The Real Estate (Regulation and Development) Act, 2016 (RERA) regulates the advertising and promotion of real estate projects to ensure transparency, accountability, and protection for homebuyers. The law sets strict rules for developers and builders regarding how they can market their real estate projects, ensuring that potential buyers are not misled by false or deceptive advertisements. Here’s how RERA regulates advertising and promotion of real estate projects: 1. Registration Requirement for Advertising Section 3 of RERA mandates that no real estate project can be advertised or promoted unless it is registered with the respective state’s Real Estate Regulatory Authority. This applies to all ongoing and new projects. Builders and developers must obtain a RERA registration number, which must be included in all advertisements related to the project. 2. Accuracy of Information in Advertisements Section 12 of RERA specifically addresses false or misleading advertisements. Developers are legally bound to ensure that all promotional material reflects the accurate status of the project, including: Project plans: Layouts, design, number of floors, and other architectural features must be exactly as described in the advertising. Amenities and services: Any promises regarding amenities (like parks, swimming pools, gyms, etc.) must be delivered as advertised. Completion and possession dates: Developers must provide realistic timelines for project completion and handover in all promotional materials. 3. Mandatory Disclosure of Key Project Information Under Section 11(2), developers must disclose important details of the project in all promotional materials, including: RERA registration number. Website address where the details of the project have been uploaded. Information about the status of approvals, project timelines, and specific stages of completion. This ensures potential buyers have access to complete and accurate information about the project. 4. Consequences of False or Misleading Advertising If a buyer is influenced by a misleading advertisement or false promise and later finds discrepancies between the advertised information and the actual project, the buyer can: Withdraw from the project: Under Section 12, the buyer has the right to withdraw from the project and is entitled to a full refund of the amount paid, along with interest and compensation. Continue with the project and seek compensation: Alternatively, if the buyer chooses to continue with the project, they can seek compensation for any losses incurred due to the misleading advertisement. 5. Use of Model Agreements in Promotions RERA emphasizes that any model agreements or contracts used in advertising should be standardized and transparent, so buyers are aware of what they are committing to. Promotional material should align with the terms of the sale agreements, which are also regulated under RERA. 6. Prohibition of False Promises in Advertisements RERA prohibits developers from making false promises in their advertisements, such as: Promising unrealistic possession dates. Claiming ownership over facilities or services that do not exist or are not approved. Misrepresenting the actual area of the property (carpet area vs. built-up area). If such false promises are made, buyers can file a complaint with the RERA authority for redressal. 7. Digital and Print Media Compliance The rules under RERA apply to all forms of advertising, whether through print media, digital media, or television. Developers must ensure that all promotional content follows the same guidelines and that no misrepresentation occurs across any platform. 8. Role of Real Estate Agents in Advertising Real estate agents involved in the promotion or sale of the project are also regulated under RERA. They must: Ensure that the project is RERA-registered before promoting or advertising it. Provide accurate information to potential buyers and avoid misrepresentations about the project. Failure to comply can lead to penalties or cancellation of the agent’s registration under RERA. 9. Penalties for Non-Compliance If developers fail to comply with RERA’s advertising rules, they face significant penalties: Fine up to 10% of the project cost for misleading advertisements or promoting unregistered projects. If the developer continues to violate the law, they may face imprisonment of up to 3 years or further fines. Key Case Law on Advertising Under RERA In cases where misleading advertisements or promotional material has been found, courts and RERA authorities have upheld strict compliance with the Act, emphasizing that buyers must be provided with truthful and comprehensive information. Conclusion RERA ensures that the advertising and promotion of real estate projects are conducted in a transparent, accurate, and honest manner. This regulation is aimed at protecting homebuyers from being misled by false claims and deceptive marketing practices. Developers and agents must ensure that all promotional material is aligned with the registered project details and that no false promises are made. Non-compliance can lead to severe penalties, refunds, and compensation to affected buyers.