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.