The Short Answer
New York real estate advertising is governed by 19 NYCRR §175.25. Every ad, including websites, social media, emails, signs, and business cards, must identify the real estate broker or brokerage, include the broker's address or phone number, use each licensee's licensed name and correct license type, and describe property honestly. Only the broker can place or approve property ads, and AI-generated or AI-edited images must not mislead buyers.
What Every Ad Must Include
| Requirement | What It Means |
|---|---|
| Broker identification | The name of the broker or brokerage, plus its full address or phone number. Ads without this are "blind ads" and are prohibited. |
| Brokerage name with agent names | If an ad names a salesperson, associate broker, or team, the brokerage name must appear too. |
| Licensed name | Use the name on your license. Nicknames are allowed only if your full licensed name also appears clearly. |
| Correct license type | State your license type accurately. "Sales associate," "licensed sales agent," and plain "broker" are not allowed. |
| Labeled phone numbers | Any number other than the brokerage's must be labeled as cell, desk, home, or similar. |
| Honest property description | Describe the property accurately, including in photos and AI-edited images, name the actual area it's in, and never guarantee future profits. |
Who Can Place Ads
Only a real estate broker can place or publish ads for the sale or lease of property. Salespersons, associate brokers, and teams can advertise a property only if it's listed with or represented by their own broker, and that broker approved the ad. Every ad also requires the owner's authorization.
Rules by Type of Advertising
Business Cards
Must show your business address, license type, the name of your broker or brokerage, and your office phone number.
Agent and Team Websites
Allowed only with your supervising broker's authorization, and they stay under the broker's supervision. Every page, including search results and multi-property pages, must carry the required information. Your homepage must link to your brokerage's website, if it has one.
Social Media
Posts that promote your real estate services or listings are advertising and must follow the same rules. Personal commentary that doesn't promote licensed real estate activity isn't considered advertising.
Your first email to a client or potential client must include all required information. Follow-up emails to the same person can leave it out.
For-Sale Signs
Unless local law prohibits it, signs on a listed property must identify the representing broker or brokerage.
Advertising Another Broker's Listing (Zillow, StreetEasy, and Others)
You need the listing broker's permission to advertise or even mention another broker's exclusive listing. The ad must clearly name the listing broker right after an approved phrase, such as "Listing Courtesy of" or "Listing Provided by."
If you pay a third-party site to advertise another broker's listing, you must also add the word "advertisement" right after your name. The Department of State applies these disclosures to thumbnail views in search results, too.
Listing photos on a broker's website can't be reused without written permission from the photos' copyright holder.
Team Advertising Rules
Use the word "team." Words like "group," "realty," or "associates" are prohibited in team names.
Name the brokerage. A team name must include the full licensed names of its members, or be immediately followed by "at" or "of" plus the full broker or brokerage name.
No unlicensed names in the team name. If unlicensed team members appear in ads, the ad must clearly state who is licensed and who isn't.
Logos are allowed as long as the brokerage's name or logo also appears.
NEW FOR 2026
AI in Real Estate Advertising: What New York Requires
AI images are already covered by existing rules. In November 2025, the Department of State warned licensees and consumers about the rise of AI-generated listing photos. Because §175.25 requires an honest and accurate property description, AI images that misrepresent a property can be treated as misleading advertising, which can lead to disciplinary action under Real Property Law §441-c.
AI-generated people must be labeled. Under a New York law that took effect in 2026, any ad that uses an AI-generated person, or "synthetic performer," must clearly disclose it. That includes AI avatars or spokespeople in your listing videos and social ads.
Pending legislation: Two bills would go further:
✓ S9584 addresses altered images, videos, and virtual tours in listings.
✓ A.11635 would require agents to disclose AI-edited images in property ads. It may be taken up in the 2027 legislative session.
Best practices now:
✓ Label virtually staged photos clearly, and include unedited photos of the same rooms.
✓ Never use AI to hide defects, remove permanent features, or change views, size, or condition.
✓ Review AI-written listing descriptions for accuracy and fair housing compliance before publishing.
✓ Label any AI avatar or AI-generated person in your marketing.
This guide summarizes the rules for general education. Read the full advertising regulations and use the Department of State's advertising checklist, and check with your supervising broker before publishing.
Market Smarter, Stay Compliant
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MLS Marketing Specialist™ See CE CoursesFrequently Asked Questions
What is blind advertising in real estate?
A blind ad doesn't identify the real estate broker or brokerage. In New York, every ad must include the broker or brokerage name, plus its address or phone number.
What must a New York real estate business card include?
Your business address, license type, the name of your broker or brokerage, and your office phone number.
Can a salesperson have their own real estate website in New York?
Yes, with the supervising broker's authorization. Every page must include the required information, and the homepage must link to the brokerage's website.
Can a real estate team be called a "group" in New York?
No. Team names must use the word "team." Terms like "group," "realty," and "associates" are prohibited.
Can I use AI-generated or virtually staged photos in New York listings?
Yes, as long as they don't mislead buyers about the property. The Department of State has warned that misleading AI images can lead to disciplinary action. Label staged or AI-edited images clearly, and never alter a property's condition, size, or permanent features.
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