Key Takeaways
- All Florida real estate advertising must include the licensed name of the brokerage
- Internet advertising must include the brokerage name on each page displaying property listings
- Blind ads (without brokerage identification) are prohibited
- Team names cannot include terms like "realty," "real estate," or "properties" unless part of brokerage name
- Social media advertising is subject to the same rules as traditional advertising
Last updated: January 2026
Florida Advertising Rules
Florida has specific rules for real estate advertising to protect consumers and ensure proper identification.
Basic Requirements
Brokerage Name Required
All advertising must include:
| Element | Requirement |
|---|---|
| Brokerage name | Licensed or registered name |
| Visibility | Prominent and legible |
| Consistency | As registered with DBPR |
What Counts as Advertising
| Included | Not Included |
|---|---|
| Print ads | For Sale signs on listed property |
| Online ads | Personal social media (non-business) |
| Social media business posts | Business cards (separate rules) |
| Radio/TV | Internal communications |
| Flyers/brochures | MLS (internal system) |
Prohibited Advertising
Blind Ads
Blind ads (without brokerage identification) are prohibited:
| Prohibited | Why |
|---|---|
| "For Sale by Owner" (if licensed) | Implies no licensee involved |
| Personal phone only | No brokerage identification |
| Vague descriptions | Misleading to consumers |
False or Misleading
Advertising cannot be:
| Prohibited | Example |
|---|---|
| False | Misrepresenting property features |
| Misleading | "Walking distance" when 3 miles |
| Deceptive | Bait and switch tactics |
Internet Advertising
Website Requirements
| Page Type | Requirement |
|---|---|
| Homepage | Brokerage name required |
| Property listing pages | Brokerage name required |
| Contact pages | Brokerage name required |
| Each page with listings | Brokerage name on that page |
Social Media
The same rules apply:
| Platform | Requirement |
|---|---|
| Facebook business | Brokerage name visible |
| Instagram business | Brokerage name in profile |
| Brokerage identification | |
| YouTube | Brokerage name in videos/descriptions |
Business emails should include:
- Brokerage name
- License information (optional)
- Contact information
Team Advertising
Team Name Rules
| Allowed | Not Allowed |
|---|---|
| "The Smith Team" | "Smith Realty" (unless brokerage name) |
| "ABC Group" | "Smith Real Estate Team" |
| "Property Pros Team" | "Smith Properties" |
Team Advertising
Team ads must include:
- Team name
- Brokerage name
- Cannot create impression of separate company
Penalties for Violations
| Violation | Penalty |
|---|---|
| First offense | Citation, fine |
| Repeat violations | Larger fines, suspension |
| Intentional deception | Revocation possible |
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Test Your Knowledge
What must be included in all Florida real estate advertising?
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D
Test Your Knowledge
Which term is a Florida team NOT allowed to use in their team name?
A
B
C
D