Real estate advertising rules in New York for agents

In New York, real estate licensees are regulated by the Department of State, through its Division of Licensing Services. The advertising rules are in section 175.25 of Title 19 of the New York Codes, Rules and Regulations (19 NYCRR 175.25), and the Department publishes a checklist to go with them.

The rule defines advertising as promotion and solicitation related to licensed real estate activity, and names websites, email, business cards, signs and flyers among the examples. Commentary that isn’t related to promoting licensed activity isn’t advertising.

This page sets out what the rule says, with links to what we read. It’s one of our state guides, alongside Texas, California and Florida.

This is general information, not legal advice. Rules change, and your supervising broker may have its own requirements. Check with your broker or the Department of State before you publish.

What every ad must show

Section 175.25(c) sets the content of advertisements:

• The broker. Ads must indicate that the advertiser is a real estate broker, or give the name of the broker or brokerage, plus either the full address or the telephone number of the broker or brokerage.
• The broker alongside you. Where an ad includes the name of an associate broker, a salesperson or a team, the name of the real estate broker or brokerage must also be printed in it.
• Your licensed name. You must advertise under the name you’re licensed under with the Department of State. A nickname is allowed if your full licensed name is listed clearly and conspicuously. The Department’s checklist says middle names and initials may be left out.
• Your license type. Ads must correctly state the type of license you hold. You can abbreviate it if the abbreviation isn’t misleading. The titles “sales associate”, “licensed sales agent” or simply “broker” are prohibited. The checklist gives “licensed real estate salesperson” as an example of a correct title, and says corporate titles such as president are for brokers of record only.
• Other phone numbers. You can show phone numbers other than the brokerage’s, as long as the ad says what kind they are, such as desk, home or cell.
• Your own logo. A salesperson, associate broker or team may use a logo different from the brokerage’s, provided the broker’s or brokerage’s name or logo is also printed in the ad.

Broker name size. Section 175.25 requires the broker’s name to appear, but we didn’t find a rule in it on how large or prominent the name must be. Ask your broker whether it has a house style.

Business cards

Section 175.25(d)(2) has its own list for business cards. A card must show:

• your business address,
• your license type,
• the name of the broker or brokerage you’re associated with, and
• the office telephone number.

The checklist adds that cards may include other contact details, as long as they’re clearly labeled as alternatives, such as “cell phone”. The rule doesn’t mention digital business cards. A digital card does the same job as a paper one, so the cautious approach is to give it the same four items. You can create a digital business card with them laid out.

Your website

Section 175.25(d)(3) allows salespeople, associate brokers and teams to run their own websites, on three conditions:

• Your supervising broker must authorize you to create and maintain the site, and it stays subject to the broker’s supervision while it’s live.
• Every page must include the information the rules require, including pages that show multiple properties or search results.
• Your homepage must link to your broker’s or brokerage’s website, unless the broker doesn’t have one.

The Department’s fair housing guidance adds one more item. Under 19 NYCRR 175.29, the Fair Housing and Anti-Discrimination Notice must be prominently displayed on all websites operated by real estate licensees. The checklist says salespeople and associate brokers must have a link to it on their individual websites. Separately, 19 NYCRR 175.28 requires a written Fair Housing and Anti-Discrimination Disclosure at first substantive contact with a prospective buyer, tenant, seller or landlord. Our guide to fair housing in agent marketing covers the wider rules.

Other brokers’ listings. You can’t advertise a property under another broker’s exclusive listing without that broker’s authorization. When you do, the ad must clearly name the listing broker right after a phrase such as “Listing courtesy of”. If you pay a third party for advertising involving such a property, your name must be followed by at least the word “advertisement”.

Email

Under section 175.25(d)(4), the first email you send to a client or potential client must include the information the rules require. You can leave it out of later emails to the same person. Our guide to email signatures for US agents covers layout.

Team names

Section 175.25(e) sets the team rules. A team is two or more people associated with the same brokerage, at least one of them an associate broker or salesperson, who present themselves or operate as a team. A team name must either:

• include the full licensed names of the team members, or
• be followed immediately by “at” or “of” and the full name of the broker or brokerage.

Team names must use the word “team”. Other terms, such as “associate”, “realty” or “group”, are prohibited, and so is the name of an unlicensed person. If an ad names unlicensed team members, it must clearly and conspicuously say which people are licensees and which aren’t.

That’s stricter than the other states in our guides. Texas, Florida and California all allow “group” in a team name, but New York doesn’t.

Where each item goes

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

• Your full licensed name, with any nickname alongside it, not instead of it.
• Your license type, such as “licensed real estate salesperson”, and never “licensed sales agent” or “broker”.
• Your broker’s or brokerage’s name, with its address or phone, in every ad.
• Business cards with your business address, license type, brokerage name and office phone.
• Your broker’s authorization for your website, the required details on every page, and a homepage link to your broker’s site.
• A link to the Fair Housing Notice on your website.
• The required details in the first email to each new contact.
• A team name using “team”, not “group” or “realty”, with members’ names or “at” or “of” your brokerage.

Sources

• New York Department of State, Real Estate Advertising Regulations: the text of 19 NYCRR 175.25.
• New York Department of State, Checklist for Real Estate Advertising: license titles, business cards, websites, email and team names.
• New York Department of State, Real Estate Advertising: the Department’s page introducing the rules and checklist.
• New York Department of State, Guidance to real estate license holders on the new fair housing regulations: 19 NYCRR 175.28 and 175.29, including the Fair Housing and Anti-Discrimination Notice on licensees’ websites.
• 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.