Attn: Advertising Requirements for Florida Agents

[John Thedford]

I peruse the marketplace ads occasionally. Often I see ads posted by real estate professionals who are NOT posting their licensing and brokerage information in the ads. Here is 61J2.10025 . Note not only must the agent have their legal name, but the name of their brokerage as well. This not only is required, but makes it much easier for someone to determine whether they might want to deal with that particular advertiser. I am sure many have noted the number of unlicensed brokers trying to middle-man deals. Posting license and brokerage information in the ad makes it easy to separate the licensees from others. 

61J2-10.025 Advertising.

(1) All advertising must be in a manner in which reasonable persons would know they are dealing with a real estate licensee. All real estate advertisements must include the licensed name of the brokerage firm. No real estate advertisement placed or caused to be placed by a licensee shall be fraudulent, false, deceptive or misleading.

(2) When the licensee’s personal name appears in the advertisement, at the very least the licensee’s last name must be used in the manner in which it is registered with the Commission.

(3)(a) When advertising on a site on the Internet, the brokerage firm name as required in subsection (1) above shall be placed adjacent to or immediately above or below the point of contact information. “Point of contact information” refers to any means by which to contact the brokerage firm or individual licensee including mailing address(es), physical street address(es), e-mail address(es), telephone number(s) or facsimile telephone number(s).

(b) The remaining requirements of subsections (1) and (2) apply to advertising on a site on the Internet.

Specific Authority 120.53, 475.05, 475.25(1)(c) FS. Law Implemented 475.01, 475.25, 475.42, 475.421, 475.4511 FS. History–New 1-1-80, Amended 2-17-81, 3-14-85, Formerly 21V-10.25, Amended 12-29-91, 7-20-93, Formerly 21V-10.025, Amended 4-18-99, 7-4-06, 2-5-07.