Guidelines for advertising (Chapter 475.01(1), F.S.)

Advertising is one of the most dangerous areas for a real estate agent. Why? Because it is public proof of what you said. If you make a mistake in an ad, the whole world (and the DBPR) can see it. Florida law is very strict about ensuring the public is never misled about who they are dealing with.Truth and Transparency - The golden rule is simple: Don't lie. False or Misleading Advertising: It is a crime to publish false information. If you advertise a property for $700,000 when the seller actually wants $800,000 just to get the phone to ring, that is "bait and switch" fraud. The Penalty: False advertising is a second-degree misdemeanor in Florida.The Ban on "Blind" Ads - This is the most common mistake new agents make.The Definition: A "Blind Ad" is an advertisement that gives only a phone number, a P.O. Box, or a first name, without clearly revealing that a licensed brokerage is involved. It makes the consumer think they are dealing with a private owner (For Sale By Owner).The Rule: All real estate advertising must include the licensed name of the brokerage firm. The public has a right to know they are calling a real estate office. Illegal Example: "3 Bedroom House, Great Price! Call Al: 555-0199." (This is blind).Legal Example: "3 Bedroom House, Great Price! Call Al at Sunshine Realty: 555-0199."