{"id":893,"slug":"hcra-coe-s17-advertising-accuracy","title":"HCRA Code of Ethics s.17 requires accurate advertising; superlatives (\"best\", \"safest\") without substantiation are a discipline risk","kind":"rule","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["agency-methodology","gc-vertical","regulatory-signals"],"reference_body":"**Rule:** **Code of Ethics, O. Reg. 245/21, section 17** requires HCRA licensee advertising to be **accurate**. Section 3 requires fair, honest dealing. Section 8 (conduct unbecoming) means credible allegations can support discipline even without a conviction.\n\n**Source:** <https://chandsnider.com/builder-code-of-ethics/>\n\n**Confidence:** Verified.\n\n**Operational implications for builder-website copy:**\n- Avoid unqualified superlatives (\"best,\" \"safest,\" \"highest-rated,\" \"Canada's top builder\") unless substantiated by a named third-party source.\n- Comparative claims need substantiation.\n- Quality claims (\"award-winning,\" \"energy-efficient\") should cite the specific award/certification with date.\n- Trade-name vs. legal-name mismatches in advertising are themselves a flag — HCRA refused Dynasty Home Builders' application partly on naming concerns.\n- No language implying HCRA \"endorses\" or \"rates\" the builder — the licence is a permission to operate, not an endorsement.\n\n**For Candid client work:** Treat s.17 as the floor for any builder-client copy review. The Code of Ethics enforcement record (Adi, Pinetree, GC King Bond — see [[gc-king-bond-16m-amp-code-of-ethics-2024]]) is real and growing.\n\n**HCRA does not specifically require the licence number be displayed on a builder's website** — that's best practice, not a hard legal requirement. See [[rule-display-hcra-licence-number-link-to-obd-on-builder-sites]].","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"hcra-code-of-ethics-o-reg-245-21-july-2021","title":"HCRA Code of Ethics (O. Reg. 245/21) in force July 1, 2021 — Discipline Committee max fines $50K individual / $100K corporation","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-hcra-ontario-may-2026","title":"Research brief: Ontario Home Construction Regulatory Authority (HCRA) — definitive reference (May 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"rule-display-hcra-licence-number-link-to-obd-on-builder-sites","title":"RULE: Every Candid builder-client site must display HCRA licence number(s) in the footer of every page and link directly to the builder's OBD profile","kind":"rule","scope":"business","link_type":"depends-on"},{"slug":"tarion-builder-display-rules-no-tarion-registered-post-2021","title":"Tarion / HCRA marketing rules — builders must NOT use \"Tarion Registered Builder\" post-Feb 2021; must display HCRA licence; \"Backed by the Tarion Warranty\" is permissible","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-05-24T13:50:00.877Z","updated_at":"2026-05-24T13:50:00.877Z"}