We examine the impact of a January 2012 enforcement action by the U.S. Department of Transportation that required domestic airlines to incorporate all mandatory ticket taxes in advertised fares. We show that the more prominent display of taxinclusive prices is associated with significant reductions in consumer tax incidence and demand along more heavily-taxed itineraries. Ticket revenues are commensurately reduced. These results suggest a pronounced degree of inattention to taxes not included in advertised fares and reinforce prior findings from the literature on tax salience in a quasi-experimental context characterized by economically-significant taxes and endogenous prices.