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

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:

2.2.2 Stationery

2.2.3 Office Signs

2.2.4 Directories

2.2.5 Brochures

2.2.6 Insertions in Publications

2.2.7 Specialties and Testimonials

2.2.8 Announcements

2.2.9 Jobsite Signs

2.2.10 Vehicle Signs

2.2.11 Radio and Television

2.2.12 Billboards

2.2.13 Sponsorships

2.2.14 Electronic Communication Systems

2.2.15 Internet

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