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Professional Practice
Advertising
of Professional Services
A Guideline
The Code
of Ethics establishes the duty of APEGGA members to maintain
the dignity and prestige of their profession. They must act
with fairness and good faith toward other professional members
and in the area of advertising of professional services avoid
conduct which would detract from the image of the professions.
Advertising
of professional services has significant potential to influence
the public perception of the professions as well as the individual
relationships between members and their clients. The purpose
of this guideline is to assist members of APEGGA to optimize
their long range effectiveness as professionals by maintaining
a public image that projects pride, competence and dependability.
The
electronic media is of ever increasing importance and popularity
on the local, national and global scene for the dissemination
and gathering of information. With such a large audience it becomes
doubly important that the guiding principles for advertising
by APEGGA members be carefully considered and adhered to.
The
advertising of professional services concepts described in this
Guideline represent a standard of practice all members are encouraged
to adopt. Variations in its application can be made to accommodate
special circumstances without detracting from its intent. It
is not a legal document and is not intended to supersede or replace
contractual arrangements designed to satisfy specific situations.
Section
1
Guiding Principles
1.1
General
The
purpose of this section is to establish the parameters within which
all advertising of professional services decisions are to be made.
Statements of principle are used to create a standard against which
member conduct in this area can be measured. The statements are conceptual
and are designed to provide guidance for advertising of professional
services.
1.2
Statements of Principle
- Engineers,
Geologists and Geophysicists have a responsibility to assist
the public in recognizing when professional assistance may
be of benefit, and to assist a potential user in making an
informed decision as to which professional to engage.
- Membership
in the Association, implying professional quality services
and protection of the public, should be displayed at every
appropriate opportunity. Professional and permit stamps shall
not be displayed for advertising or commercial purposes.
- Advertising
of professional services shall be designed to complement the
professional image and shall be used in such a manner that
it enhances the stature of the professions.
- Statements
shall be clear, factual and without exaggeration. They shall
be communicated in a manner which is in good taste and upholds
the dignity of the professions.
- The
advertising of a professional service means that the service
is provided under the direct personal supervision of an APEGGA
member who is available to the extent necessary to provide
competent direction of the work.
- Engineers,
Geologists and Geophysicists shall build their professional
reputation on the merits of their own services and shall not
criticize others for personal benefit.
- No
reference shall be made in any advertising of professional
services to fees and charges for services.
- Information
about fees is meaningful to the prospective client, and is
more appropriately provided on a direct consultation basis.
Fee information must be clear and accurate, and once established
must be honoured in all applicable cases. Please refer to APEGGA
guidelines on Fees.
Section
2
Professional Advertising Guidelines
2.1
General
The
common forms of advertising of professional services are identified
in this section and members are encouraged to use them effectively.
Constraints for each are listed to encourage uniformity. The guidelines
are intended to be used as typical examples from which deviations
should be made only after considering the intent of the guiding principles
described in Section 1.
2.2
Forms of Advertising
2.2.1
Professional Cards
Information
on professional cards shall be limited to all or part of the
following:
- Name,
academic degrees and professional designation
- Business
affiliations
- Logo,
name, address and telephone/fax numbers and E-mail address.
- Fields
of specialization
- Date
of the founding of the Firm and/or years of service.
2.2.2
Stationery
- Stationery
may display all or part of the information permitted on professional
cards, company achievement awards and listings of APEGGA members
and other key personnel.
- Membership
in APEGGA, both individual and corporate, may be displayed
on letterheads. If the names of individuals are listed, their
respective designations shall be shown.
2.2.3
Office Signs
- Office
signs shall be informative, in good taste, and limited to information
permitted on professional cards. Signs shall also conform aesthetically
to other signage on the premises.
2.2.4
Directories
- Member
names, both individual and corporate, may be printed in bold
or regular type in the white pages of telephone/fax directories.
- Advertising
in yellow pages of telephone/fax directories, professional
or commercial directories shall be restricted to basic corporate
and personnel information providing it is factual and presented
in a style that maintains the stature and dignity of the profession.
2.2.5
Brochures
- Brochures
and other technical documents may be distributed to inform
other prospective clients about a member's experience and capability.
Such documents may include photographs, illustrations and technical
information describing the actual services provided by the
professional member to enable the prospective client to judge
the experience and capability of the member or permit holder.
- A
member may display designs or reports that have been prepared
for specific projects in newspapers and magazines subject to
the appropriate client approval and conformance to these advertising
of professional services guidelines.
2.2.6
Insertions in Publications
- Professional
services may be advertised by articles in publications providing
they are factual and presented in a style that maintains the
stature and dignity of the profession.
- The
text and photographs in paid advertisements must ensure that
the actual role played by the professional member or permit
holder is described. Such articles or interviews should clearly
indicate that they are paid insertions.
2.2.7
Specialties and Testimonials
- Unpaid
testimonials made by a professional member on the product or
service of his/her employer or client shall be comprehensive
and factual.
- The
prudent use or distribution of promotional items such as pens,
rulers, calendars, etc. inscribed with the name and/or logo
of a professional member or permit holder is permitted as a
method of advertising. Similarly, where sponsoring activities
occur the inscribing of athletic caps, sweaters, equipment,
etc. with the corporate logo of the professional member or
permit holder may be used with discretion.
2.2.8
Announcements
- Announcements
of personnel and corporate changes in the printed and electronic
media are permissible. Such announcements may include information
permitted for professional cards, a photograph, corporate logo,
biographical sketch and brief profile of the company.
- Advertising
for recruitment of personnel shall be factual and shall avoid
exaggeration or claims of superiority of the individual or
firm over competitors.
- News
releases, editorials and pamphlets produced by the Association
for the purpose of publicizing the services that its members
render to the general public may be published. Such releases
are subject to these guidelines and individual approval by
the Council of the Association.
2.2.9
Jobsite Signs
- Site
signs shall be limited to information permitted on professional
cards. It is appropriate that special reference be made on
the sign to the specialty service being provided on the project.
- A
member may, with the consent of the Owner, affix his name permanently
to the work of which he is the engineer of record.
2.2.10
Vehicle Signs
- Identification
signs on vehicles owned or leased by a member exclusively for
professional activities shall be limited to the information
permitted on professional cards and shall be located on the
side of the vehicle.
2.2.11
Radio and Television
- A
member may participate in radio or television programs dealing
with the subjects of public interest related to the practice
of the professions. The advertising of professional services
benefits should be secondary to the public interest aspects
of such participation.
2.2.12
Billboards
- Billboard
advertising including displays on transit buses, benches, etc.,
shall not be used.
2.2.13
Sponsorships
- The
sponsorship of worthwhile public interest activities (scholarships,
youth groups, seminars, etc.) are encouraged. The advertising
of professional services benefits should be secondary to the
public interest of these sponsorships and be carried out in
a manner that maintains the stature and dignity of the profession.
2.2.14
Electronic Communication Systems
- Electronic
communication systems are not to be used to advertise fees
and charges for professional services. Recorded statements
on telephone or voice mail should be limited to corporate information
which is clear, factual and without exaggeration.
2.2.15
Internet
- Professional
services may be marketed on the Internet provided that the
information is limited to information normally included in
corporate brochures (see Section 2.2.5 Brochures). Information
could include such areas as corporate background, areas of
expertise and experience, organization structure, key personnel,
qualifications, technical publications and papers.
- In
accordance with Internet protocol, mass distribution of corporate
information for the purpose of soliciting clients shall not
be carried out.
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