AIC’s 2025 consumer awareness campaign is now live, running from September 8 to November 11 on LinkedIn. Consisting of five ads, the campaign highlights key AIC services and how a regulated industry and the AIC protect Alberta consumers. During the campaign, targeted ads will promote AIC’s Agent Lookup tool, guidance on making a complaint, and trusted resources about the insurance profession in Alberta. The goal is to help the public understand how insurance regulation protects them as consumers and the high standards that their licensed insurance professionals must fulfill.
Industry impacts
While the campaign is aimed at consumers, its impact extends to the industry as a whole. When consumers understand the standards of behaviour and service they should expect from a licensed insurance professional, it reinforces the standards that licensed agents, independent adjusters, and agencies are held to.
Public awareness about licensing also helps protect the profession from unlicensed activity, such as individuals misrepresenting themselves as agents, brokers, and independent adjusters. By showing consumers how to verify credentials, the campaign strengthens the trust they place in licensed professionals and reduces the risk of fraud in the industry.
Ad highlights
Each ad in the campaign connects consumers directly with a tool that protects their interests. The opening ad focuses on the Agent Lookup tool, underscoring how important it is to verify that Albertans verify they are receiving insurance advice from a licensed professional. Knowing this up front helps consumers avoid fraud and gives them confidence in the professional they’re working with.
Another ad highlights the Complaints & Enforcement process. When something doesn’t feel right in an insurance interaction, Albertans need to know they have a clear and impartial way to raise concerns and that their complaint will be taken seriously.
Other ads remind the public that insurance is a regulated profession and showcase consumer resources that are available to them. This matters because regulation helps create accountability and ensures that every licensed professional operates under standards designed to protect the public. When Albertans know where to find information that helps them ask better questions and make well-informed choices, they are empowered to compare options and understand their coverage before committing.
Clear information and easy-to-use tools from the AIC help consumers feel prepared when buying or obtaining insurance services. Well-informed consumers tend to have more productive and in-depth conversations with their insurance professionals and make more knowledgeable decisions. This helps elevate the reputation of the insurance profession in Alberta and reinforces the value of licensing to the public.
Main message
AIC’s 2025 consumer awareness campaign promotes practical tools available to Albertans. Each ad highlights a different way consumers can protect themselves, whether by confirming an insurance agent is licensed, learning how to raise a concern, or accessing reliable resources before making a decision. You can take a look at some of the resources featured in the campaign by visiting our Consumer Resources page. By showing consumers exactly where they can go for reliable information and clarifying processes, we’re also shining a light on the professionalism and qualifications of Alberta’s licensed insurance community.
Do you have a complaint?
As part of its work to protect the public, AIC investigates complaints against insurance agents, brokers & independent adjusters
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