--- title: "Kentucky real estate website and advertising rules" description: "Check Kentucky broker identification, page placement, agent and team names, advertising approval, social media, IDX, and fair housing against primary…" canonical: "https://scalewithsearch.com/articles/website-rules-kentucky" --- ## Site navigation - [Scale With Search](https://scalewithsearch.com/) - Real estate - Real estate - [Real estate](https://scalewithsearch.com/for/real-estate) - Work - Start here - [Send your brief](https://scalewithsearch.com/work#send-your-brief) - [Prepare your six-question brief](https://scalewithsearch.com/work#prepare-your-six-question-brief) - Build - [Site build, content library with SEO, signal desk](https://scalewithsearch.com/work) - For your business - Trades and home services - [Auto body and collision shops](https://scalewithsearch.com/for/auto-body-and-collision-shops) - [Foundation and home repair contractors](https://scalewithsearch.com/for/foundation-and-home-repair) - 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Each online page or post counts as a separate advertisement. Show the required identification in its header or where visitors can see it without scrolling. Your personal or approved team name cannot appear larger than that required identification, subject to the regulation's specified exceptions. Follow your principal broker's written advertising review and approval standards. These requirements come from [201 KAR 11:105, Sections 2 and 3](https://apps.legislature.ky.gov/law/kar/titles/201/011/105/), read on 2026.10.10. ## Identify the brokerage company or principal broker 201 KAR 11:105, Section 2(2), states: > All advertisements shall include: > (a) The full name of the real estate brokerage company registered with the commission; or > (b) The full name of the principal broker registered with the commission, with a clear designation of principal broker status. Source: [201 KAR 11:105, Section 2(2)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Choose the correct registered identification for your site. If you use the principal broker's name, include the designation required by paragraph (b). Your personal brand alone does not supply either option. The statute also addresses listed-property advertising. KRS 324.117(4) begins: > Whenever any real property is listed, a licensee shall include the name of the real estate company listed on the licensee's real estate license or the name of the principal broker with whom the licensee is affiliated in all advertisements of the listed property, regardless of who places the advertisement, unless he or she is selling, renting, leasing, or otherwise dealing in his or her own property. Source: [KRS 324.117(4), first sentence](https://apps.legislature.ky.gov/law/statutes/statute.aspx?id=31569). Read 2026.10.10. That sentence includes an own-property exception. For its application to a particular advertisement, confirm with your broker. The remaining checks below address ordinary advertising of your brokerage services and listed properties. ## Put the required name where visitors can see it 201 KAR 11:105, Section 3(1), states: > The content required by Section 2(2) of this administrative regulation shall be displayed in written text. The content shall: > (a) Be clear and visible to a typical observer of the advertisement; and > (b) Not be false, misleading, or deceptive. Source: [201 KAR 11:105, Section 3(1)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. For online advertising, Section 3(3)(a) states: > 1. For purposes of real estate company or licensee advertisement via internet, social media, or other digital or online forms of advertisement, every individual viewable page or post shall constitute a separate advertisement; and > 2. Each advertisement shall contain the content required by Section 2(2) of this administrative regulation in the page or post header, or visible on the page or post without the observer scrolling or otherwise navigating the page or post to view the content required; or Source: [201 KAR 11:105, Section 3(3)(a)1.–2.](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Inspect the homepage, biography, service pages, landing pages, and property pages individually. A footer that visitors must scroll to reach does not supply the quoted no-scrolling placement. Test mobile layouts as well as desktop layouts. The same section provides a conditional alternative: > If a page or post cannot reasonably comply with Section 2(2) of this administrative regulation, the advertisement shall include a clickable direct link, that is clear, visible, and identifiable as a link, to a page, post, or user account profile that contains the content required displayed in accordance with paragraph (a)2. of this subsection. Source: [201 KAR 11:105, Section 3(3)(b)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. The alternative depends on the page or post being unable to comply reasonably. Its destination must display the identification under the same header or no-scrolling standard. For use of this exception in your advertising format, confirm with your broker. ## Check the name you advertise and its size 201 KAR 11:105, Section 2(3)(a), states: > An advertisement may include in written text an affiliated licensee's first and last name, or an alternate or assumed name as set forth in Section 4 of this administrative regulation, as registered with the commission, if the principal broker has informed the commission of the affiliated licensee's first and last name, or alternate or assumed name being used. Section 2(3)(b) adds: > Each affiliated licensee shall be limited to the use of one (1) nickname in place of, or along with, the licensee's first name, and it shall be the responsibility of each individual licensee to inform the commission of the nickname being used. A nickname shall not be used unless the nickname is reflected on the licensee's online services portal before use. Source: [201 KAR 11:105, Section 2(3)(a)–(b)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Compare your advertised name with the Commission record. For a nickname, check the online services portal before using it in the website design. Section 3(2)(a) states: > The content permitted by Section 2(3) of this administrative regulation shall not appear larger than the content required by Section 2(2) of this administrative regulation. Source: [201 KAR 11:105, Section 3(2)(a)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Compare your displayed personal or alternate name with the required brokerage or principal-broker identification. Check text inside graphics and the mobile header. Sections 3(2)(b)–(c) state the exceptions: > (b) The requirements of paragraph (a) of this subsection shall not apply to the following promotional materials that advertise a licensee: > 1. Hats; > 2. Pens; > 3. Notepads; > 4. Apparel; > 5. Name tags; and > 6. The sponsorship of charitable and community events. > (c) The commission shall waive the requirements of paragraph (a) of this subsection for specific promotional materials not stated in paragraph (b) of this subsection upon finding the proposed promotional material would not constitute false, misleading, or deceptive advertising. Source: [201 KAR 11:105, Section 3(2)(b)–(c)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. For a claimed exception, confirm with your broker. ### A logo does not replace the required written name Section 3(6) states: > A logo that does not contain written text of the content required by Section 2(2) of this administrative regulation shall not constitute a substitute for the content required. Source: [201 KAR 11:105, Section 3(6)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Section 3(8) separately states: > The requirements established by this administrative regulation shall not apply to logos, brands, or directional and open house signs if the logo, brand, directional, and open house signs do not contain the name of a sales associate. Source: [201 KAR 11:105, Section 3(8)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. That exception addresses the listed items. Review the website's pages and written advertising under the online-page requirements. ## Approve and register an assumed team name before use 201 KAR 11:105, Section 4(1), states: > More than one (1) licensee, whether a team, group, other business arrangement, or real estate brokerage company, may collectively use an alternate or assumed name for advertising with the written approval of the principal broker. Section 4(2) states: > Prior to allowing the use of an alternate or assumed name in advertising, a principal broker shall: > (a) Register, or ensure the registration of, the alternate or assumed name with the commission; and > (b) Ensure that the alternate or assumed name is populated in the principal broker's or affiliated licensee's online services portal. Source: [201 KAR 11:105, Section 4(1)–(2)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. The name restrictions appear in Section 4(3): > An alternate or assumed name shall not: > (a) Contain terms that may lead the public to believe the licensee or licensees approved to use the alternate or assumed name is offering real estate brokerage services independent of the principal broker, unless the alternate or assumed name is for the real estate brokerage company; or > (b) Be used by more than one (1) group of licensees within the principal broker's brokerage company, unless the alternate or assumed name is for the real estate brokerage company. Source: [201 KAR 11:105, Section 4(3)(a)–(b)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Section 4(5) requires the ending: > If the alternate or assumed name applies to a team or group, the alternate or assumed name shall end with the word "team" or "group." Source: [201 KAR 11:105, Section 4(5)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Check written approval, registration, portal entry, name wording, and the ending before replacing your website's team branding. For a proposed team name, confirm with your broker. ## Follow the principal broker's advertising approval standards 201 KAR 11:105, Section 2(1)(a), states: > The principal broker, or his or her designee, shall establish written standards for review and approval of advertising activity of the real estate company and affiliated licensees to ensure compliance with KRS Chapter 324 and 201 KAR Chapter 11. Source: [201 KAR 11:105, Section 2(1)(a)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Use those written standards when preparing website revisions and online ads. For the reviewer, approval record, and timing, confirm with your broker. The regulation establishes the written standards without prescribing one universal website approval form. KRS 324.117(1) also states: > No real estate advertising shall be intentionally false, misleading, or deceptive. Source: [KRS 324.117(1)](https://apps.legislature.ky.gov/law/statutes/statute.aspx?id=31569). Read 2026.10.10. Check claims, property information, and the impression created by your branding before submitting the revised page for review. ## Apply the page and post rules to social media and IDX Section 3(3) expressly includes social media. Check each advertising post under its separate-advertisement rule. When using the conditional link alternative, inspect the link and its destination. A profile disclosure does not establish compliance for every post automatically. For audiovisual advertisements, Section 3(4) states: > Advertisements that include an audiovisual presentation shall include an audible announcement or written display of the content required by Section 2(2) of this administrative regulation at the beginning of the advertisement. Source: [201 KAR 11:105, Section 3(4)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. For IDX search results and property detail pages, apply the quoted online-page identification requirements. Inspect pages reached through a direct property link as well as pages opened from your homepage. Specific-property advertising also has consent requirements. Section 1(1)(a) states that a licensee shall not: > 1. Advertise real estate for sale or lease without the written consent of the owner; > 2. Place signage or another advertisement on any private or listed property without the written consent of the owner; or > 3. Promote or advertise a specific property listed by another principal broker unless the licensee has requested and obtained written consent from the listing principal broker. Source: [201 KAR 11:105, Section 1(1)(a)1.–3.](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. For the consent covering your feed and a specific social advertisement of another broker's listing, confirm with your broker. UNRESOLVED: These provisions do not prescribe a universal IDX attribution sentence, listing-broker label, or feed refresh interval. For the requirements applying to your IDX arrangement, confirm with your broker. ## Distinguish license identification from a license-number requirement Section 2(2) specifies the registered brokerage or principal-broker name. It does not prescribe displaying an agent's license number. The reviewed advertising regulation does not establish a general website license-number display requirement. A licensee whose principal business location is outside Kentucky has an additional requirement. Section 3(7) states: > If the licensee's principal business location is outside Kentucky, the advertisement shall: > (a) Indicate that the licensee holds a Kentucky license to broker real estate; and > (b) Include the regulatory jurisdiction of the licensee's principal business location. Source: [201 KAR 11:105, Section 3(7)](https://apps.legislature.ky.gov/law/kar/downloads/docs/1947/document.engrossed.pdf). Read 2026.10.10. Keep that conditional license-status disclosure separate from a claim that every agent must show a license number. For number display under your brokerage's policy, confirm with your broker. ## Review fair housing wording and images KRS 344.360 identifies unlawful housing practices. Subsection (6) includes: > To make, print, circulate, post, or mail or cause to be printed, circulated, posted, or mailed an advertisement or sign, or to use a form of application for the purchase, rental, or lease of real property, or to make a record of inquiry in connection with the prospective purchase, rental, or lease of real property, which indicates, directly or indirectly, a limitation, specification, or discrimination as to race, color, religion, sex, familial status, disability, or national origin or an intent to make such a limitation, specification, or discrimination; Source: [KRS 344.360(6)](https://apps.legislature.ky.gov/law/statutes/statute.aspx?id=32639). Read 2026.10.10. Kentucky's fair housing regulation also addresses visual material. Among discriminatory advertisements, 104 KAR 1:080, Section 2(3)(a), includes: > The use of words, phrases, photographs, illustrations, symbols, or forms which convey that housing accommodations are available or not available to a particular group of persons because of race, color, religion, sex, disability, familial status, or national origin; Source: [104 KAR 1:080, Section 2(3)(a)](https://apps.legislature.ky.gov/law/kar/titles/104/001/080/). Read 2026.10.10. Review property copy, neighborhood descriptions, advertising graphics, and inquiry forms. An Equal Housing Opportunity symbol does not change discriminatory content. KRS 324.160(5)(a) identifies this improper conduct: > Conduct constituting a violation of the Federal Fair Housing Act, including use of scare tactics or blockbusting; or Source: [KRS 324.160(5)(a)](https://apps.legislature.ky.gov/law/statutes/statute.aspx?id=54495). Read 2026.10.10. UNRESOLVED: The reviewed state provisions do not establish a universal website Equal Housing Opportunity logo or statement requirement, or its placement. For a requirement applying to your brokerage, property program, or advertising arrangement, confirm with your broker. ## A short checklist for your own site - Show the full registered brokerage name, or the full registered principal-broker name with the required designation. - Inspect each advertising page or post for header placement or visibility without scrolling. - For the conditional direct-link exception, confirm with your broker and inspect the destination's disclosure. - Compare personal and assumed-name sizes with the required identification in desktop and mobile layouts. - Check advertised names and nicknames against the Commission record and online services portal. - Verify team-name written approval, registration, portal entry, permitted wording, and the required "team" or "group" ending. - Follow the principal broker's written advertising review and approval standards. - Check audiovisual ads for the required identification at the beginning. - For property-advertising consent, IDX disclosures, number-display policy, and applicable fair housing statements, confirm with your broker. - Review housing copy and images for discriminatory content. Record the page address, observed issue, proposed correction, and approved wording. The layout checks in this article are a proposed review method. Bring those corrections to [the real estate website page](/for/real-estate). Define the whole website fix around the affected pages, broker-approved identification, contact paths, and acceptance checks. ## Related: Real estate - [Check your real estate website in 30 minutes](/articles/real-estate-website-audit) - [Test the seller inquiry path on your real estate website](/articles/seller-inquiry-path-agent-website) - [Own your real estate website: domain, hosting, editing, and leads](/articles/own-your-site) ---- ```text .|########||. .|########||. .|########||. |##||. .||##|. |##||. .||##|. |##||. .||##|. |#|. .|#|. |#|. .|#|. |#|. .|#|. |#| |#| |#| |#| |#| |#| .#| |#. .#| |#. .#| |#. .#. .#| .#. .#| .#. .#| |#. .#| |#. .#| |#. .#| |# ...... #| |# ...... #| |# ...... #| .# ||#########| #| .# ||#########| #| .# ||#########| #| .#. |######||######|. .#. .#. |######||######|. .#. .#. |######||######|. .#. #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# # .||####|###########################|. # # .||####|###########################|. # # .||####|###########################|. # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || #. .######|#|#########| .# #. .######|#|#########| .# #. .######|#|#########| .# .#. |#####||||#####| .#. .#. |#####||||#####| .#. .#. |#####||||#####| .#. |# ||########|| #. |# ||########|| #. |# ||########|| #. |# ...... #| |# ...... #| |# ...... #| |#. .#| |#. .#| |#. .#| |#. .#. |#. .#. |#. .#. .#| |#. .#| |#. .#| |#. |#| |#| |#| |#| |#| |#| .|#|. .|#|. .|#|. .|#|. .|#|. .|#|. |##||. .||##| |##||. .||##| |##||. .||##| .||########||. .||########||. .||########||. Scale With Search 2026 [scalewithsearch.com](https://scalewithsearch.com) ```