not offer for sale/lease or advertise property without author- ity.” See also, Case Interpretation #12-16: Copying and Publishing other Brokers’ Advertisements. Bill’s advertise- ments didn’t present a true picture.
Example #3: Select a website domain name/URL that isn’t misleading
REALTOR Carol hired a web designer to create two ®
new websites for her real estate business. The domain names she selected were: a)
northhills.com, and b)
bestintownmls.com. Standard of Practice 12-12 states that “REALTORS shall not: 1) use URLs or
®
domain names that present less than a true picture …” Carol intended to use domain name “
northhills.com” for her website profil - ing North Hills, a neighborhood she
knew well. Case Interpretation 12-21 in- dicates that if a domain name suggests to con su- m ers that the website was
a source of property information in a geographic area, then it would satisfyArticle 12’s true picture requirement. Carol intended to use domain name “
bestintownmls.com”
for her brokerage website, which would include broker rec- iprocity/IDX listings displays from her MLS. Case Inter- pretation 12-20, Misleading Use of “MLS” in URL explains that “… a real estate-related URL that includes the letters MLSwill, in many cases, lead reasonable consumers to con- clude that the website is an MLS’s, and not a broker’s website …”Carol’s use of domain name “
bestintownmls.com” pre- sented less than a true picture.
Compliance and Ramifications REALTORS should obtain broker review andapproval ®
of advertisements before publication. The broker will likely be taken to task if there’s a problem, so please, give them the opportunity to correct any mistakes. When in doubt, get a second opinion —especially when using a new mar- keting vendor, service, or launching a new website. If a REALTOR
®
representationmight contain a potential license law vio- lation or other legal concern, consult a qualified attorney. A REALTOR
® Association’s Board of Directors can
take disciplinary action against a member when found in violation of the Code of Ethics. This action can include a letter of warning or reprimand, require an education course, and/or fines up to $5,000. Earlier this year, NAR decided that beginning January 1,2014, fines can go up to $15,000.
NAR Code of Ethics,Standards of Practice and Case Inter - pretations quoted in this article were used with per mission: © 2013 NATIONAL ASSOCIATION OF RE ALTORS
® ,All Rights Reserved.
JENNIFER SHERROUSE, ABR, CIPS, CRS, E-PRO, OF DORSEY ALSTON, REALTORS® IN ATLANTA, IS A MEMBER OF THE GEORGIA REALTORS® PROFESSIONAL
STANDARDS COMMITTEE. YOU CAN FIND JENNIFER ONLINE AT
WWW.JENNIFERSHERROUSE.COM.
To learn more about the Code of Ethics and other regulations concerning advertising:
NAR Code of Ethics:
http://www.realtor.org/code-of-ethics
NAR Field Guide to Professional Standards:
http://www.realtor.org/field-guides/field-guide-to-professional-standards REALTOR®
Magazine Online:
Articles from Columnist and Code of Ethics expert Bruce Aydt, REALTOR®
http://realtormag.realtor.org/author/bruce-aydt
Georgia Real Estate Commission: Monthly GREC newsletters include helpful tips, advice and news for licensees:
http://www.greab.state.ga.us/about/newsmeetings.html
Georgia Real Estate Commission: Links to License Law (explore “Unfair Trade Practices” found in O.C.G.A. § 43-40-25) and GREC Rules and Regulations (review “Advertising” found in 520-1-.09):
http://www.greab.state.ga.us/about/relaw.html
is concerned that their advertisement or other
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