Section 100.53 - Vehicle rentals; title and registration fees(1) In this section: (ag) "Government fee" means any fee charged by a rental company to recover the cost of any fee or charge that is imposed by a government, airport or other transportation authority, or any other government agent that is deemed applicable to the rental of private vehicles in this state.(am) "Rental company" has the meaning given in s. 344.51(1g) (c).(b) "Title or registration fee" means a fee charged by a rental company to recover the cost of registering or obtaining a certificate of title.(2) No rental company may disseminate or make in this state an advertisement or representation that includes a statement of the rental rate for a private passenger vehicle, as defined in s. 344.57(4), that is available for rent from a location in this state, unless one of the following applies:(a) The statement of the rental rate includes the amount of any title or registration fee or government fee charged by the rental company.(b) The advertisement or representation includes a statement that the customer must pay a title or registration fee or government fee, and the rental company notifies a customer of the amount of the title or registration fee or government fee before the customer enters into an agreement with the rental company.