It was only a matter of time until bot-triggered online advertising infiltrated the surveying profession. While it could be argued that it is just another marketing tool, there are approaches that walk a thin ethical—and potentially legal—line.

Paying for ad promotion online is not a new concept, and there are endless options for how they seek out audiences, where you want folks to see them, and just how often you want people to see them. Whether you view them as helpful, or annoying, there seems no escape from their reach. For example, firms can pay for “search ads”, those that are triggered by keywords. I’m sure you’ve experienced the following: you do a search for a certain product, like a tube of glue. And then, within minutes, your online feeds are flooded with ads for glue.

Surveying is not immune to this. You read an article, or search for, say, a specific new GNSS rover, and then your feed is flooded with ads for dozens of different rovers, even some obscure brands you’ve never heard of. Arguably, this could be a good thing to let you know about alternatives, but more ofte nthan not, it is viewed as an intrusive annoyance. I remember, that for a while, any search related to lidar unleashed a tidal wave of ads for one particular backpack terrestrial SLAM system. I wondered if that firm’s marketing budget exceeded its R&D budget. 😉

Ads triggered by a competitor’s brand or product name as a keyword are commonplace within the industry that supplies the surveying profession with hardware and software. However, until recently, such marketing tactics were not being used to promote surveying services… or, to besmirch other firms to steer potential customers towards your own firm.

In recent months, I’d started seeing this practice. I need to provide examples generically, as some of these cases may likely be reviewed by boards of registration for ethical concerns.

A local surveying firm in a mid-sized city that provides boundary, mapping, reality capture, and many other services was hit by this tactic from a nationwide surveying-engineering firm. When someone would search for a local firm, the nationwide firm would show up first in the results, and then ads would start popping up  in feeds saying: “Thinking about [local firm]? Then try us!” The ads named the competing local firm (raising ethical and potentially legal issues) and urged recipents to look at their firm instead. But in some cases, it did not stop there. Some ads went on to add things like: “We’ve been here longer”, or service-specific items like “We can provide mobile mapping, backpack mapping, [blah, blah, blah]”.

When I saw the ads, I was shocked, as I was under the impression that the profession viewed slamming other surveyors to promote oneself as being highly unethical. Especially, as it turned out in one case, that some of the statements in said ads were not true, or at the very least misleading. In one case, the matter of who was there first was misrepresented, and so were some of the services.

Surveying Profession-Specific Considedrations

The Creeds and Canons of the National Society of Professional Surveyors state: “Canon 6 – A Professional Surveyor should use care to avoid advertising or solicitation that is misleading or otherwise contrary to the public interest.”

Ok, that is not binding, and an unscrupulous marketing whiz in some national firm would feel no repercussions. However, national, provincial, and states professional associations and boards are pretty clear on the ethics of this sort of tactic. For example:

“To advertise in self-laudatory language or in any other manner derogatory to the dignity of the profession.” The Code of Ethics of the Massachusetts Association of Land Surveyors and Civil Engineers, Inc. This same wording is in the codes of ethics for many other states.

“Avoid misleading and self-laudatory language in their advertising.”  – Association of Canada Lands Surveyors Code of Ethics – SOR/2003-1, s. 1(E)

In Quebec, they do not mince words on this matter, the expected ethics are quite clear. Code of Ethics of Land Surveyors, Land Surveyors Act, Professional Code (chapter C-26, s. 87):

Code of Ethics of Land Surveyors, Land Surveyors Act, Professional Code (chapter C-26, s. 87):

• 01.01.“No land surveyor may, in any way whatsoever, engage in false or misleading advertising or advertising which is likely to mislead, or allow someone else to do so.” O.C. 1415-92, s. 2.
• 01.03.“No land surveyor may advertise in a manner which is likely to denigrate or disparage another land surveyor.” O.C. 1415-92, s. 2.

The International Federation of Surveyors is also quite clear on this matter. FIG Publication No. 17 – Statement of Ethical Principles and Model Code of Professional Conduct.:

• “Do not make false or misleading statements in advertising or other marketing media.”
• “Do not, either directly or indirectly, act to undermine the reputation or business prospects of other surveyors.”

“Surveyors will not advertise work or service in a self-laudatory manner. It is proper for surveyors to advertise availability to perform professional services, for which they are qualified, in a restrained and dignified manner.” – CODE OF ETHICS for Professional Land Surveyors of Colorado. Hereinafter (“Surveyors”) ADOPTED FEBRUARY 18, 1978, AMENDED 2010

“Advertising that is intended or has a tendency to deceive.” – The Vermont Statutes Online – Title 3: Executive, Chapter 5: SECRETARY OF STATE, Sub-Chapter 3: Professional Regulation 3 V.S.A. § 129a. Unprofessional conduct.

“To attempt to injure, falsely or maliciously, the professional reputation, business, or employment position of another Land Surveyor.” – New York State Association of Professional Land Surveyors Code of Canons.

I found similar wording in any state I looked up, including the ones with the “search ad” cases I’d been seeing. There are even ethics portions of state licensing exams.

Broader Ethical and (Potentially) Legal Considerations

The recipient of such ads may be turned off by such tactics or confused. They might mistake the mention of another firm as implying some kind of affiliation.

Online providers allow the use of competitors as ad bot keyword triggers; it’s just anotrher option you can pay for; the ethics of doing so is up to you. This practrice would not be considered illegal or cause for legal action, unless there was a deliberate misrepresentation of the firm they are trying to wrestle potential customers from. However, a branded name and/or logo of a competitor in your ad could (in certain instances) lead to legal action, in the same way using a competitor’s registered brand and/or logo in advertising copy could.

Play Nice!

The surveying profession is just that: a profession! It could only harm the fine reputation of the profession when practitioners use such questionable tactics. Sure, one could argue that “All’s fair in competition.

“The definition of “fair” might seem different to some overzealous-marketing bot-enamored-whiz-kid in a giant national outfit who, before joining the firm, thought that “surveyors” called people to ask opinions. Check what those folks are doing, it might make your firm look bad.

The surveying profession, professional associations, and licensing boards have been quite clear on what “fair” means. So, for now, using “search ad bots”, in the manner dscribed above,  might lead to a bruised reputation, board action, or a trip to court… Besides, in surveying, the good bots are robotic total stations!