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.