http://www.straitstimes.com/Breaking...ry_685234.html
Jun 29, 2011
New guidelines for ethical property advertising
By Branden Ho
THE Council for Estate Agencies (CEA) issued two practice guidelines on Wednesday to promote ethical advertising in the real estate agency industry and to guide the use of prescribed estate agency agreements.
According to the new guidelines effective from Aug 1, misleading headlines and claims such as 'advance loans available' and 'king of (named) estate' will not be allowed in advertisments and publicity collaterals.
They are applicable to all modes of advertisements, including classified advertisements, pamphlets or flyers, online advertising, short messaging services (SMS) and social media.
Estate agents and salespeople will have to display their details such as name, registration number and contact number. SMS text advertisements must provide a mobile telephone number for consumers to opt out of future SMS advertisements. No SMS advertising or cold calling after 10pm.
Advertisements will also have to contain accurate information. Claims such as rates of return and yield rates must be indicated and substantiated. Photographs and graphics will also have to be accurate depictions.
The above changes are among many that Mr Lee Say Kee, chairman of CEA's Ethical Advertising Work Group, says 'will provide clarity...thereby raising professional and ethical standards in the industry'.
For more details, visit www.cea.gov.sg.