Florida Real Estate Advertising Rules: What the Law Requires and How to Comply
What Florida law requires of agent and brokerage ads: the brokerage name on every ad, where it goes online, team names, nothing misleading, and fair housing in ad targeting too. Every rule with its citation and source.
Short answer
In Florida, real estate advertising follows Florida Real Estate Commission Rules 61J2-10.025 and 61J2-10.026 and §475.25 of the Florida Statutes. Every ad carries the brokerage's licensed name, which online sits next to the contact details; a team name is never larger than the brokerage name; and under federal fair housing law, neither the copy nor the choice of media can leave anyone out because of race, religion, sex, disability, family status or national origin.
If you're an agent or run a brokerage in Florida, these rules apply to your website, social media, ads and property videos. These are the ones that matter most in a campaign, each with its citation. All of them were checked at their official source on October 17, 2026.
1. The brokerage name on every ad
All advertising has to make it clear to a reasonable person that they're dealing with a real estate licensee, and every real estate ad includes the brokerage's licensed name. No ad can be fraudulent, false, deceptive or misleading (61J2-10.025(1), F.A.C.). The brokerage's trade name is the one declared on the license application, and only one can be registered (61J2-10.034, F.A.C.).
How we handle it: we put it on every piece: website, social, ads and property videos.
2. Online, next to the contact details
Online, the brokerage name goes next to, or directly above or below, the contact details: address, email, phone or fax. The rest of the rule applies online too (61J2-10.025(3)(a)–(b)).
How we handle it: we design every contact block with the brokerage name beside it.
3. The agent's last name, as registered
If the agent's personal name appears, at least the last name is shown as registered with the Commission (61J2-10.025(2)).
How we handle it: we use the name the agent has on file, not a nickname.
4. Team names: never bigger than the brokerage
A "team" or "group" works under the same broker. Its name can include "team" or "group," but not "Agency," "Associates," "Brokerage," "Brokers," "Company," "Corp.," "Inc.," "LLC," "Properties," "Real Estate," "Realty" or similar words. The team name can't be in larger print than the brokerage name, and it has to be clear that the public is dealing with a team. This applies to all advertising (61J2-10.026, F.A.C.).
How we handle it: we check the team name and the type sizes in every design.
5. Nothing false or misleading
Advertising property or services in a fraudulent, false, deceptive or misleading way, in form or in content, is grounds for discipline (§475.25(1)(c), F.S.).
How we handle it: we publish real photos and real facts for each property, using the details the agent confirms.
6. Fair housing: in targeting too
It's illegal to publish an ad for the sale or rental of a home that indicates a preference, limitation or discrimination based on race, color, religion, sex, disability, familial status or national origin. That includes words, phrases, photos, illustrations or symbols that convey it, and choosing media or ad placements that deny part of the market information for those reasons (24 CFR 100.75).
How we handle it: we write about the property, not about who should live there, and we review campaign targeting so no one is excluded for those reasons.
The rules at a glance
| Topic | What it requires | Citation |
|---|---|---|
| Brokerage | Its licensed name on every ad | 61J2-10.025(1), F.A.C. |
| Online | The brokerage name next to the contact details | 61J2-10.025(3), F.A.C. |
| Agent | At least the last name, as registered | 61J2-10.025(2), F.A.C. |
| Teams | "Team" or "group"; never larger than the brokerage | 61J2-10.026, F.A.C. |
| Content | Nothing fraudulent, false, deceptive or misleading | §475.25(1)(c), F.S. |
| Fair housing | No preferences in copy, images or choice of media | 24 CFR 100.75 |
Where this fits in your marketing
At Brito Marketing these rules go into every campaign from the first draft, in English and Spanish. That's how we approach marketing for real estate in Florida. If you already know what you need, create your marketing plan on our website.
Sources
61J2-10.025, F.A.C. · 61J2-10.026, F.A.C. · 61J2-10.034, F.A.C. · §475.25, F.S. · 24 CFR 100.75. All checked on October 17, 2026.
This isn't legal advice; review your ads with your attorney or with the Florida Real Estate Commission.
Twenty years building brands in New York, Las Vegas and Miami, where he's based today. He leads a Miami team that shoots commercials on cinema cameras and runs proprietary AI infrastructure. He believes great marketing starts with truly understanding the customer — and that honesty, often frowned upon in this industry, is what separates partners from vendors.
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