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Advertising Guidelines

RECO from time to time puts out bulletins to help understand their guidelines. Here is a summery document of their bulletins. RECO_Advertising_Bulletins_Combined.pdf

Advertising includes any public promotion in any medium, including but not limited to: print, radio, television, internet, social media, business cards, signs, email signatures, and videos, intended to market a registrant, their services, or listed properties.

Brokerage Identification

  • The full registered name "Century 21 Heritage Group Ltd." must appear clearly and prominently on all advertisements.

  • The term "brokerage" or "real estate brokerage" must accompany the brokerage name.

  • Team names may only be used with prior written approval from management and must not appear more prominently than the brokerage name.

Agent Identification

  • Agents must use their full legal name as registered with RECO. Nicknames or abbreviations are not permitted.

  • A permitted descriptor (e.g., Salesperson, Broker, REALTOR®) must accompany the agent's name.

  • Team members must be individually identified in team advertising where appropriate.

FOR SALESPERSON (Must be registered with RECO as a salesperson)

  • Salesperson

  • Real estate salesperson

  • Sales representative

  • Real estate agent

  • Real estate sales representative

  • REALTOR® (only if a CREA member in good standing)

  • REALTOR® salesperson (only if a CREA member in good standing)

  • French equivalents of the above terms

FOR BROKERS (Must be registered with RECO as a broker, but not the broker of record)

  • Broker

  • Real estate agent

  • Broker real estate agent

  • Real estate broker

  • REALTOR® (only if a CREA member in good standing)

  • REALTOR® broker (only if a CREA member in good standing)

  • French equivalents of the above terms

Permitted Terms

  • Agents must use only permitted terms as outlined in RECO Bulletin 5.2.

  • "REALTOR®" may only be used by members of the Canadian Real Estate Association (CREA).

Social Media & Online Advertising

  • All digital and social media advertising must comply with the same standards as traditional media.

  • The brokerage name must be clearly visible on all platforms (e.g., profiles, banners, posts).

  • Any reposting or use of third-party content (e.g., MLS® listings, photos, videos) requires written consent and appropriate credit.

  • Consent is required before tagging or featuring individuals, properties, or reviews.

Accuracy and Verifiability

  • All claims (e.g., "Top Agent," "#1 Team") must be factually accurate and verifiable.

  • Volume, awards, and sales performance claims must cite source, date, and measurement method.

  • Comparative statements (e.g., "Best Value") must include context and substantiation.

Testimonials and Reviews

  • May only be used with written consent from the individual.

  • Must not be misleading, altered, or fabricated.

  • Sourced testimonials (Google, RateMyAgent) must include full context.

Advertising Sold Properties

  • Requires written consent from the relevant parties (seller, buyer) before referencing:

    • Property details

    • Sale price

    • Images of property

    • Parties involved in the transaction

  • Consent must include effective and expiry dates.

Compliance Review

  • All advertising must be pre-approved by the Broker of Record or designated manager.

  • Agents may request compliance reviews before launching major campaigns.

  • Ads may not imply RECO approval.

Complaint Process

  • Any agent who believes a competitor's ad is non-compliant should first attempt to resolve the issue directly or through their manager.

  • Complaints must be submitted by the Broker of Record or designated brokerage manager using RECO's Advertising Complaint Form.

  • Please see the section of the playbook that has the procedure for receiving a complaint and filing a complaint. 

Discipline for Non-Compliance: Violations of this policy may result in disciplinary action, including but not limited to: removal of advertising, internal sanctions, mandatory retraining, or escalation to RECO.

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