Published online by Cambridge University Press: 17 August 2017
Let $F\subseteq \mathbb{R}^{2}$ be a Bedford–McMullen carpet defined by multiplicatively independent exponents, and suppose that either $F$ is not a product set, or it is a product set with marginals of dimension strictly between zero and one. We prove that any similarity $g$ such that $g(F)\subseteq F$ is an isometry composed of reflections about lines parallel to the axes. Our approach utilizes the structure of tangent sets of $F$, obtained by ‘zooming in’ on points of $F$, projection theorems for products of self-similar sets, and logarithmic commensurability type results for self-similar sets in the line.