Real estate advertising rules in New York for agents
What New York's advertising rule, 19 NYCRR 175.25, says your website, email, business card and team name must show, from license type to broker name.
In Florida, real estate advertising is governed by the rules of the Florida Real Estate Commission (FREC) in the Florida Administrative Code, and by Chapter 475 of the Florida Statutes. The two rules that matter most for an agent’s own marketing are short: rule 61J2-10.025 on advertising, and rule 61J2-10.026 on team or group advertising.
This page sets out what they say, with links to the versions we read. It’s one of our state guides, alongside Texas, California and New York.
This is general information, not legal advice. Rules change, and your broker may have its own requirements. Check with your broker or the Florida Real Estate Commission before you publish.
What every ad must show
Rule 61J2-10.025(1) sets three requirements for all advertising:
- It must be presented so that reasonable people would know they’re dealing with a real estate licensee.
- Every real estate advertisement must include the licensed name of the brokerage firm.
- No real estate advertisement placed or caused to be placed by a licensee may be fraudulent, false, deceptive or misleading.
Rule 61J2-10.025(2) adds a rule about your own name. When your personal name appears in an ad, at the very least your last name must be used in the way it’s registered with the Commission.
Online: the brokerage name goes next to your contact details
For advertising on a site on the internet, rule 61J2-10.025(3) says the brokerage firm name must be placed adjacent to, or immediately above or below, the point of contact information.
“Point of contact information” means any way to contact the brokerage or the individual licensee: mailing or street addresses, email addresses, phone numbers or fax numbers. The rest of the rule, including the licensed brokerage name and the last name requirement, applies online too.
On your own website, the simplest way to meet this is to put the brokerage name right next to your phone number and email wherever they appear, such as the header, the footer and the contact page.
Your license number. Rule 61J2-10.025 doesn’t require it, and we didn’t find a requirement in the team rule either. Many brokers ask agents to show it anyway, so follow your broker’s policy.
Team or group advertising
Rule 61J2-10.026 applies to all advertising by a team or group, meaning a name or logo used by one or more licensees who present themselves to the public as a team or group. The team must work under the supervision of the same broker or brokerage.
Running a team. Each team or group must file with the broker a designated licensee who’s responsible for making sure its advertising complies with Chapter 475 and the FREC rules. The broker must keep a current written record of each team’s members, updated at least once a month.
Naming a team. Team names may include the word “team” or “group”. They may not include any of these words:
| Words a Florida team name can’t include |
|---|
| Agency, Associates, Brokerage, Brokers, Company |
| Corporation, Corp., Inc., LLC, LP, LLP or Partnership |
| Properties, Property, Real Estate, Realty |
| Similar words suggesting the team is a separate brokerage or company |
That list is stricter than some other states. Texas’s rule doesn’t name “realty” among its examples of misleading terms, and California’s allows “associates”. If you’ve moved to Florida from another state, check your team name against Florida’s list.
Size. In ads that contain the team or group name, the team name can’t be in larger print than the name of the registered brokerage. All advertising must also make it clear to reasonable people that they’re dealing with a team or group.
Other rules to know
- Association names. Under rule 61J2-10.027, you mustn’t use the designation of any real estate association or organization unless you’re entitled to use it.
- Misleading advertising. Section 475.25(1)(c) of the Florida Statutes lets the Commission discipline a licensee who has advertised property or services in a fraudulent, false, deceptive or misleading way.
- Working through your broker. Section 475.42(1)(b) says a sales associate may not operate as a broker, or operate as a sales associate for anyone not registered as their employer. Your marketing shouldn’t suggest you run your own brokerage.
Where each item goes
| Where | What to show |
|---|---|
| Your website | The licensed brokerage name next to your phone, email and address wherever they appear. Your last name as registered. Team name no larger than the brokerage name. |
| Social profiles | The rule doesn’t mention social media by name. A profile is advertising and it’s online, so the cautious reading is to put the brokerage name next to the contact details in your bio. |
| Email signature | Your signature is advertising, so include the licensed brokerage name. Placing it beside your phone and email follows the online rule too. Our guide to email signatures for US agents covers layout. |
| Digital business card | It’s a page on the internet, so the brokerage name goes next to your contact buttons and details. |
A Real Agent Marketing website shows your brokerage’s name and your license details. Your broker has the final say on how they’re presented.
NAR members
If you’re a member of the National Association of REALTORS®, the Code of Ethics applies too. Article 12 requires members to be honest and truthful in their real estate communications and to present a true picture in their advertising. Standard of Practice 12-5 requires the firm’s name in advertising in a reasonable and readily apparent manner, and Standard of Practice 12-9 requires members’ websites to show the firm’s name and the member’s state or states of licensure.
Checklist
- The licensed name of your brokerage in every ad, including your website, profiles, email and card.
- Online, the brokerage name next to, or directly above or below, your contact details.
- At least your last name, as registered with the Commission.
- A team name with none of the banned words, such as “Realty”, “Real Estate”, “Properties” or “Associates”.
- The team name no larger than the brokerage name.
- A designated licensee for the team filed with your broker.
- No association designations you aren’t entitled to use.
- Nothing that suggests you operate as a broker on your own.
For the wider legal picture in your marketing, see our guide to fair housing in agent marketing.
Sources
- Florida Administrative Code, rule 61J2-10.025, Advertising, the version effective February 5, 2007, published by the Florida Department of State.
- Florida Administrative Code, rule 61J2-10.026, Team or Group Advertising, as amended effective November 1, 2021.
- Florida Administrative Code, rule 61J2-10.027, Use of Association Names.
- The 2026 Florida Statutes, Chapter 475: sections 475.25(1)(c) and 475.42(1)(b).
- National Association of REALTORS®, 2026 Code of Ethics and Standards of Practice: Article 12 and Standards of Practice 12-5 and 12-9.
Based on the rules and guidance as we read them in November 2026. This is general information, not legal advice, and doesn’t cover every rule that applies to you.
