Advertising Checklist

The following checklist applies to all forms of advertising including: print, radio, television, electronic media or publications on the Internet (including websites and social media sites). Please see RECO’s Advertising Guidelines and Advertising Sold Properties bulletin for more information.

Meeting the minimum requirements

  • Is the name of the brokerage clearly and prominently identified?
  • Is the name of the brokerage the same as the one which is registered with RECO?
  • Does the designation “brokerage” or “real estate brokerage” appear with the brokerage name?
  • If a salesperson or broker is placing the advertisement, is his or her name clearly and prominently indicated?
  • If a salesperson or broker is identified, is the name used the same as the one which is registered with RECO?
  • If a salesperson or broker is identified, the applicable description must be used:

• broker of record
• real estate broker of record
• broker
• real estate broker
• salesperson
• real estate salesperson
• sales representative
• real estate sales representative
• or the French equivalents

Avoiding prohibited content

  • Are all statements factually correct, accurate and verifiable? You must say what you mean, and mean what you say.
  • Is all text clearly legible by the intended audience?
  • If a comparative claim is made, has the basis of the claim or other information been included to avoid misleading the audience?
  • If a statement regarding business volume or trading activity is made, has sufficient information been included to avoid misleading the audience or otherwise appearing to be inaccurate?
  • If a promise or offer is made, have any conditions or limitations been identified?
  • If the conditions or limitations are not spelled out, is information provided about where to obtain the complete conditions or limitations?
  • If an honour or award is mentioned, has the source, date or other information been included to avoid misleading the audience or otherwise appearing to be inaccurate? If it is a team award, is that fact and the size of the team evident?
  • Don’t use words or terms to describe a brokerage, broker or salesperson that could be confused with the applicable descriptions noted within this document.
  • Don’t include anything, such as images or text, that could be used to identify a specific property, unless written consent of the owner has been obtained.
  • Don’t include anything that could be used to identify a party to a transaction, unless written consent from that party has been obtained.
  • Don’t include anything that could be used to determine the contents of an agreement, unless written consent from all parties has been obtained.

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