Policies and Advertising Requirements
Policies and Advertising Rules
The Commission publishes policies that interpret and supplement the Act and Regulations. These policies cover topics such as advertising, social media use, team names, and signage. Advertising requirements are strict: all advertising must be truthful, not misleading, and must include the brokerage name. The salesperson's name may appear, but the brokerage must be clearly identified. Ads must not create a false impression about the property or the licensee's role.
Key concepts include: identification of brokerage, accuracy of claims (e.g., "exclusive" or "guaranteed"), and permission to advertise (e.g., obtaining consent for use of photos). Policies also address team advertising-team names must be registered with the Commission and include the brokerage name. Social media is considered advertising and must comply with the same rules.
Traps: A common mistake is omitting the brokerage name in an ad, which is a violation. Another trap is using a team name that implies a separate brokerage. Also, beware of misleading phrases like "for sale by owner" when the licensee is involved. Questions may ask about the required content of an ad or the consequences of non-compliant advertising.
Worked example / rule of thumb: Every advertisement must include the brokerage name exactly as registered. Rule: "If it promotes a property or service, it's advertising-and it needs the brokerage name." Always review Commission policies for specific advertising scenarios, such as online listings and business cards.
Policies are enforceable and failure to comply can lead to disciplinary action.