Inclusive, accurate property advertising

Fair housing and advertising.

Fair housing rules apply to the entire advertisement—from the images and wording to the audience and where it appears. AI can help with presentation, but you are responsible for the final ad.

Welcome people, describe property

Use inclusive language focused on the home and objectively verifiable features. Do not express a preference, limitation, or exclusion based on a protected characteristic—or use coded language that communicates one.

Do not infer people or communities

Do not use images, names, locations, or model output to guess protected traits, household composition, disability, religion, ethnicity, or who does or does not belong in a neighborhood.

Treat the whole campaign as an ad

Review video, stills, captions, voiceover, listing facts, calls to action, audience settings, and placement together. A neutral image does not cure discriminatory text or targeting, and the reverse is also true.

Media and source rights

Authorization comes before creation.

Upload only property media you own or are authorized to use for the campaign.
Import photos from one public property listing only after confirming permission, or upload them directly. A listing URL does not verify any property claim.
Do not use listing import to bypass a sign-in, paywall, access control, or source restriction.
Confirm any owner, photographer, broker, MLS, brand, or publication restrictions.
Do not reuse a person's image or likeness without the authority required for that use.

Advertiser responsibilities

Review the message, audience, and delivery.

Apply fair housing rules to every message

Housing advertising must not indicate unlawful preference, limitation, or discrimination. Federal protections may be supplemented by state and local rules. Avoid statements about the race, color, religion, sex, disability, familial status, or national origin of desired occupants, and account for any additional locally protected characteristics.

Describe verifiable features—not an ideal resident

Write about the property itself: layout, finishes, lawful accessibility features, transit facts, or amenities you have verified. Avoid phrases that signal who should live there, describe a neighborhood by the people in it, discourage families or people with disabilities, or imply a preferred religion or national origin.

Keep audience selection housing-appropriate

Do not use protected characteristics, close proxies, inferred traits, exclusions, or lookalike strategies to steer housing opportunities toward or away from groups. Follow the housing-ad category and audience restrictions of every channel you use.

Review generated and edited media for bias and accuracy

AI may add, remove, or change people, accessibility features, surroundings, finishes, or other details. Do not use synthetic occupants or alterations in a way that stereotypes, excludes, misrepresents availability, or creates a false property claim. Compare every frame with the source photos before release.

Escalate questions before publishing

You remain responsible for the advertisement even when a tool, template, vendor, or platform helped create it. Follow your broker and organization review process and seek qualified legal or compliance guidance when a claim, creative choice, or targeting decision is uncertain.

Before launch

A campaign-level check.

The copy describes the property rather than a preferred kind of resident.
No text, imagery, audio, or targeting excludes, discourages, stereotypes, or steers.
Property facts and accessibility claims are current and independently verified.
Generated scenes have been checked for invented people, features, context, or conditions.
The audience and placement settings comply with housing-ad requirements.
Required brokerage, equal housing, AI-editing, and platform disclosures are present.

Review before the ad goes live.

Pair inclusive advertising with a frame-by-frame property accuracy check.

Acceptable use