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Council Interpretation 217.1
Advertising and Promotion
Advertising and Promotion
217.1/1 It is in the public interest and in the interest of all members of the Institute that members and
firms be allowed to advertise or otherwise promote services available and the basis of fees
charged. Members should be able to receive publicity, identifying them as members of the
Institute, in areas which reflect their competence and knowledge, in matters which are within the
scope of activities of members of the Institute, and in matters of civic or public interest.
Advertising and publicity should contribute to public respect for the profession and thus to the
professional standing of all members. It is the responsibility of the member or firm to ensure that
any promotional material produced by or under the control of the member or firm is factual, and
that any commentary is not misleading.
217.1/2 As guidance to members and firms, the following outlines what is acceptable conduct in a
number of areas. Unless specifically noted, this interpretation also applies to members otherwise
engaged or employed, and to firms or corporations engaged in a related function business or
practice. The objective is to ensure that advertising or other promotional communication is
accurate and factual.
217.1/3 Members and firms that engage public relations, recruiting or other agents are responsible for
ensuring that no activity for which the agent is engaged contravenes the rules. While there are
matters in which the use of skilled assistance can be advantageous, it should be recognized that
there is an inherent danger of contravention of the rules and that close control must be exercised
to avoid breaches.
217.1/4 A member or firm may be the subject of, or may be referred to, in any bona fide news story
(including interviews and commentaries) or may publish any work (including any professional
paper, report, article, etc.) related to the member's or firm’s professional services provided that
the member or firm uses all best efforts to ensure that none of the contents of such news story or
work violates the requirements of Rule 217.
False or Misleading Advertising and Promotion
217.1/5 It is not appropriate for members and firms to use advertising or promotional communications or
media, including electronic media, that bring disrepute on the profession.
217.1/6 Members and firms should ensure, at all times, that any public reference (in promotional
material, websites, stationery, reports, etc.) to themselves or their services is accurate. The
following are examples of false or misleading references:
(a) any implication that the practising unit is larger than it is, such as by use of plural
descriptions or other misleading use of words;
(b) any implication that a person is a partner of a firm, when the person is not;
(c) any implication that a person is entitled to practise as a public accountant, if the person
is not registered;
(d) any reference to representation or association which is not in conformity with the facts;
(e) the use of obsolete or out of date information;
(f) any reference to particular services of any person or firm where the person or firm is not
currently able to provide those services;
(g) any statement that the practice is restricted to one or more functions, if assignments are
accepted in other practice functions;
(h) any statement that may create false or unjustified expectations as to the results of an
engagement;
(i) the use in the letterhead of any member or practising office of the name of a nonmember
which is not clearly and separately identified.
217.1/7 Any reference to fees which is intended for the information of the public (including prospective
clients) should not be misleading. The following are examples of false or misleading fee
references:
(a) fee information if service at the fee specified will not be available on an ongoing basis for
a reasonable length of time;
(b) a quotation of specific fee information if service at the fee specified is conditional upon
the acceptance by the client of other services, unless such condition is disclosed;
(c) a “rate per hour” or fee or fee range for specified services, which does not give a
reasonable description of the services included;
(d) fee information which quotes an unqualified “average rate,” fee or fee range for services
when a particular assignment might likely be billed at a significantly higher amount;
(e) fee information, using terms such as “from $X” where fees, rates or ranges are not
sufficiently representative of those normally charged
217.1/8 Members and firms should ensure that any controllable public references to them, their services
or accomplishments, whether written or oral, are not false or misleading.
Unfavorable Reflections
217.1/9 Since any member or firm may be able to offer services similar to those offered by others, it is
not appropriate for any member or firm to claim superiority with respect to the competence or
integrity of any other member or firm.
Use of the Term "Specialist"
217.1/10 Individuals who have earned the designation “Chartered Accountant” have demonstrated a high
level of education and professional experience. To hold oneself out as a specialist is to imply
possession of particular skills, talents and experience.
217.1/11 Specialization must be distinguished from expertise. Expertise implies extraordinary knowledge
about a specific subject - no matter how broad or how narrow. Specialization implies a
concentration of professional skills developed and applied over a meaningful period of time. A
person may be an expert without being a specialist.
217.1/12 Members designating themselves, their practising offices or related businesses or practices as
specialists must be prepared to substantiate the claim. Failure to provide advice to a specialist
standard after accepting an engagement to do so may have serious legal consequences.
217.1/13 A member seeking identification as a specialist should be designated as a specialist by the
appropriate CICA Alliance For Excellence or Accredited Organization or should meet the
following minimum criteria:
a) the member should be recognized as such by peers, clients and business associates;
b) a significant percentage of the member's time over a sustained period should have been
spent in the specialty;
c) the member should have attended courses and/or successfully completed examinations
appropriate for the specialty;
d) the member should continue professional development relevant to the specialty,
consisting of attendance at courses, teaching or writing; and
e) the member should continue to devote a significant percentage of time to the specialty.
217.1/14 Improperly claiming specialist status may violate one or more of the following rules:
- Rule 201.1, which requires members and firms to act in a manner that will maintain the good
reputation of the profession;
- Rule 202, which requires members to perform their services with integrity and due care;
- Rule 203.1, which requires members to sustain their professional competence in all
functions in which they practise;
- Rule 210, which requires members and firms to avoid conflicts of interest; and
- Rule 217.1(a), which requires members to refrain from making statements that cannot be
substantiated.
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