The new regulation is a “huge win” for licensed tradespeople, said Ellen Whitaker, executive vice president of the Georgia chapter of Plumbing-Heating-Cooling-Contractors—National Association (PHCC). After the chapter was contacted by Kemp’s office, members worked with lawmakers on the bill’s language.

State licensing was already required for trades covered by the new provision. But the issue of deceptive advertising arose in recent years because the availability of low-cost advertising, through websites and social media posts, seemed to lead to “almost a proliferation” of unlicensed businesses that were competing with licensed contractors, Whitaker said.

“Unlicensed individuals began creating websites, social media posts, and other marketing materials at a fraction of the cost,” she said. “This became a problem for our PHCC contractors, because our licensed contractors play by the rules.”

PHCC contractors, Whitaker added, invest in continuing education, insurance, permits, code compliance, and other requirements. “Businesses operating outside those requirements can artificially lower their costs while presenting themselves to consumers as though they meet the same professional standards,” she said.

Advertising by an unlicensed trades worker can serve as evidence that the person is operating without a required license. A violator can be issued a cease-and-desist order and, if that order is ignored, assessed a fine of up to $1,500 a day.

Whitaker said that a coalition of trade associations was involved in crafting the bill.

“This law strengthens consumer confidence, supports ethical businesses, and reinforces the value of professional licensure,” she said.