CHENNAI: Real estate listings claiming plots and homes just three kilometers from Kilambakkam and two kilometers from GST Road, complete with numerous amenities, have saturated social media and highway advertisements. However, following a recent decree from TNRERA (Tamil Nadu Real Estate Regulatory Authority), builders with vague or misleading advertisements may soon face penalties.
With this initiative, TNRERA has delivered a clear message to the real estate sector: deceptive advertising practices will no longer be tolerated. The era of unchecked promotional tactics is coming to an end, granting buyers the transparency they deserve.
TNRERA now requires that all real estate advertisements—whether in print, on television, billboards, digital platforms, or social media—display the project’s RERA registration number prominently, include a scannable QR code (as per form-C), the authority’s official website, the approved project location, and full promoter contact information.
Implemented on July 1, these guidelines also ban the use of vague disclaimers like “terms and conditions apply” and prevent promoters from making inflated claims, such as “100+ amenities,” unless they are verifiable.
The directive from TNRERA chairperson Shiv Das Meena aims to eliminate misleading practices and ensure buyers can easily verify the legitimacy and legal status of real estate projects prior to making any decisions. The rules stipulate that RERA details must be placed at the top right corner of all advertisements, including posters and printed materials, in a minimum font size for visibility.
“The mandate also specifies that all advertisements must include the promoter’s name, office address, and contact information. When mentioning a landmark, only the actual distance by the most common route is allowed; references to travel time, which can fluctuate due to traffic, are prohibited. The location must correspond with the officially approved plan registered with RERA,” stated S Ramprabhu, chairman of the DTCP committee at the Builders Association of India.
For projects exempt from RERA registration, such as those completed before May 1, 2017, advertisements must clearly indicate the exemption and the reasoning behind it. Furthermore, online property portals are no longer permitted to feature or promote any project lacking valid TNRERA registration details, QR code, and the official website address.
Media outlets will also be held responsible. TNRERA has cautioned that any media platform publishing non-compliant advertisements could be reported to the Ministry of Information and Broadcasting and other regulatory bodies. Violations will incur penalties under sections 61 and 63 of the Real Estate (Regulation and Development) Act, 2016.
To reinforce these changes, Regulation 8(3) of the Tamil Nadu Real Estate Regulatory Authority (General) Regulations, 2018, has been amended to clarify that all real estate advertisements, whether through press, banners, pamphlets, or social media, must include the RERA registration details as outlined in the revised Regulation 6.
