Permitted Advertising Terms

Salespersons, brokers and brokerages are required to present themselves to the public using only terms permitted under the Real Estate and Business Brokers Act, 2002 (REBBA), avoiding misrepresentation. In particular, registrants must identify whether they are a salesperson, broker or brokerage using only the terms that are permitted to be used to identify their registration type.

This bulletin outlines the terms that are permitted to be used by each registration type.

Salesperson

A salesperson is permitted to use the following descriptors:

    • Salesperson
    • Real estate salesperson
    • Sales representative
    • Real estate agent
    • Real estate sales representative
    • REALTOR® (limited to CREA members in good standing)
    • REALTOR® salesperson (limited to CREA members in good standing)
    • Or the French equivalents

 
Brokers

A broker, other than the Broker of Record, is permitted to use the following descriptors:

    • Broker
    • Real estate agent
    • Broker real estate agent
    • Real estate broker
    • REALTOR® (limited to CREA members in good standing)
    • REALTOR® broker (limited to CREA members in good standing)
    • Or the French equivalents

 
A broker of record must identify him or herself as “broker of record”.
 
Brokerages

A brokerage is permitted to use the following descriptors:

    • Brokerage
    • Real estate brokerage
    • Or the French equivalents

 
The permitted terms apply to all advertising by or on behalf of brokerages, brokers and salespersons. “Advertising” refers to any notice, announcement or representation that is intended to promote a registrant or the business, services or real estate trades of a registrant in any medium.

If a registrant placing an advertisement is uncertain about the registered name or designation of a salesperson, broker or brokerage that is to be identified or described in the advertisement, they may confirm the information on MyWeb or through RECO’s website. Additionally, visit RECO’s Advertising Guidelines and Advertising Checklist for more information.

Relevant Section of the Legislation:
Code of Ethics: Section 36


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