit on the number of phone numbers an ARD can provide?
ARDs are allowed one phone number on file with BAR. This ensures that 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.
7) Phone Number Tracking Conflicts
- Many shops use dynamic phone numbers for marketing attribution and call tracking.
- Must the number in the ad match the one on file with BAR?
- Can shops use alternate numbers if the main line is listed elsewhere?
The phone number displayed in online advertising must match the number on file with BAR for the advertised location.
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 Regulations are Effective: October 1, 2025
BAR recognizes that licensees may need time to adjust to the new requirements. While BAR cannot suspend or delay the October 1 effective date of the regulations, BAR will focus on education to ensure licensees clearly understand the requirements before other enforcement options are considered.
This issue will be on the agenda for the upcoming BAR advisory group meeting next month on October 23, 2025. See link for more information. https://www.bar.ca.gov/bar-advisory-group