Real estate advertising rules in NSW for agents
What the Property and Stock Agents Act 2002 says NSW agents' ads must show, who can call themselves an agent, and the price and disclosure rules. With sources.
Your website, your digital card and your social posts are all advertising. Each state and territory has its own regulator and its own rules about what an agent’s advertising has to show, such as the agency’s name or a registration number.
This is a summary of what each state’s legislation and regulator say, with a page for each state that quotes the sections and links the versions we read. Where we couldn’t find a rule, we say so rather than guess.
This is general information, not legal advice. Rules change, and your licensee may have its own requirements. Before you publish, check with your licensee or your state’s regulator.
Rules that apply everywhere
Before the state differences, two things hold across the country.
- Advertising mustn’t mislead. Consumer Affairs Victoria’s guidance on advertising and representations says it’s an offence under state and federal law for an agent or agents’ representative to mislead or deceive. NSW Fair Trading makes the same point for print and online ads.
- Your agency is accountable for what you publish. In Victoria, for example, the principal agent or officer in effective control is responsible for the accuracy of the agency’s advertising. Most licensees have a process for approving agent marketing, so ask before you launch anything new.
At a glance
Each state and territory has its own page with the sections, quotes and links behind this summary.
| State or territory | Regulator | What the law says ads must show | Number in ads? |
|---|---|---|---|
| NSW | NSW Fair Trading | The licensee’s name (or its registered business, partnership or company name) | Not required by the Act |
| Victoria | Consumer Affairs Victoria | The name the agency carries on business under, plus the new price statement rules for listings | Not required by the Act |
| Queensland | Office of Fair Trading | The Act refers to prescribed particulars, but we found none prescribed | Not required |
| South Australia | Consumer and Business Services | The agent’s registration number, preceded by “RLA”, next to its name or contact details | Yes, the agent’s RLA number |
| Western Australia | Consumer Protection | Details sufficient to identify the agent; correspondence must identify the licensee and its registered office | Not required by the Act |
| Tasmania | Property Agents Board | The agent’s name and the address of its authorised place of business, including in social media posts | Not required |
| ACT | Access Canberra | No general list; auctioneers must show their name and licence number | Auctioneers only |
| Northern Territory | Agents Licensing Board | That the agent is licensed, and the agent’s business address | Not required |
New South Wales
Section 50 of the Property and Stock Agents Act 2002 requires the licensee’s name in every ad. The Act also bans underquoting and “offers over” pricing, and requires you to disclose any interest in a property you advertise. Read the NSW rules.
Victoria
Section 42 of the Estate Agents Act 1980 requires the agency’s business name in ads. From October 2026, new Property Price Statement and reserve price rules apply to listings, and from 25 November 2026 agents’ representatives need their own registration. Read the Victorian rules.
Queensland
Section 95 of the Property Occupations Act 2014 refers to particulars “prescribed under a regulation”, but we found none prescribed. Clear rules do apply to auction price guides, online listing filters and false representations. Read the Queensland rules.
South Australia
Section 48A of the Land Agents Act 1994 requires the agent’s registration number, preceded by “RLA”, in any ad for the sale of land or a business. SA also has strict single-figure and 10% range rules for price advertising. Read the South Australian rules.
Western Australia
Section 62 of the Real Estate and Business Agents Act 1978 requires ads to identify the agent, and section 41 requires correspondence to identify the licensee and its registered office. Sales representatives mustn’t advertise themselves as an “agent”. Read the WA rules.
Tasmania
Section 54 of the Property Agents and Land Transactions Act 2016 requires the agent’s name and business address in ads, and the Board’s Code of Conduct applies that to social media posts. The Code also protects titles such as “real estate agent”. Read the Tasmanian rules.
Australian Capital Territory
The Agents Act 2003 doesn’t list what an ordinary agent’s ad must contain, but it says websites count as publishing and bans false or misleading ads and dishonest price estimates. Auctioneers must show their name and licence number. Read the ACT rules.
Northern Territory
Section 119 of the Agents Licensing Act 1979 requires every agent’s ad to state that the agent is licensed and give its business address. Titles such as “real estate agent” are restricted. Read the NT rules.
Business cards, websites and social media
None of the regulator pages we read deals with business cards specifically. Your card, website and social profiles are all ways of promoting your services, so a sensible approach is to give them the same care as any other ad:
- Name the licensee clearly. That means the agency or licence holder you work under, in the form your state’s regulator and your licensee expect.
- Use an accurate title. If you’re registered rather than licensed, don’t describe yourself in a way that suggests otherwise. WA’s guidance on this point is a good example.
- Show your number where it’s required. In South Australia, ads for the sale of land need the agent’s RLA number. Elsewhere, follow your licensee’s policy.
- Keep it current. When you change agencies, every card, site and profile needs the new licensee’s details on the same day. Our guide to changing agencies has a checklist.
- Check your claims. Sales results, awards and reviews must be real and accurate.
What our sites and cards show
On a Real Agent Marketing website, the footer of every page names you, shows the licence or registration number and state you give us, and names your agency as the licensee, with its office address. Your digital card’s footer shows your agency’s name, its office address and your licence number. If you’re self-branded, your brand name comes first, but your agency still appears as the licensee.
When you move agencies, update the agency details in your brief and republish. Your site and card then show the new licensee.
Where to go next
If you’re deciding how much your agency’s brand should lead, read co-branded or self-branded: which suits you?. For the card itself, see what a digital business card should do at an open home. When you’re ready, create your digital business card. It’s free to start.
Based on each state’s legislation and regulator guidance as we read them in October 2026. This isn’t legal advice and doesn’t cover every rule that applies to you. Check with your licensee or your state or territory regulator before you publish.
