CEA-Compliant Property Ads: The Checklist
Property advertising in Singapore has clear CEA rules. A plain-English checklist so your ads generate leads without breaching advertising guidelines.
You can write the sharpest property ad in the world, but if it breaches the advertising rules it can cost you more than it earns. In Singapore, the Council for Estate Agencies (CEA) sets out clear expectations for agents — and the reassuring news is that once you build them in from the start, you rarely have to think about them again. Your campaigns keep running and your name stays clean.
This article is educational, not legal advice. Always check the current CEA Practice Guidelines for your situation.
The checklist
- Identify yourself properly. Ads should carry the salesperson’s name and CEA registration number (and the agency where required).
- No misleading representations. Prices, availability, sizes and features must be accurate and current — no bait listings.
- Accurate new-launch claims. Follow developer approval workflows and represent pricing and availability truthfully.
- PDPA-compliant lead handling. Consent-based follow-up, and respect the DNC registry for calls and SMS.
- Substantiate any claim. “Sold in X days”, “record price” — only if you can back it up.
Why compliance is an advantage
Compliant ads aren’t just safe — they build trust with buyers and sellers who’ve seen plenty of dubious property marketing. Getting the basics unambiguously right signals you’re a professional worth dealing with.
We build these requirements into every campaign as standard — your name and registration number, accurate representations, and DNC-safe lead handling — as part of how we run real estate marketing with paid social.
Want lead-generating ads that stay compliant? Book a free 30-min call.