Four important advertising reminders
As Ontario’s travel industry gears up for a busy season, it’s a timely moment for TICO-registered travel businesses to review their advertising practices.
All advertising must be truthful, clear, and not misleading. This applies across all mediums: print, digital, social media, email campaigns, and more.
Here are four important reminders:
1.
Every advertisement must include
- The registered business name (ensure any trade names or branches are included on registration with TICO)
- Business address
- TICO registration number
- Optional: If including a phone number, it must be the agency’s phone number
These details must be prominently displayed, except in limited-space formats like social media posts or radio ads.
2.
All-in pricing is mandatory
- When advertising prices, registrants must show the total cost, including all taxes, fees, and service charges.
- This “all-in” pricing ensures consumers can make informed comparisons.
- If using “from” pricing, the ad must disclose the conditions that affect the price, such as travel dates or room types.
3.
Rules for advertising a sale price
- If a sale or reduced price is being advertised, the previous price must not be included.
- Instead, registrants may show a percentage discount or dollar amount off (e.g., "Fall Sale – 25% Off” or “Fall Promo – Save $250”).
4.
Photographs must be accurate – caution with AI
- Images used in advertising must reflect the actual property or service.
- If an image has been generated by Artificial Intelligence, or is an artist’s rendering, this must be clearly stated to avoid false representation.
Check out the sample advertisement below, showing the four described elements:
Helpful resources
To support compliance, TICO offers checklists and voluntary ad reviews:
- Full Advertising Guidelines
- Advertising Checklist
- Social Media and Website Checklist
- Article: Social Media Advertising
Staying compliant not only protects your business, it builds consumer confidence in Ontario’s travel industry.
