Professional Advertising

There exists a huge burden for the Associations to keep professional members familiar with the boundaries of the Act.  After all we do practice in a regulated profession and the Association is well within its legal framework to dictate standards of practice.  

One such standard is professional advertising.  Advertising of professional services has a very real potential to influence the public's perception of our profession.  It also has a very real potential to influence the client's perceptions and expectations.  

It is not shocking that all eleven Associations have verbiage surrounding the member's duty to uphold the honour and dignity of the profession.  Therefore there will be best practices for professional advertising.  

Let's have a look at what is kosher and what is not.  

GENERAL ADVERTISING PRINCIPLES

The general advertising principles that PEO uses are (O.Reg 941 s. 75): 

• Professional and dignified manner 
  
• Factual without exaggeration 
  
• Does not criticize other members 
  
• Without reference to, or using, your seal or PEO’s seal. 

PEO does encourage the use of the Association’s logo in your advertising materials.  However, they have stated it is not to be used for business cards as the P. Eng. designation is suitable.  

APEGA utilizes the following general advertising principles that are very similar:

• Clear, factual, and without exaggeration.
• In good taste, and not diminish the dignity, professional image or stature of the profession. 
• Shall not be critical of another or claim superiority.
• Shall comply with all applicable laws.
• A professional service shall not be advertising unless it is provided by or under the direct supervision of a professional member. 
• Shall not make reference to fees or charges.
• Shall not contain professional stamps or seals (including permit stamps).

ADVERTISING DO'S & DON'TS

Such a beautiful opportunity to have fun with some of this .... I couldn't help but create a few examples.  See if you can spot the unsuitable advertisements.  

LET'S WRAP IT UP

I like to think this is all pretty straight forward with a few simple rules to follow.  Your advertising options are limited.  They are limited to being tasteful and upholding the image of the profession.  That means no misleading the public or no attempts at outdoing your competitor with claims of experience.  

PS: only one of the above advertisements is legit, which one do you think it is and why.