Your website is polished. You’re active on social media. Your signs are out in the community. But there’s one more question worth asking: Is your advertising compliant?

Advertising is receiving increased attention. RECA has received hundreds of consumer complaints about advertising, and CREB^® has seen an increase in concerns raised by members and the public about member advertising.

Remember, the rules apply regardless of whether it’s online or in print. Instagram, TikTok, websites and other advertising channels are all subject to advertising requirements. REALTORS^® need to consider multiple sets of requirements, including RECA’s Advertising Guidelines, the REALTOR^® Code and the CREB^® Rules.

Common concerns we’re seeing

A few of the advertising issues we’re seeing include:

• Performance claims: Making statistical claims, such as being the “agent most chosen by sellers in Windsor Park in 2025.” Proof must be provided when requested.

• MLS^® submission: Publicly marketing a residential property on social media without adding it to the MLS^® System within three days.

• Advertising other members’ listings: Failing to include the listing brokerage’s name and either the MLS^® listing number or property address, or advertising without the listing agent’s written permission.

• Misrepresentation: Creating the impression that you represent a seller when you do not, including photos or videos taken at properties under construction.

• Social media identification: Discussing the sale of properties on social media accounts without clearly identifying your brokerage name. If you identify yourself as a REALTOR^®, make sure you're using the trademark correctly. Review CREA's trademark guidelines (CREA member login required).

• Listing information: Misleading consumers about the property’s quality, features and state through photos and/or remarks.

• Brokerage information: Failing to include your brokerage’s name in email signatures, social media bios or mailouts. 

Ensure your advertising follows industry guidelines 

Take a few minutes to look at your:

• Website, online profiles, social media pages and posts

• Listing advertisements

• Signs, business cards and brochures

• Email signatures and digital marketing material

• Team, brokerage and individual branding

Check that information is accurate, current, clear and not misleading, and that required brokerage and identification information is presented appropriately.

Don’t forget about the advertising you don’t look at every day. An old webpage, social media bio, template or reusable marketing piece can be easy to miss.

If a marketing company, assistant or other third party creates advertising for you, make sure those materials receive the same review.

Advertising complaints can often start with something relatively simple. Regularly reviewing your marketing can help you identify potential concerns before someone else does.

Why clear advertising matters

Unclear or misleading advertising can erode public trust and lead to complaints. Be clear about what you are advertising, who represents the seller and the full price of the property, including GST. Clear, accurate advertising helps strengthen public confidence in REALTORS^® and the real estate industry.

Remember, a client’s instructions do not override your professional obligations. If a client asks you to advertise in a way that does not comply with RECA’s Advertising Guidelines, the REALTOR^® Code or the CREB^® Rules, including that instruction in the listing contract does not make it permissible. You are still responsible for following the rules and requirements that apply to you.

Your challenge this week: Take some time to audit your advertising. Website. Social media. Signs. Print. Digital. Check it all.

A quick review now could save you from dealing with a complaint later.

If you have questions about advertising, contact CREB^®’s Member Practice team at advice@creb.ca or RECA at info@reca.ca.