Topics: Meta & Google ads
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Quick answer: Under the RERA Act, a project that needs registration can't be advertised until it's registered, and every advertisement must prominently show its registration number and the website address of the state regulator. That applies to Facebook, Instagram, Google and WhatsApp ads as much as hoardings, and states such as Maharashtra add rules on QR codes, font size and placement.
Property marketers in India are used to Meta's ad review. The stricter reviewer is the state RERA authority, and it doesn't care whether the ad was a ₹500 boosted Reel or a full-page newspaper spread. This checklist turns the RERA rules into steps for building ads, lead forms and landing pages. It's general information, not legal advice, and state authorities update their orders, so check your regulator's website before each launch.
Why must real estate ads in India carry a RERA registration number?
Because the Real Estate (Regulation and Development) Act, 2016 makes registration a precondition for marketing and requires the number on every advertisement. Three sections do most of the work:
- Section 3 bars a promoter from advertising, marketing, booking, selling or offering any plot, apartment or building in a project that needs registration, or inviting people to buy, until the project is registered.
- Section 11(2) requires every advertisement or prospectus to mention prominently the website address of the Authority, where the project's details are published, and to include the registration number.
- Section 12 makes the promoter liable to compensate a buyer who pays on the strength of a false statement in an advertisement and suffers loss, and lets that buyer withdraw with a refund and interest.
That last point changes how you should read ad copy. A possession date or amenity mentioned in a Reel isn't marketing fluff; it's a statement a buyer can rely on.
Do the rules cover Facebook, Instagram, Google and WhatsApp ads?
Yes. The Act defines an advertisement as a document issued through any medium, including notices, circulars and publicity in any form, that informs people about a project or invites them to buy or pay advances. Digital formats fall squarely inside that.
In practice, treat all of these as advertisements:
- Meta image, video, carousel and Reels ads, including boosted posts
- Google search, display, YouTube and Performance Max ads
- WhatsApp broadcasts and status updates promoting a project
- Instagram posts by influencers or channel partners about a specific project
- Portal listings, landing pages, brochures and project microsites
- SMS and email campaigns
How do state RERA rules on size, placement and QR codes differ?
The central Act sets the minimum; several state regulators have issued circulars that go further on prominence and format. Maharashtra's are the most detailed.
| Requirement | Central RERA Act | MahaRERA, as reported |
|---|---|---|
| Registration number | Required in every advertisement | Required, in a font no smaller than the largest used for contact details |
| Regulator's website | Required, prominently | Required alongside the number |
| QR code | Not specified | Required, legible and scannable |
| Placement | "Prominently" | A prominent position, reported as the top-right area, in a contrasting colour |
| Penalties | Under the Act | Fines reported up to ₹50,000 for non-compliant ads |
MahaRERA's April 2025 order set the font-size and placement requirements, and in December 2025, as reported by LiveLaw, it fined an Akola developer ₹10,000 because the number and QR code in a newspaper ad were blurred and illegible. The small size of the ad wasn't accepted as an excuse. Other states have their own circulars, so check your state authority's orders rather than assuming Maharashtra's rules carry over. If you advertise one project across several states, design to the strictest set.
Can channel partners and brokers advertise a project?
Only if they're registered as real estate agents and the project itself is registered. Section 9 requires agents to register with the state authority, and Section 10 prohibits agents from facilitating the sale of unregistered projects.
For channel partners running their own Meta or Google campaigns:
- Show the project's registration number and regulator website, exactly as the developer must.
- Show your own agent registration number as well.
- Get the developer's written approval for creatives, prices and offers.
- Use the developer's approved project details, not figures copied from an old brochure.
Developers should keep a list of authorised partners and their approved creatives. One non-compliant partner ad can still land on the developer's desk.
How do you fit RERA details into a Reel, carousel or lead form?
Put the number and website on the creative itself, early and legibly, then repeat them everywhere the prospect goes next. A caption alone isn't enough: on mobile it's often truncated, and it isn't visible when the creative is shared.
| Format | Where the RERA details go |
|---|---|
| Static image | On the image, in a high-contrast block readable on a phone screen, with the QR code where required |
| Carousel | On the first card and every card naming the project or showing prices |
| Reel or video | On screen throughout, clear of the zones where captions and buttons sit |
| Primary text | In the first line, before "See more" |
| Meta lead form | On the intro screen and the thank-you screen |
| Google search ad | In a description line, plus prominently on the landing page |
| Landing page | Near the top, beside the project name and price |
| WhatsApp broadcast | In the message text and on any attached image |
Our guide to landing pages for property ads covers the page side, and lead form vs messaging ads compares the two main Meta formats for enquiries.
Which Meta and Google ad policies also apply to property ads?
Both platforms prohibit misleading claims, and property ads attract scrutiny on pricing, returns and imagery.
- Returns. Avoid "assured returns", "guaranteed rental yield" or appreciation promises. They invite regulatory trouble and breach the platforms' misleading-claims policies.
- Possession dates. Quote the completion date declared in the RERA registration, not a hopeful marketing date.
- Area. Describe sizes in carpet area as the Act defines it; if you mention other measures, label them clearly.
- Renders. Label computer-generated images as artist's impressions.
- Prices. "Starting from" prices must be genuinely available units, with charges such as GST and parking explained.
- Data. Meta lead forms need a privacy policy link; don't ask for PAN or Aadhaar numbers in an ad form.
What belongs on a pre-launch ad checklist?
Run every creative, landing page and form through this list before spend starts.
| Check | Done |
|---|---|
| Project registered; number matches the regulator's website | ☐ |
| Registration number and regulator website on the creative | ☐ |
| QR code included and scannable, where your state requires it | ☐ |
| Font size and placement meet your state's circular | ☐ |
| Agent's own registration number shown, for partner ads | ☐ |
| Carpet area wording and possession date match the registration | ☐ |
| No assured returns or unverifiable amenity claims | ☐ |
| Renders labelled; prices genuinely available | ☐ |
| Lead form and landing page repeat the RERA details | ☐ |
| Approved creatives saved with dates | ☐ |
When leads arrive, handle them properly; see real estate lead capture and CRM for that side of the system. If enquiry volume outgrows your sales team, AI lead qualification for property can separate serious buyers from browsers before anyone picks up the phone.
Frequently asked questions
Is a RERA number mandatory in Facebook ads?
Yes. Section 11(2) of the RERA Act requires the registration number and the regulator's website address in every advertisement, and the Act's definition covers any medium. Facebook and Instagram ads are advertisements like any other.
Can brokers advertise a project without their own RERA registration?
No. Section 9 requires real estate agents to register with the state authority before facilitating sales. Partner ads should show the agent's registration number as well as the project's.
Can the RERA number go only in the ad caption?
It's a weak approach. The Act requires the details to be prominent, captions are often cut off on mobile, and states such as Maharashtra specify font size and placement. Put the details on the creative and repeat them in the caption.
Can you advertise a pre-launch project before RERA registration?
No. Section 3 prohibits advertising, marketing, booking, selling or inviting purchases before registration, so "pre-launch" or expression-of-interest campaigns for unregistered projects that require registration breach the Act.
What is the penalty for advertising without RERA details?
Advertising an unregistered project can attract a penalty of up to 10% of the project's estimated cost under Section 59. Other contraventions by promoters can attract up to 5% under Section 61, and agents face separate penalties under Section 62. State authorities also fine individual non-compliant ads.
Want property ads that pass both reviews?
Our real estate ads management builds RERA details into every creative, form and landing page from the first draft, then routes enquiries to your team quickly. Send us your next launch brief and we'll come back with a plan and a fixed price, usually within one business day.