# 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](https://heritageplaybook.ca/attachments/1)

---

**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.

##### <span style="text-decoration: underline;">**Brokerage Identification**</span>

- 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.

##### <span style="text-decoration: underline;">**Agent Identification**</span>

- 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

##### <span style="text-decoration: underline;">**Permitted Terms**</span>

- 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).

##### <span style="text-decoration: underline;">**Social Media &amp; Online Advertising**</span>

- 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.

##### <span style="text-decoration: underline;">**Accuracy and Verifiability**</span>

- 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.

##### <span style="text-decoration: underline;">**Testimonials and Reviews**</span>

- 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.

##### <span style="text-decoration: underline;">**Advertising Sold Properties**</span>

- 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.

##### <span style="text-decoration: underline;">**Compliance Review**</span>

- 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.

##### <span style="text-decoration: underline;">**Complaint Process**</span>

- 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.

<div id="bkmrk--1">---

</div>**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.

<div id="bkmrk--2">---

</div>