of Professional Services - A Guideline
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.
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.
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.
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.
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.
Statements of Principle
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.
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.
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.
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.
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.
Geologists and Geophysicists shall build their professional reputation
on the merits of their own services and shall not criticize others
for personal benefit.
reference shall be made in any advertising of professional services
to fees and charges for services.
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
Professional Advertising Guidelines
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.
Forms of Advertising
on professional cards shall be limited to all or part of the following:
academic degrees and professional designation
name, address and telephone/fax numbers and E-mail address.
of the founding of the Firm and/or years of service.
may display all or part of the information permitted on professional
cards, company achievement awards and listings of APEGGA members
and other key personnel.
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
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.
names, both individual and corporate, may be printed in bold or
regular type in the white pages of telephone/fax directories.
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.
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.
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
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.
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
testimonials made by a professional member on the product or service
of his/her employer or client shall be comprehensive and factual.
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.
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.
for recruitment of personnel shall be factual and shall avoid
exaggeration or claims of superiority of the individual or firm
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
2.2.9 Jobsite Signs
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.
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
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
2.2.11 Radio and Television
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.
advertising including displays on transit buses, benches, etc.,
shall not be used.
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
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.
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.
accordance with Internet protocol, mass distribution of corporate
information for the purpose of soliciting clients shall not be