Florida Construction Advertising Rules: What the Law Requires and How to Comply
What Florida law requires in a construction company's ads: the license number on every ad and on lettered vehicles, no "licensed and insured" unless it's true, and the 12-point notice on roof and insurance claim campaigns. Every rule, with its citation and source.
Short answer
In Florida, construction company advertising is governed by Chapter 489 of the Florida Statutes. The contractor's registration or certification number goes on every ad, in any medium, including websites and lettered vehicles. No one can advertise as a contractor without a license, or claim to be "licensed" or "insured" unless it's true. And an ad inviting homeowners to file a roof damage claim carries three legal notices in at least 12-point type.
The Construction Industry Licensing Board's rule spells out what counts as advertising: business cards, proposals, contracts, job-site signs, newspapers, radio and TV, any electronic medium including websites, directories, flyers, billboards, coupons, magazines, classifieds and vehicle lettering (61G4-12.011(3), F.A.C.). Promotional items and free 1-to-3-line directory listings with no embellishment don't count. Here are the ones that matter most in a campaign, each with its citation. We checked every one against its official source on October 17, 2026.
1. The license number on every ad
The statute puts it plainly: "The registration or certification number of each contractor shall appear in each offer of services, business proposal, bid, contract, or advertisement, regardless of medium" (§489.119(5)(b), F.S.). Business stationery and promotional items like balloons, pencils or clothing aren't ads (§489.119(5)(d)). If the number is missing, the Board issues a notice the first time and can fine or cite if it isn't fixed within 30 days or happens again (§489.119(5)(e)).
How we handle it: we put it on every piece, including short social and search formats.
2. On lettered vehicles too
If a vehicle shows the contractor's name, or text or artwork that suggests it's used for contracting, the registration or certification number is displayed conspicuously and legibly with the name. The law doesn't require you to letter vehicles (§489.119(5)(c)).
How we handle it: when we design your vehicle graphics, the number goes next to the logo.
3. No license, no advertising
No one may advertise themselves or a business as available to work as a contractor without being registered or certified (§489.127(1)(f), F.S.). An unlicensed person who does commits a first-degree misdemeanor, and a designated code inspector can issue citations (§489.127(2)(a) and (5)(a)).
How we handle it: before we launch a campaign, we check that the license number you give us is active.
4. Never "licensed" or "insured" unless it's true
A local government can fine someone who isn't certified or registered and claims in an ad to be licensed without a valid local license, or insured without a general liability or workers' compensation policy covering the work (§489.119(5)(f)).
How we handle it: we write "licensed and insured" only with the current license and policy your company shows us.
5. Roofs and insurance claims: the 12-point notice, and no gifts
A contractor's written or electronic ad that encourages people to contact the contractor, or a public adjuster, to file an insurance claim for roof damage is a "prohibited advertisement" unless it states three things in at least 12-point type and at least half the size of the largest type used: that the consumer pays the deductible; that it's insurance fraud, a third-degree felony, for a contractor to pay, waive or rebate the deductible with intent to defraud; and that filing a claim with false, incomplete or misleading information is insurance fraud. That includes door hangers, business cards, magnets, flyers, pamphlets and emails (§489.147(1)(a), F.S.).
On top of that, a contractor can't solicit a homeowner with such an ad, or offer rebates, gifts, gift cards, cash, coupons, a deductible waiver or anything else of value in exchange for a roof inspection or an insurance claim (§489.147(2)(a)–(b)).
How we handle it: if a campaign mentions insurance claims, we add the three notices at the required size and offer no gifts in exchange.
The rules at a glance
| Topic | What it requires | Citation |
|---|---|---|
| License number | On every offer, proposal, contract and ad, in any medium | §489.119(5)(b), F.S.; 61G4-12.011(3), F.A.C. |
| Vehicles | The number shown with the name, if the vehicle is lettered | §489.119(5)(c), F.S. |
| No license | Advertising as a contractor is prohibited | §489.127(1)(f), F.S. |
| "Licensed" or "insured" | Only if true; otherwise, a local fine | §489.119(5)(f), F.S. |
| Roofs and insurance | Three notices in 12-point type or larger; no gifts or deductible waivers | §489.147, F.S. |
Where this fits in your marketing
At Brito Marketing, these rules go into every campaign from the first draft, in English and Spanish. That's how we approach marketing for construction companies in Florida. If you already know what you need, create your marketing plan on our website.
Sources
§489.119, F.S. · §489.127, F.S. · §489.147, F.S. · 61G4-12.011, F.A.C.. All checked on October 17, 2026.
This isn't legal advice; review your ads with your attorney or with the Construction Industry Licensing Board.
Twenty years building brands in New York, Las Vegas and Miami, where he's based today. He leads a Miami team that shoots commercials on cinema cameras and runs proprietary AI infrastructure. He believes great marketing starts with truly understanding the customer — and that honesty, often frowned upon in this industry, is what separates partners from vendors.
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