Connecticut Public Act 26-50 is mostly known as a training law. It is also an advertising law. Section 2 of the act rewrites what homemaker-companion agencies may say in their marketing, effective January 1, 2027 - the same day the training obligations start. Agencies planning new-year marketing should read both halves.
This article summarizes public sources. It is not legal advice.
The pre-existing rule that still applies
Connecticut has regulated homemaker-companion advertising since 2023. An agency that uses the word "care" in its business name or advertising, in reference to its homemaker services, must prominently display the words that it "solely provides nonmedical care" at the top of its advertising - including every page of its website, social media posts, print, and audiovisual ads - and must not use words suggesting services beyond its authorized scope, such as medical or health care licensure language. PA 26-50 keeps that framework and adds to it.
The new memory-care claim rule
Under the new subsection (g)(2)(A), an agency may advertise that it has employees trained to provide homemaker services to individuals experiencing memory difficulties - but only if the agency details the type of training and the number of hours each employee was trained for those services.
Read that as a specificity requirement. A generic "our caregivers are dementia-trained" line is not the claim the statute describes. The claim the statute describes carries particulars: what training, how many hours, for which employees. An agency making this claim needs the underlying training records to be accurate, current, and specific - because the advertising claim is only as good as the file behind it.
The compliance-statement rule
The new subsection (g)(2)(B) permits an agency to state that it complies with all state training requirements relating to homemaker-companion agencies, and to reference specific training program topics from the statute's approved-list topics.
The permission comes with an edge: a violation of these advertising provisions is untruthful or misleading advertising under section 20-675(a) - the statute's existing false-advertising enforcement hook. A compliance claim is a factual representation to the public. If the records do not support it, the marketing sentence is the liability.
Marketing copy that depends on records
Both new permissions share a structure: they let agencies turn real training practices into marketing, and they punish agencies whose marketing runs ahead of their records. That cuts in a useful direction for agencies that take training seriously. Training stops being only a cost center; accurately described, it becomes a claim competitors without the records cannot safely make.
Practical review questions for your January marketing:
- Does every page with the word "care" carry the required nonmedical disclaimer, prominently, at the top?
- Do any pages suggest medical or licensed health services?
- If we claim memory-care training, can we produce the type and hours for each employee we are describing?
- If we claim compliance with state training requirements, do our signed forms, program lists, and dates actually back that, caregiver by caregiver?
The last two questions are records questions. Agencies that cannot answer them from their files should fix the files before fixing the copy.
One more date alignment
Section 2's effective date is January 1, 2027 - the same day agencies must have submitted their first annual attestation to DCP agreeing to adhere to the training requirements. The statute lines up the promise to the state and the claims to the public on the same morning. The agencies that will be comfortable that morning are the ones whose records already say what their websites say.
Where Companza fits
Companza keeps the training records that advertising claims depend on: each caregiver's completed programs, hours, and dates, with signed forms on file. When marketing asks "what can we say?", the answer comes out of the record. Companza is a records platform, not a training provider, and not a state agency.
Sources
Frequently asked questions
Can a Connecticut homemaker-companion agency advertise dementia training?
Yes, starting January 1, 2027, if it details the type of training and number of hours each employee was trained to provide services to individuals experiencing memory difficulties.
Can an agency say it complies with state training requirements?
Yes, the act expressly permits that statement, including references to specific approved-list topics. But a false version of the claim is untruthful or misleading advertising under section 20-675(a).
Do the 2023 nonmedical advertising disclaimer rules still apply?
Yes. Agencies using "care" in their name or advertising must still display the "solely provides nonmedical care" disclaimer and avoid suggesting services beyond their authorized scope.
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