Is adding a dealer fee to an advertised price an illegal practice?

I'm purchasing a car from a franchised dealer after viewing an ad on cars.com. While discussing terms with a salesman, I was told their dealer fee is an additional non-negotiable $998 added to the price shown online, plus the standard tax, tag, title, etc. I searched for the average dealer fee in my county and came across Florida Statute 501.976 Actionable, unfair or deceptive practices: "The advertised price must include all fees or charges that the customer must pay, including freight or destination charge, dealer preparation charge, and charges for undercoating or rustproofing. State and local taxes, tags, registration fees, and title fees, unless otherwise required by local law or standard, need not be disclosed in the advertisement." Do I have grounds to state that the $998 being tacked on in addition to the advertised price is unlawful?