Key Takeaways
- All real estate advertising must include the broker's name as licensed with MREC
- Advertising must not be false, misleading, or deceptive
- Team names and agent branding must include the broker's name
- Internet and social media advertising must comply with the same rules as traditional advertising
- Blind ads (without broker identification) are prohibited
Last updated: January 2026
Advertising Rules and Requirements
Missouri law regulates real estate advertising to protect consumers from misleading information and ensure broker accountability.
Broker Identification Requirement
All Advertising Must Include
| Requirement | Details |
|---|---|
| Broker name | As licensed with MREC |
| Clear and prominent | Not hidden or obscured |
| Associated with ad | Connected to the advertising |
What is "Advertising"?
| Includes | Examples |
|---|---|
| Print media | Newspapers, magazines, flyers |
| Online | Websites, listings sites |
| Social media | Facebook, Instagram, etc. |
| Signs | Yard signs, directional signs |
| Business cards | Agent materials |
| Radio/TV | Broadcast advertising |
Prohibited Advertising
False or Misleading Advertising
| Prohibited | Example |
|---|---|
| False statements | Claiming false features |
| Misleading claims | Exaggerated benefits |
| Deceptive practices | Bait and switch |
| Incomplete information | Material omissions |
Blind Ads
Blind ads are prohibited:
| Definition | Example |
|---|---|
| No broker identification | "For Sale By Owner" when listed |
| Owner appearance | Agent pretending to be owner |
| Anonymous advertising | No way to identify broker |
Key Point: All advertising must clearly identify that it is from a licensed real estate broker.
Team and Agent Advertising
Team Names
When advertising as a team:
| Requirement | Details |
|---|---|
| Broker name required | Must be included |
| Team name allowed | In addition to broker |
| Not misleading | Cannot imply separate company |
Agent Personal Branding
| Allowed | Not Allowed |
|---|---|
| Agent name with broker | Agent name alone |
| Nicknames with legal name | Only nickname |
| Personal branding + broker | Personal brand only |
Internet and Social Media
Online Advertising Rules
| Platform | Requirements |
|---|---|
| Personal website | Broker name required |
| Social media profiles | Broker identification |
| Online listings | Broker name visible |
| Email signatures | Broker identification |
Social Media Specific
| Requirement | Application |
|---|---|
| Profile identification | Broker name in profile |
| Post identification | Consider broker ID in posts |
| Professional vs. personal | Business posts need ID |
Property Advertising
For Sale Signs
| Requirement | Details |
|---|---|
| Broker name | Required on sign |
| Agent name | Optional, in addition |
| Permission | Owner's consent required |
MLS and Online Listings
| Element | Requirement |
|---|---|
| Listing broker | Identified |
| Accurate information | Property details correct |
| Updated status | Current availability |
| Commission disclosures | Per MLS rules |
Consequences of Violations
| Violation | Consequence |
|---|---|
| Missing broker ID | MREC discipline |
| False advertising | License sanctions |
| Misleading claims | Consumer complaints |
| Blind ads | Violation of law |
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Test Your Knowledge
What is a blind ad in Missouri real estate?
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Test Your Knowledge
When advertising as a real estate team in Missouri, what is required?
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