When Oregon Governor Tina Kotek signed three sweeping consumer protection bills on September 16, she didn’t just reform business practices, she rewrote the playbook for how companies communicate, sell, and earn trust. These laws strike at the heart of industries built on hidden fees, fine print, and confusing contracts. The message is clear: transparency isn’t optional anymore; it’s mandatory.

Plain Language Takes Center Stage

House Bill 3178 targets one of the most jargon-heavy sectors; auto dealerships. Starting in 2026, dealers in Oregon must present all disclosures in plain, straightforward language and translate them into the state’s six most common languages. No more hiding key terms in legal complexity or finalizing deals before loan funding clears.

For marketers, this change means that every part of the buying journey must feel honest and understandable. The financing experience isn’t just administrative anymore, it’s a reflection of your brand’s integrity. Companies that rely on clever wording or complicated contracts to make sales will find themselves out of step with both the law and consumer expectations.

The End of Hidden Fees

Senate Bill 430 may be the most disruptive of all. It bans “drip pricing”, the practice of showing a low initial price only to add mandatory fees at checkout. Starting soon, online sellers in Oregon will have to display the full, final price upfront.

This law doesn’t just prevent misleading tactics; it changes how brands position themselves. Consumers are tired of surprise charges from ticketing platforms, airlines, and e-commerce stores. Showing the real price upfront builds credibility, and credibility builds loyalty. For marketers, this means rethinking pricing strategies, simplifying offers, and ensuring every part of the purchase process feels transparent.

Shielding Consumers from Medical Debt

The third law, Senate Bill 605, bans the reporting of medical debt to credit agencies. While this doesn’t directly impact most marketing teams, it reinforces the larger theme of transparency and consumer protection. Healthcare providers and financial institutions will need to communicate differently, focusing on care, support, and clear financial assistance options rather than threats or penalties.

What These Laws Mean for Marketers

Oregon has set a new benchmark for what ethical business looks like in the digital age. The impact goes far beyond compliance checklists:

• Auto dealers must compete on real value, not hidden contract terms.

• E-commerce brands can no longer rely on psychological pricing tactics.

• Healthcare providers must lead with empathy and financial clarity.

Transparency is no longer a buzzword, it’s a brand differentiator.

The Strategic Opportunity

Forward-thinking companies won’t wait for these laws to reach their state. They’ll move first and make transparency part of their brand DNA. Here’s how to get ahead:

• Lead with clarity. Simplify your pricing, contracts, and customer messaging before you’re forced to.

• Build trust campaigns. Market your openness as a competitive advantage, “no hidden fees” and “no fine print” can become key selling points.

• Embrace transparency as a growth lever. The more your customers understand you, the more they’ll trust you.

The Bottom Line

The fine print era is ending. Oregon’s bold step signals a nationwide shift toward honesty as a legal and marketing standard. Businesses that adapt quickly will win trust and the market. Those that cling to hidden fees and complex terms will lose both. Transparency isn’t a compliance task; it’s the future of marketing.