You have spent years building your name. Then a mate sends you a screenshot of your own Facebook page with one question: where is your licence number? If your stomach just dropped, you are not alone. Most tradies and builders treat QBCC advertising requirements as a brochure problem, not something that applies to a Facebook post or a Hipages listing. The QBCC does not see it that way.
This post breaks down what the QBCC expects in your advertising, where licensees get caught, what the fines look like and how to fix your marketing in an afternoon.
What the QBCC advertising requirements actually say
Any ad for building work must show the name you are licensed under, state that you are licensed under the QBCC Act and display your licence number. Companies use the company name and the company licence number, not the director’s personal one. The details must be easy to read and reasonably prominent. In audio or video ads, they must be as clear and audible as the rest of the spoken content. Ads also cannot be false or misleading, including by leaving out information that changes the picture.
The penalty is real. Section 54 of the QBCC Act sets a maximum of $6,044 for an individual and $30,222 for a company. Unlicensed operators who leave out the required statement face a higher ceiling of $17,270 for an individual and $86,350 for a company.
It is frustrating. You are flat out on site, and nobody warned you that a business card, a ute door and an online directory profile each count as an ad. The good news is that the rules are clear once you know where to look.
Where tradies actually get caught
The QBCC lists a wide range of media as advertising. The ones that trip people up are usually the digital ones, because they get set up once and forgotten:
- Your website, including every service page and the footer
- Social media pages, such as Facebook and Instagram business profiles
- Online directories like Gumtree, Hipages and ServiceSeeking
- Vehicle signage, business cards, flyers, posters and brochures
- Radio, TV, online video and on-hold phone messages
- Billboards and home show signage
One carve-out helps: licence numbers are not required on high-vis shirts, vests and similar clothing, so you do not need to reprint your workwear.
Trading names, ABNs and the QBCC logo
The QBCC does not licence trading names. A trading name is only acceptable when it appears alongside the name you are licensed under. So an ad showing only “Bayside Reno Co” is likely non-compliant if your licence is held by “Smith Building Pty Ltd”.
An ABN is not a licence number either. The ATO issues the ABN and it shows you are registered for tax. The QBCC licence number shows you are authorised to carry out the work. Homeowners are told to check the licence number before signing a contract for work worth more than $3,300, so a missing number looks like a red flag to the exact people you are trying to win.
Also leave the QBCC logo off your own promotional material. The QBCC says it cannot be used at all, and misuse can lead to legal action under the Copyright Act 1968.
If you are reading this and quietly realising half your marketing is out of step, you can fix it without a headache. Book a Strategy Session and we will go through your licensed name, your trading name and your advertising so you know exactly what to change.
Site signs are a separate rule
Advertising is one obligation. Site signage is another. Under section 52 of the QBCC Act, a building site under your control needs a sign showing your name as it appears on your licence, your licence number and a reference to the QBCC Act. Owner-builders show their permit number instead.
The sign must be larger than half a square metre, weatherproof and clearly visible from the street. The licence name and number must be printed at least 50mm high. The maximum penalty for no sign or a non-compliant sign is $3,454 for an individual and $17,270 for a company.
Subcontractors working for a builder generally do not need their own site sign, because the builder is deemed to control the site. The advertising rules above still apply to them.
A 10-minute advertising audit
You do not need a marketing agency. Work through this list tonight:
- Look up your licence on the QBCC register or your digital licence and copy the exact licensed name and number.
- Check your website header and footer for the licensed name, the QBCC Act statement and the number.
- Update the About section of every social profile and pin a post with your details.
- Edit each online directory listing so the number sits where customers can see it.
- Check your ute signage, business cards and quote templates. The QBCC says your number should appear on any marketing material.
- If you use a trading name, make sure your licensed name appears next to it every time.
Not sure whether your licence class or company structure changes what you should display? That is exactly what a Strategy Session is for.
A missing licence number is one of the cheapest compliance problems to fix and one of the most expensive to ignore. With the QBCC stepping up its enforcement in 2026, a Facebook page with no number is an easy target. Spend the afternoon fixing it, then book your Strategy Session to make sure nothing else is hiding in your paperwork.
Frequently Asked Questions
Do QBCC advertising requirements apply to social media?
Yes. The QBCC lists social media pages and online directories as advertising. Your Facebook or Instagram business profile needs the name you are licensed under, a statement that you are licensed under the QBCC Act and your licence number.
Can I advertise using only my trading name?
Not on its own. The QBCC does not licence trading names, so a trading name is only acceptable when it appears alongside the name you are licensed under. An ad showing only the trading name will likely be non-compliant.
What is the maximum fine for non-compliant advertising?
For licensees, section 54 of the QBCC Act sets a maximum of $6,044 for an individual and $30,222 for a company. Unlicensed operators who omit the required statement face up to $17,270 for an individual and $86,350 for a company.
Do I need my licence number on my high-vis shirt?
No. The QBCC states that licence numbers are not required on high-vis shirts, vests and similar clothing. Vehicles, business cards, websites and other promotional material still need them.
Does a subcontractor need a site sign?
Generally not when working for a builder, because the builder is deemed to control the site. Licensed contractors who are not subcontractors must display a compliant sign, and advertising rules apply to everyone.
