RE/MAX CROSSROADS RULES & REGULATIONS BULLETIN:
RECO Compliance in Registrant Advertising
Did you know that your advertising needs to be compliant with the Real Estate and Business Brokers Act, 2002?
Avoid these most common advertising problems:
• 16% Brokerage name violations (i.e., brokerage name not present, not clear/prominent or not as registered)
• 12% Brokerage designation violations (i.e., word “Brokerage” not present)
• 10% Violations related to comparative claims about status, performance, etc.
• 8% Individual designation violations (i.e., word “Broker” or “Salesperson” not present)
• 7% Violations related to awards
RECO introduced new advertising guidelines for registrants in September 2011. The new, streamlined guidelines apply consistently to all forms of advertising, regardless of the medium.
To make it easier to create compliant advertisements, RECO also produced an advertising checklist and a multimedia presentation that break down each element of the requirements. It is important refer to these readily available documents and tools when preparing any kind of advertising as part of your business development plan.
Double check your advertising proofs to ensure REBBA 2002 compliance. RECO does not review registrants’ ad before publication to ensure its compliance. They recommended that you read the Guidelines and then assess your ad using the new Advertising Checklist.
What happens if your advertisement is non-compliant? You will receive a letter from the Registrar advising you of the non‐compliance and describing the specific issues. You will be asked to correct or remove the advertising and provide confirmation. No formal action will be taken if the issues are addressed promptly.
On RECO’s MyWeb and on RECO’s website, you can find RECO’s Advertising Guideline, Advertising Checklist, Advertising Sold Properties and FAQs. Please read them to learn all about REBBA 2002 advertising compliance. To view the multimedia presentation, click here.
If you are a RE/MAX agent, also be sure to check out the RE/MAX Trademarks & Standards Manual on RE/MAX’s Bestagent.ca website. This document explains proper use of the RE/MAX name and trademarks. To download, go to the Marketing Tab under Branding or click here.