This Regulatory Review will examine recently identified issues concerning Registrants’ advertising, marketing, and promotional materials. Specifically, it will focus on the incorrect assignment of reserved titles and display of information that is not compliant with AIBC Bylaws.
Registrants are reminded that all marketing and promotional content must comply with Professional Standard 10.5 in Schedule A: Code of Ethics and Professional Conduct, which states:
“Registrants must ensure that all advertising, marketing, and other promotion information is accurate, factual, and not misleading.”
Compliance with this standard is crucial for maintaining public trust. Misrepresentation, whether intentional or accidental, can result in reputational harm and potential disciplinary action.
Titles Must not be Misleading
Common concerns arise when a Registrants’ website incorrectly assigns titles, such as ‘Architectural Technologist’, ‘Architectural Project Manager’, or ‘Architect’, to employees who are not permitted to use them. It is important to note that once these concerns are brought to the AIBC’s attention, the matter becomes subject to the professional conduct process.
All Registrants are encouraged to review the AIBC’s Regulatory Guidance | Right to Title document to ensure compliance when assigning employee titles. This resource provides clarification on the proper use of reserved titles, and how to avoid the use of unauthorized titles.
Abbreviating Firm Names is Not Permitted
Another common issue is a Firm’s use of a shortened or abbreviated version of their Certificate of Practice name on their marketing materials, including their Firm website, instruments of service, and letterheads.
A Firm is not permitted to use a ‘business name’ or ‘trade name’ referred to as “doing business as’ or ‘dba’ name, unless it has been registered with the BC Corporate Registry and it is used in conjunction with the full Certificate of Practice name approved by the AIBC.
This requirement also applies to Firms that are registered with regulatory bodies in other provinces under a different business name. Such Firms must use their Certificate of Practice name approved by the AIBC on all instruments of service and marketing materials in British Columbia.
Registrants are reminded to review:
- AIBC Bylaws 4.69 to 4.75 on Firm Names and Public Disclosure
- Schedule O: Board Rules for Architectural Firm Names, found in the AIBC Bylaws
Key Takeaways
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- Registrants are encouraged to regularly review and update their website content to ensure all material, including employee titles and promotional statements, accurately reflect their services and are in compliance with AIBC Bylaws.
- Architects within Firms are responsible for supervising their communication and marketing teams and ensuring that all marketing and promotional materials are in keeping with the AIBC Bylaws and the Architects Regulation.
Supporting Documentation and Resources
- Schedule A: Code of Ethics and Professional Conduct – Professional Standard 10.5
- Schedule O: Board Rules for Architectural Firm Names, found in the AIBC Bylaws
- Section 52 of the Professional Governance Act – Expands on the prohibitions and limitation of reserved titles.
- Section 4 of the Architects Regulation – Identifies ‘Architect’, ‘Intern Architect’ and ‘Architectural Technologist’ as the titles reserved for the exclusive use of AIBC Registrants.
- AIBC Bylaw 4.92–4.94 – Further relate to the use of reserved titles by AIBC Registrants, including Retired Architects.
- AIBC Bylaws 4.69–4.75 – For information on Firm Names and Public Disclosure.
AIBC Contact
For more information about this Regulatory Review or if you have any questions about the use of reserved titles and promotion of architectural services, please email practiceadvice@aibc.ca. For more information about Firm names, please email registration@aibc.ca.
Issues of AIBC Regulatory Review will be published on a regular basis, announced via Connected and archived on the AIBC website.