Rule 9 – Advertising
A member shall not engage in any advertising or business solicitation activities in respect of professional services that the member knows or should know are false or misleading, or that reflects unfavourably on the profession or the competence or integrity of any member thereof.
Promoting professional services honestly and accurately
Advertising for actuarial services must be honest and accurate at all times. Rule 9 expects members to avoid making false or misleading claims and ensure that qualifications and services are presented truthfully.
Why Rule 9 is important
Reflects professional integrity and ethics
Preventing misleading advertising ensures that clients and the public receive accurate, truthful information about competence, qualifications and services offered. Competition is based on quality and expertise, not misrepresentation.
Fosters fairness and mutual respect
Prohibits false advertising that might undermine how others’ competence or integrity is perceived and stops members from gaining an unfair advantage through false claims.
Ensures compliance with laws and regulations
Requiring truth in advertising aligns with consumer protection laws and advertising regulations.
Builds trust
Clients, employers and stakeholders can be confident that professional services are represented honestly, so they can make informed decisions about who to engage.
Upholds the profession’s reputation
Reducing public exposure to complaints, lawsuits, or disciplinary action protects the reputation of the entire profession.
Provides a basis for enforcement
Provides CIA with a mechanism to enforce required conduct if members promote false advertising.
What Rule 9 means for members
Always present the truth
You are expected to present your qualifications and services truthfully to prospective clients or employers, avoiding advertising yourself or other actuaries in ways that are false or misleading in any way.
You are expected to act with integrity
You cannot engage in advertising or promotions that may or may be perceived to undermine another actuary’s competence or integrity.
Know what is considered advertising
Advertising or business solicitation activities encompass all communications in any media or venue which may directly or indirectly influence someone to choose a specific vendor or to fulfill a perceived need.
