I have always thought plurals in English is always word + s (except for irregular plurals). In my language we use apostrophes when a word ends in a vowel. I have been correcting my friends who write line's instead of lines.

About a week ago I went to the UK. I noticed advertising boards with phrases that do use apostrophes in plurals. No, this was not like The cat's leaping as in The cat is leaping but something along the lines of We sell car's.

I am very confused now, can anyone explain this to me please?

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    You're right, the advertising boards are wrong. People who write signs are notorious for misusing apostrophes: people have called this the "grocer's apostrophe" or "greengrocer's apostrophe." – herisson May 5 '16 at 15:14

In your example, line's means belonging to the line, whereas lines means multiple instances of a line.

So the sentence "We sells car's" does not make sense because you aren't identifying what the part of the car you are talking about.

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Apostrophes are only used for plurals when ambiguities might arise in their absence. For instance the plural of the capital letter A is A's to avoid confusion with the word As.

You may clear up your confusion by ignoring punctuation advice from advertising boards.

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