Marketing Your ALF? Here’s What You Need to Know to Stay Compliant


Marketing Your ALF? Here’s What You Need to Know to Stay Compliant

Avoid Common Mistakes by Understanding Florida Statute 429.47

Marketing plays a big role in growing your assisted living facility—but even small details in an ad can create compliance concerns. Florida Statute 429.47 outlines specific rules around advertising that every ALF owner and operator in Florida should be familiar with.

Here’s a clear breakdown of what you need to know:

 1. You Can Advertise Before You’re Licensed

If your facility is still under construction, Florida allows you to begin marketing your community—even before your license is officially issued.

This is helpful for building interest and momentum ahead of your grand opening. Just make sure your messaging is honest and doesn’t imply you’re already operating.

 2. Don’t Call Yourself a Nursing Home—Unless You Are One

If your facility is not connected to a licensed nursing home, you are considered a freestanding facility and you may not advertise or imply that you are a nursing home or provide skilled nursing care.

Watch for misleading phrases like:

  • “24-hour skilled nursing”
  • “Nursing care on-site”
  • “Nursing home level support”Stay compliant by highlighting the true strengths of assisted living—personal care, assistance with daily living, medication support, and a home-like environment.

 3. If Your Name Sounds Religious, Be Transparent

If your facility is:

  • Affiliated with a religious organization, or
  • Has a name that implies religious affiliation (e.g., St. Joseph’s Manor, Grace Haven)

You must clearly state in your advertising:

  • Whether or not you are affiliated
  • And if so, which organization you’re affiliated with

✅ If you’re not affiliated and your name doesn’t imply it, this requirement does not apply.

 4. Your Ads Must Include Two Key Things

Every advertisement for your facility must include:

  • The phrase “assisted living facility”, and
  • Your license number

This applies to:

  • Flyers
  • Brochures
  • Social media posts
  • Online directories
  • Print ads

✅ Example:

“Harmony Hill – A licensed assisted living facility (License #AL12345)”

📋 ALF Advertising Compliance Checklist (Based on FS 429.47):

Before publishing or distributing any ad, ask yourself:

✅ Is your facility under construction?

→ If yes: You can advertise, but make sure you’re not implying that you’re already licensed or operational.

✅ Is your facility freestanding (not attached to a nursing home)?

→ If yes: Do not refer to your facility as a nursing home or imply nursing care.

✅ Does your facility name sound religious or are you affiliated?

→ If yes: Clearly disclose religious affiliation and name of the organization.

✅ Does your ad include the phrase “assisted living facility”?

✅ Does your ad include your license number?

✅ Final Thought:

Compliance isn’t just about avoiding penalties—it’s about showing families and the community that your facility operates with integrity. Accurate, transparent advertising builds trust and protects your business.

If you’d like help reviewing your ads, brochures, or social media posts for compliance, reach out—we’re here to support your success.