Representation, solicitation, promotion and advertising
Representations made by licensees, and the advertising and information they disseminate, must comply with the Organization's regulations. These rules apply not only to licensees, agency executive officers and directors, but also to franchisers and any person or partnership promoting.
The essence of this guideline
The objectives
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Clarify the OACIQ’s expectations regarding the rules governing representation, solicitation, promotion, and advertising.
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Establish a clear framework for advertising specifying the obligations and prohibitions applicable to real estate brokers, real estate agencies and their managers.
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Support compliance and public protection applicable to real estate brokers, real estate agencies, and their executive officers.
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Provide agency executive officers with the tools they need to implement and enforce an effective compliance program.
The audio summaries were generated by artificial intelligence.
The examples presented in the different sections are intended to simplify the application of the rules and do not constitute an exhaustive list.
Sections of this guideline
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1
The basic obligations in real estate advertising: holding a valid licence, adapting advertisements to any changes, and creating messages that are compliant, clear, and not misleading.
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2
The mandatory statements and representation elements that must be included in all advertisements — name, type of licence, agency — for clear, truthful and unambiguous information.
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3
The rules of fair solicitation — whether direct, indirect or mass — governing telephone calls, emails, external services, and compliance with the brokerage contracts in force.
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4
The rules governing the promotion of brokerage services — contests, draws, gifts and compensation reductions — for transparent and non-misleading promotion.
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5
The prohibition on offering performance or sales guarantees, a practice that may place the brokers in an apparent conflict of interest and lead them to violate their ethical obligations.
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6
The prerequisites and tools for advertising a property — signed brokerage contract, accurate description sheet — for consistent, clear, and truthful information.
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7
Advertising rules after a completed transaction: mandatory “sold” notice, prohibition on disclosing the sale price, and regulated collaborative advertising.
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8
The responsibility of the real estate agency and its executive officer to oversee and supervise brokers' advertising practices through policies, controls, and rigorous monitoring.
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- Reference number
- 264691
- Last update
- October 31, 2022