March 2026 Update: Please note this Regulatory Review was re-issued on March 5, 2026. The original version was published on March 28, 2025. The article was updated to include a new section on the requirement of including Firm designation status (such as Corp., Ltd., and Inc.) on all communication and correspondence, as per AIBC Bylaw 4.74, Schedule A: Code of Ethics and Professional Conduct, and Schedule O: Board Rules for Architectural Firm Names.
This Regulatory Review will examine issues concerning Registrants’ advertising, marketing, promotional materials, and related communication. Specifically, it will focus on a Firm Registrant’s responsibility to ensure that all communication is accurate and reflective of their registration with the AIBC; the incorrect assignment of reserved titles; and displaying information that is not compliant with AIBC Bylaws.
Accurate and Transparent Promotional Materials
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 discipline action.
Firm Designations Must be Included (NEW ADDITION)
Recent cases have shown that Firm Registrants are omitting their partnership or corporate designation from their Firm name on general communication, documentation, and promotional materials, such as in email signature blocks and document title blocks.
As per AIBC Bylaw 4.74:
It is critical that Architectural Firms comply with this Bylaw requirement to use their complete and approved name as it appears on their Certificate of Practice, and ensure it is applied consistently across all documentation and correspondence. It is required to inform the public of your specific Firm structure, enabling them to clearly distinguish your Firm from other types of entities, as well as to aid in determining the Firm’s entitlement to practice architecture. Not including the complete and correct Firm name is considered a form of misrepresentation, contrary to the Professional Standard 10.5, and not including their designation status as a corporation or partnership is a direct contravention of Bylaw 4.74.
Registrants are encouraged to review Schedule O: Board Rules for Architectural Firm Names, which outlines additional requirements, such as: naming components, permitted corporate designations, and “doing business as” (dba) applications.
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.
Titles Must not be Misleading
In addition, concerns arise when a Firm 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.
Key Takeaways
- 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.
- It is required, and essential to public protection, that Firm Registrants include their designation as it appears on their Certificate of Practice across all communication and documentation, to ensure the public can clearly identify the Firm’s structure, and can determine via the AIBC Register if the Firm has the right to practice architecture.
Supporting Documentation and Resources
- Schedule A: Code of Ethics and Professional Conduct– Professional Standard 10.5
- Schedule O: Board Rules for Architectural Firm Names
- 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 Bylaws 4.69–4.75 – For information on Firm Names and Public Disclosure.
- AIBC Bylaw 4.92–4.94 – For information on Use of Titles.
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.