CR_Summer2020_Online

Let’s Get Ethical:
Do’s and Don’ts
of Advertising
With the new license law update comes changes not only to your
CE requirements, but also advertising ones.
As REALTORS ® , we have an awesome job — we get to help guide
people everyday through what is often the biggest financial
investment of their lives. As a result, we have a duty to the public
to represent ourselves and our industry truthfully — this is our
promise of professionalism.
Advertising and social media are powerful tools in your toolbox
— but advertising violations are one of the most common
complaints we get from REALTORS ® and the public. It’s your duty
to ensure you’re in compliance with the Code of Ethics as well as
Illinois license law.
Here are a few do's and don’ts relating to advertising and social
media to keep in mind so that you don’t find yourself on the end
of an ethics complaint.
DO: IDENTIFY YOURSELF
CORRECTLY.
We see quite a few violations of this nature, and
it’s a simple thing to forget. But, you must always follow license
law and identify yourself properly.
One of the biggest changes as it relates to advertising in the
updated license law is that your name and your team name
cannot be any bigger than your brokerage company’s name in an
advertisement. This is meant to underscore that the public should
know when and if they are dealing with a license real estate
brokerage company, as well as that a team is a group that works
within the sponsoring brokerage company, rather than being their
own separate company.
Don’t forget: if you are claiming that you have a certification or
designation, please make sure these are up to date — you must
pay the fees and renew them annually to avoid penalties.
24 Chicago REALTOR ® Magazine
Another thing to keep in mind: if you market properties on your
personal page, then you must follow advertising guidelines
there, too!
DON’T: FORGET THAT LICENSE
LAW & THE CODE OF ETHICS
STILL APPLY ONLINE.
The online world is not separate from the real
world — and everything you post online creates a record, so even
if you post something and delete it later, there is no guarantee
that it truly “goes away.” Because of this, be extra cautious and
conscientious of your online activity.
Your business pages on social media should follow standard
advertising guidelines. Steer clear of anticompetitive discussions
or innuendo regarding pricing or collusion among competitors to
boycott. Ensure you are complying with all fair housing rules and
regulations.
And keep in mind: it doesn’t matter if you have 10 followers or
10,000 — your personal page is still a reflection of who you are
as a business person. Please take care to not defame, disparage,
bully or harass other brokers or offices on your personal page —
someone will see it, and report it. If you have disagreements, our
dispute resolution process is here for you! And no one has ever
come out looking rosy after a comment war. Trust us. If you post
business information on your personal page, then your personal
page needs to be in compliance with standard advertising
guidelines, as well.
Outside of license law and the Code of Ethics, check your
brokerage’s social media policy. If they don’t have one — we
highly suggest they create one. Illinois REALTORS ® has an
example policy to get you started. If you follow applicable laws,
regulations, office policies and common courtesy, the likelihood
of having an ethics complaint due to your online activity is slim.
Use an advertising checklist to ensure you’re
in compliance with license law changes.