Representation, solicitation, promotion and advertising

The mandatory statements and rules for using representation elements applicable to real estate brokerage advertising are specified here. They aim to ensure that information is clear, accurate, and not misleading, with no confusion regarding the status, role, or skills of those involved. These reference tools must be used when designing, approving, and disseminating advertisements.

2.1 – Mandatory statements | Real estate broker

Certain statements must appear in any advertising, client solicitation or representation related to the real estate brokerage practice, regardless of the medium used (business cards, signs, brochures, radio, television, emails, Internet, social networks, promotional articles, etc.), except periodicals for which there are specific rules. 

Advertising EXCLUDING PERIODICALS

^* The designations may be used in either the masculine or feminine form, as appropriate.

Advertising in PERIODICALS

The following rules apply to ads in periodicals (newspapers, magazines).

Section 114 of the Regulation respecting brokerage requirements, professional conduct of brokers and advertising

2.2 – Mandatory statements | Real estate broker operating within a business corporation

When the name of the business corporation already includes the name of the real estate broker as it appears on his licence, the real estate broker may choose not to separately indicate:

• His last name and first name
• The type of licence

In this case, he must specify, following the name of the corporation, the statement:

“Business corporation of a residential or commercial real estate broker,” based on the practice rights held.

Section 115.1 of the Regulation respecting brokerage requirements, professional conduct of brokers and advertising

2.3 – Mandatory statements | Real estate agency

Any advertising, solicitation, or representation made by a real estate agency must include certain mandatory statements, regardless of the medium used, except periodicals.

Mandatory statements 

Section 116 of the Regulation respecting brokerage requirements, professional conduct of brokers and advertising

2.4 – Use of the OACIQ logo

Real estate brokers and agencies may use the OACIQ logo to highlight the fact that they hold a valid licence and are supervised by the OACIQ.

However, the OACIQ logo is a registered trademark, and its use is governed by specific graphic standards.

General rules

• The OACIQ’s graphic standards must be respected at all times
• When the OACIQ logo is placed near another logo (e.g. real estate agency), the real estate agency’s logo must be predominant
• The logo is available in several official formats

Security zone

• The logo must be surrounded by minimal clear space on all sides.
• No other visual element (text, image, shape, texture) should encroach on this zone, regardless of the medium or format.

2.5 – Use of the brand image

The OACIQ seal is a symbol of trust and professionalism.

It can be used only by natural persons and legal persons holding a valid licence issued by the OACIQ.

2.6 – Affiliations, professional titles, training courses and diplomas

For the purpose of promoting his services, a real estate broker may indicate that:

• He is a member of an association
• He holds a professional title or diploma
• He has completed a training course, such as those offered under the Mandatory Continuing Education Program (MCEP)

This information must be accurate, and the real estate broker must be able to prove it.

When a real estate broker holds more than one professional title, he must clearly state in what capacity he is acting in the transaction.

2.7 – Corporate clubs and honourable mentions

The use of honorific titles or “awards” granted by real estate agencies or agency networks is permitted, provided that:

• The award criteria must be described in the advertising, or a statement must be included indicating where they can be consulted
• The year of award is indicated
• The advertising does not create confusion in the consumer’s mind

2.8 – Number of years of experience

The number of years of experience acquired as a real estate broker may be indicated, provided that:

• The information is accurate and can be demonstrated.
• Licence revocation periods should not be counted.

It is prohibited to combine the years of experience of many real estate brokers.

2.9 – Specialist or expert titles

It is prohibited to use titles or any other terms that suggest an official status that the real estate broker does not hold.

Section 48 of the Real Estate Brokerage Act

Section 113 of the Regulation respecting brokerage requirements, professional conduct of brokers and advertising

2.10 – Number of completed transactions

Real estate brokers may indicate the number of transactions completed in an advertising, provided that they specify:

• The territory concerned
• The period covered
• The source of information

2.11 – Comparative advertising

Comparative advertising consists in comparing the performance of a real estate broker, a real estate agency, or a group of agencies with that of other industry players.

Although this type of advertising is permitted, it must be used with the utmost caution.

Essential conditions

Any comparative advertising must:

1. Be truthful
2. Clearly specify: 
   
   • What is being compared
   • The period covered (months, years)
   • The territory concerned
   • The comparison context (e.g., sales volume, individual or team results, etc.)
3. Be accompanied by verifiable data sources

Any presentation intended to exaggerate a performance or to harm a colleague is non-compliant.

Section 113 of the Regulation respecting brokerage requirements, professional conduct of brokers and advertising.