1. Purpose

The Professional Directory Standards establish requirements for organizations operating directories that list professionals and provide contact information, practice descriptions, and other information useful to consumers seeking professional services. These standards address listing accuracy, contact information verification, content guidelines, advertising disclosure, consumer protection, and update requirements.

Professional directories serve an important public function by connecting consumers with professionals who can address their legal, financial, healthcare, trade, and other service needs. The integrity of this function depends on accurate information, transparent business practices, and clear disclosure of the directory nature and limitations.

These standards apply specifically to directories, which are distinguished from registries by their inclusion of contact information, practice descriptions, and other consumer facing content. Registries that focus solely on credential verification without contact information are governed by the Licensed Professional Registry Standards v1.0.

This standard is designed to:

• Establish listing accuracy and verification requirements for professional directories
• Define contact information verification and update standards
• Require transparent disclosure of directory operations, revenue model, and limitations
• Address advertising, sponsored content, and paid placement disclosure
• Establish consumer protection standards for directory users
• Guide content standards for professional profiles and descriptions
• Ensure directories function as useful and honest resources for consumers

2. Scope

This standard applies to directories listing:

• Legal professionals including attorneys, paralegals, and notaries public
• Healthcare professionals including physicians, nurses, dentists, and therapists
• Financial professionals including certified public accountants, enrolled agents, and financial advisors
• Licensed trades including electricians, plumbers, general contractors, and HVAC technicians
• Real estate professionals including licensed agents, brokers, and appraisers
• Other regulated professions requiring licensure or certification

This standard applies to:

• Online directories and searchable databases with contact information
• Print directories published periodically
• Mobile applications providing professional directory services
• Any publication presenting itself as a professional directory or listing service

This standard is complementary to the Licensed Professional Registry Standards v1.0. Organizations operating both directories (with contact information) and registries (without contact information) should apply the appropriate standard to each publication.

This standard does not govern attorney advertising, which is subject to rules of professional responsibility in each jurisdiction. Directory operators and listed professionals remain responsible for compliance with all applicable advertising and solicitation rules.

3. What This Standard Is Not

This standard does not:

• Certify professionals or verify competence beyond credential status
• Evaluate the quality of services provided by listed professionals
• Endorse or recommend any listed professional
• Replace official licensing boards or regulatory authorities
• Guarantee the accuracy of information provided by listed professionals or licensing authorities
• Create any legal relationship between the directory and listed professionals or consumers
• Establish legal obligations beyond voluntary adoption
• Override jurisdiction specific regulatory or advertising requirements
• Constitute legal advice regarding professional advertising or solicitation rules

Organizations adopting this standard remain fully responsible for compliance with all applicable laws and regulations. Listed professionals remain subject to regulation by their respective licensing authorities and applicable advertising rules.

4. Definitions

Directory. A publication or platform that lists professionals with contact information, practice descriptions, and other consumer facing content intended to assist consumers in locating and evaluating professionals. Distinguished from a registry, which focuses on credential verification without contact information.

Listing. An individual entry in a directory representing one professional or firm, including contact information, practice details, and any additional content.

Basic Listing. A directory entry containing only essential information including name, credential type, jurisdiction, license status, and contact information, provided at no charge to the professional.

Enhanced Listing. A directory entry containing additional content beyond a basic listing, which may include practice area descriptions, professional biography, photographs, or other supplemental information, and which may involve fees paid by the professional.

Sponsored Listing. A listing for which the professional or firm has paid for premium placement, increased visibility, or other promotional treatment within the directory.

Organic Listing. A listing whose placement in search results or directory categories is determined by relevance, alphabetical order, or other noncommercial criteria rather than by payment.

Contact Information. Information enabling consumers to communicate directly with a listed professional, including telephone numbers, email addresses, website URLs, and physical addresses.

Practice Area. A field, specialty, or subject matter focus within a profession as described by the professional or as recognized by the licensing authority.

Consumer. Any individual or organization using the directory to locate, evaluate, or contact a listed professional.

Revenue Model. The means by which a directory generates revenue, including fees from listed professionals, advertising, referral fees, or other sources.

Referral Fee. Any payment or consideration received by a directory in connection with a consumer engaging the services of a listed professional.

5. Requirements

5.1 Listing Accuracy Requirements

5.1.1 Required Listing Information

All listings shall include the following minimum information:

• Full name of the professional or firm
• Primary license or credential type
• Jurisdiction of the license
• Current license status (active, inactive, expired, suspended, revoked, or other status as reported by the licensing authority)
• At least one form of contact information (telephone, email, or physical address)
• Date the listing was last updated or verified

5.1.2 Optional Listing Information

Directories may include additional information where available:

• Practice areas or specializations
• Professional biography or background
• Educational credentials and institutions
• Years in practice
• Languages spoken
• Office hours and availability
• Professional photographs
• Fee information or consultation availability
• Professional association memberships
• Client reviews or testimonials (subject to Section 5.5)

5.1.3 Accuracy Obligations

Directories shall:

• Verify that all listed professionals hold the credentials represented in their listing at the time of initial listing
• Provide a mechanism for listed professionals to update their information
• Provide a mechanism for consumers and listed professionals to report inaccuracies
• Investigate and resolve reported inaccuracies within a reasonable time period
• Remove or clearly mark listings for professionals whose credentials have been revoked or suspended

5.2 Contact Information Standards

5.2.1 Contact Verification

Directories shall verify contact information including:

• Telephone numbers are operational and connect to the listed professional or firm
• Email addresses are deliverable
• Physical addresses correspond to an actual office location
• Website URLs resolve to a functioning website operated by or on behalf of the professional

5.2.2 Update Requirements

Directories shall:

• Reverify contact information at least annually
• Provide listed professionals with a self service mechanism to update contact information
• Remove or flag listings with unverifiable contact information
• Clearly indicate the date contact information was last verified

5.3 Advertising and Revenue Disclosure

5.3.1 Revenue Model Disclosure

Directories shall prominently disclose:

• Whether the directory charges fees to listed professionals for basic or enhanced listings
• Whether the directory accepts paid or sponsored listings and how they are identified
• Whether the directory receives referral fees or other compensation in connection with consumer engagement of listed professionals
• Whether the directory generates revenue from advertising displayed alongside listings
• Any other material revenue relationships that could affect directory content or placement

5.3.2 Sponsored Content Identification

Directories shall:

• Clearly and conspicuously label all sponsored, paid, or promoted listings as such
• Distinguish sponsored listings from organic listings in search results and category pages
• Disclose the criteria used for placement of organic listings
• Not present sponsored listings in a manner that could be confused with editorial recommendations or organic search results
• Identify any content provided by or on behalf of advertisers

5.3.3 Prohibited Practices

Directories shall not:

• Represent sponsored or paid listings as organic or editorial selections
• Accept payment to suppress or remove negative information about a listed professional without disclosure
• Charge fees to listed professionals for removal of their listing
• Condition listing accuracy or completeness on payment by the listed professional
• Engage in pay to play practices where accurate listing information is withheld unless the professional pays

5.4 Consumer Protection Standards

5.4.1 Consumer Disclosures

Directories shall provide consumers with clear disclosure that:

• The directory does not endorse, recommend, or guarantee any listed professional
• Consumers should independently verify credentials and suitability for their needs
• Listing does not constitute a representation of quality, competence, or fitness for a particular purpose
• The directory is not a substitute for the consumer conducting their own due diligence
• The directory does not provide legal, financial, medical, or other professional advice

5.4.2 Complaint Handling

Directories shall:

• Provide a mechanism for consumers to report concerns about listed professionals
• Investigate consumer reports of material inaccuracies in listings
• Direct consumers to appropriate licensing authorities for complaints about professional conduct
• Not interfere with or discourage consumers from contacting licensing authorities

5.5 Review and Testimonial Standards

If a directory displays consumer reviews or testimonials, the directory shall:

• Disclose whether reviews are verified as being from actual clients of the listed professional
• Disclose the methodology used to collect, moderate, and display reviews
• Not selectively suppress or remove negative reviews except for violations of clearly stated content policies
• Provide listed professionals with an opportunity to respond to reviews
• Disclose whether reviews have been edited, summarized, or modified
• Comply with applicable Federal Trade Commission guidelines regarding endorsements and testimonials
• Note that testimonials do not guarantee similar outcomes for other consumers

5.6 Data Privacy

Directories shall:

• Disclose what personal information is collected from consumers using the directory
• Disclose how consumer personal information is used, shared, and retained
• Not sell or share consumer inquiry information with third parties without clear disclosure and consent
• Comply with applicable data privacy laws including state consumer privacy statutes
• Provide listed professionals with information about how their data is collected, used, and shared

5.7 Content Standards

5.7.1 Profile Content Guidelines

Directories shall require that listing content:

• Is truthful and not misleading
• Does not contain claims of superiority or guaranteed outcomes
• Complies with applicable professional advertising rules in the relevant jurisdiction
• Accurately represents practice areas, experience, and credentials
• Clearly identifies the professional or firm responsible for the content

5.7.2 Prohibited Content

Directories shall prohibit listing content that:

• Contains false or misleading statements about the professional or competitors
• Makes guarantees or promises regarding outcomes
• Violates applicable professional advertising or solicitation rules
• Contains discriminatory language or content
• Includes testimonials that are fabricated or unverified

5.8 Relationship to Registry Standards

Organizations operating both a directory and a registry shall:

• Apply these Professional Directory Standards to the directory publication
• Apply the Licensed Professional Registry Standards v1.0 to the registry publication
• Clearly distinguish between directory and registry publications to consumers
• Cross reference the companion publication where appropriate, directing users to the registry for verification data and to the directory for contact information
• Ensure that registry data is not compromised or influenced by directory revenue relationships

6. Compliance Checklist

Organizations adopting this standard shall verify:

• All required listing fields are present for each listing
• Listed professionals hold the credentials represented at time of listing
• Contact information is verified and current
• Contact information reverification is performed at least annually
• Mechanism for professionals to update listings is available
• Mechanism for reporting inaccuracies is available to consumers and professionals
• Revenue model is prominently disclosed
• Sponsored and paid listings are clearly and conspicuously labeled
• Organic listing placement criteria are disclosed
• Consumer disclosures are prominently displayed
• Complaint handling procedures are in place
• Review and testimonial policies comply with standards (if applicable)
• Data privacy practices are disclosed and compliant
• Profile content guidelines are enforced
• Relationship between directory and registry publications is clearly communicated (if applicable)
• Adoption language complies with the Standards Adoption and Disclosure Protocol

7. How to Cite This Standard

Standard citation:

Professional Directory Standards v2.0, Jimmy Wagner, JimmyWagner.com (2026)

Citation with URL:

Professional Directory Standards v2.0, Jimmy Wagner, JimmyWagner.com (2026), available at https://jimmywagner.com/standards/professional-directory-standards-v2

Website attribution:

“This directory follows the Professional Directory Standards v2.0 published by JimmyWagner.com.”

8. Version History

v2.0 (January 18, 2026): Major revision establishing comprehensive directory standards including listing accuracy, contact verification, advertising and revenue disclosure, consumer protection, review and testimonial standards, data privacy, and content guidelines. Clarified relationship to Licensed Professional Registry Standards v1.0.

v1.0 (Superseded): Initial publication. Superseded by v2.0 which separated directory and registry standards into distinct publications and expanded consumer protection and disclosure requirements.

9. Current Adopters

Organizations that have adopted this standard are listed on the Adopters page.

Listing indicates only that an organization has communicated adoption of this standard. Listing does not constitute endorsement, verification, or certification of any kind.

10. Machine Readable Citation

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