Under whose name must advertisements in the newspaper appear?

In Colorado real estate practice, advertisements related to property listings must comply with specific regulations to ensure transparency and consumer protection. The correct answer is that advertisements in the newspaper must appear under the broker of record's name. This requirement serves several important purposes:

Firstly, using the broker's name helps to establish a clear connection between the advertised property and the licensed professional responsible for that advertisement. This transparency not only reinforces trust with potential buyers but also helps ensure that the advertisement is compliant with all state real estate laws and regulations.

Secondly, having the broker of record’s name in the advertisement ensures accountability. If a consumer has questions or needs further information about the property, they can directly communicate with a licensed professional who is knowledgeable about the listing and the surrounding market conditions.

This regulation is in place to protect consumers from misleading or false advertising and to ensure that all real estate transactions are conducted within the framework of the law. It reinforces the importance of professionalism within the real estate industry, making it clear that the broker is the legally responsible party associated with any marketing effort for the property.