10 Social Media Compliance Traps for Ontario Realtors

A social post can be created in minutes and remain searchable for years. The safest workflow is to review identity, consent, accuracy, ownership and expiry before pressing Publish—not after a complaint arrives.

The 10 posts to review twice

1. The brokerage name is missing or hard to find.
   RECO says advertising must clearly and prominently identify the employing brokerage. A tiny footer, disappearing story frame or profile link may not make the relationship clear to the public.
2. The agent uses an unregistered nickname or unclear title.
   Your advertised name and permitted term should match applicable registration and advertising requirements. Do not invent a title that could suggest a different registration status.
3. You film another brokerage’s listing during a showing.
   Access to a property is not permission to create marketing content. RECO says permission is required, and a post featuring another brokerage’s listing must credit and include the originating brokerage’s name and contact information.
4. A “Sold” post identifies the client, property, price or terms without the required consent.
   A congratulatory photo, street number, recognizable interior or sale price can identify a party, property or agreement content. Confirm the required written consent and its scope.
5. The post is still live after the permission or listing has expired.
   Old videos and saved highlights are still advertising. Keep an expiry date and removal task for content tied to a listing, consent or temporary claim.
6. You claim “No. 1,” “top producer” or “sold above asking” without enough context.
   Comparative, volume and award claims need a factual, verifiable basis. State the source, period, geography, measurement and relevant conditions so the audience is not misled.
7. A team account looks like an independent brokerage.
   A brand can be polished without hiding the employing brokerage. Team websites and accounts remain subject to brokerage identification requirements.
8. You reuse MLS® remarks, photography, floor plans or another creator’s video.
   Being able to copy an asset does not mean you have permission to republish it. Confirm the rights of the seller, listing brokerage, photographer, platform and other owner of the material.
9. “Free,” “guaranteed” or rebate language leaves out important conditions.
   If an offer has eligibility rules, limits, expiry dates or exclusions, make those terms clear and accessible. A technically true headline can still create a misleading overall impression.
10. A paid, affiliate or referral connection is not obvious.
    If compensation, free products, discounts or another material relationship could affect how viewers understand the post, disclose it prominently and in plain language on each platform.

A 60-second pre-publish check

Three practical systems

1. Maintain a content evidence folder

Save the final post, approval, consent, source data, award documentation, photographer licence and scheduled removal date together. The point is not paperwork for its own sake; it is being able to explain what was published and why.

2. Use a brokerage-approved footer

Prepare a reusable identification block for graphics, captions and video end screens. Test it on a phone before publishing—legible on a desktop is not the same as prominent on a small screen.

3. Audit old content quarterly

Review pinned posts, highlights, YouTube descriptions, Facebook albums, Google profiles and inactive accounts. Update a brokerage transfer immediately and remove property content when permission no longer covers its use.

Official starting points

Review RECO Bulletin 5.1: Advertising requirements, RECO Bulletin 5.3: Advertising online and the Competition Bureau’s guidance on material-connection disclosures. Then apply the current policy of your brokerage and the rules governing the listing or platform.

Continue with responsible AI workflows for realtors or browse the GTAHome Articles & Guides centre.

Editorial note: Reviewed August 10, 2026. RECO bulletins are educational resources and do not replace the legislation or fact-specific legal advice.