The RCIC advertising rules are in sections 44 to 46 of the CICC Code of Professional Conduct. Every ad must show your name as registered with the College at or near the beginning, and written ads must include the address of the College’s online public register. You must not mislead, guarantee success or imply a government link, and client testimonials need the client’s written approval.
- Put your name as registered with the College at or near the start of every ad, in the ad’s language.
- Include the College’s online public register address in every written ad.
- Never guarantee success, mislead, or imply a link with any government.
- Use a client testimonial only if it is real, accurate and approved by the client in writing.
- Pay referral agents only if you registered them with the College in advance; unlicensed staff must not use consultant titles.
Most immigration practices now find clients through Facebook and Instagram ads, WhatsApp, Google reviews and referral partners. The CICC Code applies to all of them, because it regulates marketing, not just print advertising. This guide turns the RCIC advertising rules into a checklist you can use before any ad, post or broadcast goes out.
The rules quoted come from the Code of Professional Conduct for College Licensees (SOR/2022-128) and the College of Immigration and Citizenship Consultants Act on Justice Laws, both checked 4 November 2026. Where this guide applies a rule to a specific channel, that is our practical reading, not College guidance. Check the College’s current material too.
What do the RCIC advertising rules require in every ad?
Section 44(1) of the Code says a licensee who markets immigration or citizenship consulting services must ensure that:
- Your registered name comes first. Your name, as registered with the College, is prominently displayed or announced at or near the beginning of any advertisement, in the language used in the advertisement (s. 44(1)(a)).
- Written ads link to the public register. Any written advertisement includes the Internet address of the College’s online public register of licensees (s. 44(1)(b)).
- The marketing is professional. It is in the best interests of the public and consistent with a high standard of professionalism (s. 44(1)(c)).
IRCC’s page Find out if your representative is authorized (checked 4 November 2026) links the public to the College at college-ic.ca/protecting-the-public/find-an-immigration-consultant. Confirm with the College which register address it expects in ads, then use the same one everywhere.
What can’t RCICs say in marketing?
Section 44(2) lists three things a licensee must not do when marketing services:
| The Code prohibits | Examples to avoid |
|---|---|
| False, misleading or inaccurate representations (s. 44(2)(a)) | Approval rates you cannot prove, “fastest processing”, out-of-date program details, stock photos presented as real clients |
| Guaranteeing the success of an application, expression of interest or proceeding (s. 44(2)(b)) | “Guaranteed visa”, “100% approval”, “PR in 6 months or your money back” |
| Implying a relationship with the Government of Canada or a provincial government (s. 44(2)(c)) | “IRCC-approved consultant”, “official immigration centre”, layouts that look like a government website |
Section 43 adds that you must not make a false, misleading or inaccurate public statement about another licensee or the College. Keep comparison ads about your own services.
How do the rules apply to Meta ads, WhatsApp and Google reviews?
| Channel | Practical check | Code |
|---|---|---|
| Facebook and Instagram ads | Registered name in the first line of the primary text or the headline; register address in the text or on the lead form intro; no guarantees in the creative or form | s. 44 |
| Lead form thank-you screen and auto-reply | Same name and register address; say who will contact them and when | s. 44(1) |
| WhatsApp broadcasts and promotional messages | Treat each promotional message as an advertisement: name first, register address, no outcome promises | s. 44 |
| Google reviews shared in ads or on your site | Use only reviews from real clients, true and accurate, with the client’s written approval for public use | s. 45 |
| Video testimonials | Written approval from the client for the final cut, kept on their file | s. 45 |
| College name or logo | Use only as the College permits | s. 46 |
For the lead-handling side of these channels, see Meta lead ads for immigration consultants and WhatsApp for immigration consultants.
Can you use client testimonials and reviews?
Yes, with conditions. Section 45 says you may use an endorsement by a client or former client in marketing only if it:
- was actually given by a client or former client;
- is true and accurate; and
- has been reviewed and approved for public use by the client or former client in writing.
A cautious reading is that a public Google review is not automatically approved for your marketing. Before you quote it in an ad or on your website, ask the client to approve the exact text in writing, for example by replying to an email, and save that approval on their file. Never write or edit testimonials for clients, and never invent them.
Can you pay for referrals or use agents?
Section 13(1) of the Code says a licensee must not offer an inducement to any person or organization for recommending or referring a client, and must not solicit or accept one for referring a client elsewhere. There is one exception: an inducement offered to an agent who solicits clients for you is allowed if you register the agent’s name with the College in advance (s. 13(2)).
In practice, that means no “refer a friend” cash rewards to clients without checking with the College first, and a written list of every agent you pay, with the date each one was registered. Section 38 also makes you responsible for the work of people who assist you, so agents and staff must not do anything that would breach the Code if you did it. See RCIC supervision of staff for a full routine.
Can staff call themselves immigration consultants?
No, unless they are licensees. Section 77 of the Act says a person who is not a licensee must not use the title “immigration consultant”, “citizenship consultant” or “international student immigration advisor”, or a variation or abbreviation, in a way that leads to a reasonable belief that they are a licensee, or represent themselves as a licensee. Under section 78, the College can ask a court for an injunction.
Check job titles on business cards, email signatures, LinkedIn profiles and WhatsApp business profiles. Titles such as “client coordinator” or “intake specialist” describe the work without implying a licence.
Pre-publish checklist for any ad or post
- Name. Registered name at or near the start, in the ad’s language.
- Register. Public register address included in written ads.
- Claims. Every number and statement can be proven today; no guarantees.
- Government. No wording, logos or design that suggest a government link.
- Testimonials. Written client approval on file for each one used.
- Referrals. Any paid agent registered with the College in advance.
- People. Nobody unlicensed is described as a consultant.
- Record. Save a copy of the final ad, the date it ran and who approved it.
The College can now impose higher penalties under the CICC regulations 2026, so a two-minute check is worth it. When an ad works, the next compliance step is the RCIC consultation agreement, signed before the first consultation.
General information about running an immigration practice — not legal advice. Rules change; confirm current requirements with official sources and your regulator.