Home : REALTOR® Ethics : Advertising Guidelines

Advertising Guidelines

As a REALTOR®, you represent the face of the real estate industry by conducting yourself in an ethical and professional manner. However, there are serious, yet common reoccurring issues pertaining to advertising. The issue stems from REALTORS® not presenting a "true picture" in their representation to the public. Article 12 addresses truthfulness in statements and advertising. Article 12 states, "REALTORS® shall be careful at all times to present a true picture in their advertising and representations to the public. REALTORS® shall also ensure that their professional status (e.g., broker, appraiser, property manager, etc.) or status as REALTORS® is clearly identifiable in any such advertising." (Amended 1/93) For more information on Article 12, please visit the legal section of CAR's website.

The applicable standards of practice are:

  • Standard of Practice 12-4 REALTORS® shall not offer for sale/lease or advertise property without authority. When acting as listing brokers or as subagents, REALTORS® shall not quote a price different from that agreed upon with the seller/landlord. (Amended 1/93)

  • Standard of Practice 12-7 Only REALTORS® who participated in the transaction as the listing broker or cooperating broker (selling broker) may claim to have "sold" the property. Prior to closing, a cooperating broker may post a "sold" sign only with the consent of the listing broker. (Amended 1/96)

What's wrong with this flyer?

Improper REALTOR®, Inc
The following is an update of the activity in your area:

Properties For Sale

123 A Avenue3bd 2ba$450,000
465 B Street3bd 2ba$434,000
798 C Circle4bd 3ba$600,000

If you would like further information regarding these properties, please call.



Professional REALTOR®
Example 1
The following is an update of the activity in your area:

Properties For Sale

A Avenue3bd 2ba$450,000
B Street3bd 2ba$434,000
C Circle4bd 3ba$600,000

If you would like further information regarding these properties, please call.

Note: Above is an example of a safe flyer, because no street address is used.



Professional REALTOR®
Example 2
The following is an update of the activity in your area:

Sold Properties

981 S Road3bd 2ba$450,000
5321 Avenue3bd 2ba$434,000
321 F Street4bd 3ba$600,000

* Professional Realty sold one or more of the properties as listing and/or selling broker.
(Or if applicable) * Professional Realty did not necessarily participate in these sales.


REALTOR® Ethics:


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