The pre-launch compliance sign-off, step by step

Check at sign-off:

• Does the ad name the brokerage of record, not just "Agent Jane Smith"?
• Is the license number present where required (common in Texas, Florida, California)?
• If an agent recently moved brokerages, does the ad still reference the old firm? (This happens constantly and is an easy violation.)

In the EU, equivalent identification requirements come from national property agent licensing regimes (Germany's Gewerbeordnung for estate agents, France's Loi Hoguet), which similarly require the agency's registration to be traceable from the ad.

Step 2: Run the fair-treatment filter

This is the highest-stakes check. The US Fair Housing Act (1968, enforced by HUD) prohibits advertising that discriminates or expresses a preference based on race, color, religion, sex, national origin, familial status, or disability. Slurs are only part of it. Phrases like "perfect for young professionals," "no kids," "walking distance to church," or a photoshoot that only ever features one demographic can constitute violations.

The National Fair Housing Alliance publishes plain-language guidance on ad language to avoid. HUD's own advertising guidance is a useful primer for anyone doing marketing sign-off.

Concrete red flags to scan for:

• Age-coded language: "ideal for empty nesters," "great starter home for young couples"
• Family status language: "quiet building," "no children" (fine as a factual amenity note like "no elevator," not fine as a stated preference)
• Ability-coded exclusions: describing a building as unsuitable without listing objective accessibility features
• Imagery that repeatedly excludes protected groups across a campaign, even without explicit text

In the EU, equivalent protections come through the Racial Equality Directive and national anti-discrimination law; the UK's Equality Act 2010 covers similar ground for property ads.

Step 3: Truth-in-advertising and pricing claims

Beyond fair treatment, general consumer-protection law governs accuracy. In the US, the Federal Trade Commission (FTC) Act prohibits "unfair or deceptive acts or practices," which extends to real estate: overstated square footage, undisclosed material defects, renderings presented as final finishes without disclaimer, or "guaranteed ROIROIReturn on Investment: the ratio of net profit to the cost of an investment. A 300% ROI means each dollar invested returns $3.Voir la définition complète →" language on investment property (which can also trigger securities-law scrutiny if the property is marketed as an investment vehicle).

Mortgage and financing claims carry extra weight. The US Truth in Lending Act (TILA, Regulation Z) governs how financing terms can be advertised. For example, if you quote a monthly payment, you generally must also disclose the APR (annual percentage rate) and loan terms. An "as low as 3.5% down" banner without qualifying language is a classic violation.

Quick worked example. Suppose an ad says: "Own this condo for $1,800/month." If that figure assumes a specific down payment, rate, and term, Regulation Z requires those assumptions to be disclosed nearby, not buried in a footnote three scrolls down. Sign-off should ask: can a reader reconstruct the actual deal from what's visible on first view of the ad?

Step 4: Platform-specific ad standards

Each distribution channel adds its own layer. Meta (Facebook/Instagram) restricts housing ad targeting under its Special Ad Category rules, a direct response to a 2019 settlement with HUD, meaning you cannot target housing ads by age, gender, or zip code proxies for protected classes. Zillow and Realtor.com have their own listing accuracy and photo-authenticity policies (no "staged to look larger" wide-angle distortion without disclosure, no bait-and-listing of unavailable units).

Sign-off checklist for platforms:

• Meta housing ads: confirm the campaign is flagged as a Special Ad Category so restricted targeting options are automatically disabled
• Zillow/MLS syndication: confirm listing status (active, pending, sold) is current, stale listings are a frequent source of complaints
• Google: check that any "guaranteed" or superlative claims ("best value in the neighborhood") have substantiation on file

🎬 [VIDEO: "Fair Housing Advertising: What You Can and Can't Say" - youtube.com - a HUD-aligned training walkthrough of compliant vs. non-compliant real estate ad language, useful for training non-specialist marketing staff]

Step 5: Visual and copy review

Visuals get less regulatory attention than text, but they carry real risk. Renderings marketed as photos (without a "rendering, finishes may vary" disclaimer) can be deceptive advertising. Photos that digitally remove neighboring structures, alter lot lines, or stage rooms with furniture that misrepresents scale can trigger complaints once a buyer visits in person.

Sign-off should confirm:

• Every rendering or virtually staged image is labeled as such
• Photos reflect current condition (not "listing from two renovations ago")
• Copy makes no unqualified superlatives ("the best school district," "guaranteed to appreciate") without a factual source on file
• Any comparison to competing properties or neighborhoods is factually defensible, not just persuasive

Building the repeatable process

The goal is a checklist that scales, not a one-off review. A practical sign-off template has four signers: the listing agent (accuracy of property facts), a compliance or legal reviewer (fair housing and financing claims), the marketing lead (platform policy and brand consistency), and a final approver with authority to hold the launch.

Document every sign-off with a timestamp and version of the creative approved. When (not if) a complaint arrives, being able to show a dated, approved audit trail is the difference between a minor correction and a drawn-out enforcement inquiry.

Key Takeaways

• Pre-launch sign-off must clear three layers: licensing/identification, fair-treatment law (Fair Housing Act in the US, equivalent anti-discrimination law in the EU/UK), and platform ad policies (Meta Special Ad Category, Zillow/MLS standards).
• Financing claims trigger specific disclosure duties under Truth in Lending Act/Regulation Z in the US, quoted payments need visible loan assumptions, not fine print.
• Fair housing violations are often about implied preference in copy or imagery, not overt discrimination, train reviewers to catch coded language like "perfect for young professionals."
• Renderings, staged photos, and stale listing statuses are common, avoidable sources of deceptive-advertising complaints.
• A documented, multi-signer sign-off process (agent, compliance, marketing, final approver) turns compliance from a bottleneck into an auditable safeguard.