--- title: "Massachusetts real estate website and online advertising…" description: "Primary-source Massachusetts rules for brokerage identification, team branding, broker approval, social ads, license display, IDX, and fair housing." canonical: "https://scalewithsearch.com/articles/website-rules-massachusetts" --- ## 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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A salesperson cannot advertise property independently under their own name. The Board applies these requirements to web pages and social media advertising. A team brand must identify its brokerage and avoid implying a separate brokerage. The sources reviewed establish these rules. They do not establish a universal website license-number requirement or a statewide IDX disclaimer. A fair housing logo requirement located below applies to specific local housing authority advertising. Confirm with your broker before treating an unresolved item as optional. For the wider website review, use the [real estate website guide](/for/real-estate). ## Put the correct brokerage name in the advertisement The governing regulation and Board interpretation work together: | Requirement | Short source extract | Citation and source, read 2026.10.10 | | --- | --- | --- | | Identify the broker in each advertisement. Property advertising must also disclose broker status. Blind advertising with contact details alone is prohibited. | “include the name of the real estate broker” | [254 CMR 3.00(9)(a)](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download) | | Use the licensed corporate entity name or its properly filed municipal d/b/a conspicuously within the advertisement. For a sole proprietor, use the broker's name or d/b/a. | “somewhere conspicuously in that advertisement” | [Board FAQ, Advertising: Online Media and Including the Name of the Broker](https://www.mass.gov/info-details/faqs-about-escrow-accounts-advertising-business-entities-and-other-issues) | | A salesperson cannot advertise property independently. | “under their own name” | [254 CMR 3.00(9)(b)](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download) | | Advertising cannot mislead. | “false or misleading” | [254 CMR 3.00(9)](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download) | For a licensed corporate brokerage, the FAQ says the broker of record's personal name alone fails the identification requirement. The FAQ's answer to the social media link question still requires conspicuous identification within the advertisement. It supplies no exemption for limited space. As an implementation choice, put the brokerage identity in a shared, readable page element. Check landing pages and property pages directly. Each may be the visitor's first view. Inspect mobile layouts and advertisements separately. A link to another page cannot establish that the name appears within the advertisement itself. If the broker uses a business or trade name, the regulation requires “written notice” to the Board. Source: [254 CMR 3.00(3)](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download), read 2026.10.10. Confirm the correct approved identity with your broker before copying branding into a template. ## Keep team branding visibly attached to the brokerage The Board's team FAQ states there is “no regulatory or statutory size ratio” between the team and brokerage names. Brokerage policy may set a ratio. Consumers must recognize that the team belongs to a licensed brokerage. Source: [Board team FAQ, question about advertising name size](https://www.mass.gov/info-details/frequently-asked-questions-real-estate-teams), read 2026.10.10. That FAQ answers no to using “realty” or “real estate” in a team name. It recommends “Team” or “Group” and lists other terms to avoid. The list is presented as naming guidance, not a separate regulation banning every listed word. A team logo is permitted when the brokerage is “properly identified”. Source: [Board team FAQ, team logos and names](https://www.mass.gov/info-details/frequently-asked-questions-real-estate-teams), read 2026.10.10. The Board's 2026 course outline says team branding must be presented so that it “does not overshadow the brokerage”. It also applies the advertising regulation to team domains. Source: [RE119RC26, Marketing/Branding](https://www.mass.gov/info-details/re119rc26-real-estate-teams-and-groups-compliance-and-oversight), read 2026.10.10. Use these principles when reviewing the header, team logo, domain, and social graphics. Confirm the brokerage's own sizing policy with your broker. ## Obtain broker approval for team marketing The license statute makes the broker responsible for the salesperson and requires approval of transaction negotiation and completion. Its supervision language includes “under such supervision”. Source: [M.G.L. c. 112, § 87RR](https://malegislature.gov/Laws/GeneralLaws/PartI/TitleXVI/Chapter112/Section87RR), read 2026.10.10. The Board's published course outline addresses marketing approval directly. Under Team marketing, it says “Always must be approved by the broker”. It also directs broker review and approval of team names and logos. Source: [RE119RC26, Marketing/Branding and Broker supervision of the team/group](https://www.mass.gov/info-details/re119rc26-real-estate-teams-and-groups-compliance-and-oversight), read 2026.10.10. Send the website, landing pages, team branding, and ad templates through your broker's review process. Keep the approved version as a practical record. UNRESOLVED: a universal statutory requirement for written approval of every individual online advertisement was not located in the reviewed sources. ## Separate office license display from website numbers The regulation requires public display of a “copy of their license”. The Board FAQ explains that “All licenses must be conspicuously posted in the office” of the affiliated brokerage. Sources: [254 CMR 3.00(4)](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download) and [Board FAQ, Display of License in Office](https://www.mass.gov/info-details/faqs-about-escrow-accounts-advertising-business-entities-and-other-issues), read 2026.10.10. A different rule requires the agent's “license number” on the consumer relationship disclosure notice. Source: [254 CMR 3.00(13)(a)1](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download), read 2026.10.10. UNRESOLVED: these provisions do not establish a number-display requirement for every website page or social advertisement. Confirm with your broker whether company requirements add license numbers to your website. A website footer does not replace office display or the required relationship notice. ## Check social posts and IDX pages individually The Board's team FAQ expressly includes “websites, social media” within advertising. Source: [Board team FAQ, advertising name size](https://www.mass.gov/info-details/frequently-asked-questions-real-estate-teams), read 2026.10.10. Apply brokerage identification to each advertising item, including graphics and listing promotions. A profile biography does not establish identification inside a separate advertisement. Apply the general advertising rules to your website's IDX display: clear brokerage identity and truthful presentation. UNRESOLVED: no statewide IDX-specific attribution wording, update interval, or disclaimer was located in the reviewed statute, regulations, or Board materials. Confirm the feed's required attribution and notices with your broker before changing the IDX template. Distinguish feed requirements from the Massachusetts rules quoted here. ## Review fair housing language and the scope of logo rules Broker advertising must not indicate “unlawful discrimination”. Source: [254 CMR 3.00(9)(c)](https://www.mass.gov/doc/254-cmr-3-professional-standards-of-practice/download), read 2026.10.10. The housing statute prohibits covered housing advertisements that indicate a “preference, limitation, or discrimination” based on its listed protected grounds, except where legally permitted. Source: [M.G.L. c. 151B, § 4(7B)](https://malegislature.gov/Laws/GeneralLaws/PartI/TitleXXI/Chapter151B/Section4), read 2026.10.10. The housing regulation also prohibits advertisements “intended to discriminate”. Source: [804 CMR 2.01(5)(d)](https://www.mass.gov/doc/804-cmr-2-discrimination-in-housing/download), read 2026.10.10. Review listing descriptions and audience language for those restrictions. A logo does not cure discriminatory copy. A specific state regulation requires the “logo and slogan” for certain local housing authority fair housing outreach advertisements. It names “Equal Housing Opportunity” and requires “type size at least equivalent to other wording”. Source: [760 CMR 4.07(2)(c)](https://www.mass.gov/doc/760-cmr-4-general-administration-of-local-housing-authorities/download), read 2026.10.10. That provision governs local housing authority marketing plans. It does not establish a universal logo requirement for an agent's ordinary website. UNRESOLVED: a universal state agent-website logo or statement mandate was not located in the reviewed sources. Confirm applicable brokerage and housing-program requirements with your broker. ## A short website checklist 1. Confirm the licensed brokerage identity and any d/b/a with your broker. 2. Check conspicuous identification on each page and each social advertisement, including mobile views. 3. Review team names, logos, domains, and sizing against Board guidance and brokerage policy. 4. Obtain broker approval of team marketing through the brokerage's review process. 5. Confirm website license-number and IDX requirements with your broker before changing templates. 6. Review discriminatory language and any applicable housing-program logo or statement requirements. ## 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 .|########||. .|########||. .|########||. |##||. .||##|. |##||. .||##|. |##||. .||##|. |#|. .|#|. |#|. .|#|. |#|. .|#|. |#| |#| |#| |#| |#| |#| .#| |#. .#| |#. .#| |#. .#. .#| .#. .#| .#. .#| |#. .#| |#. .#| |#. .#| |# ...... #| |# ...... #| |# ...... #| .# ||#########| #| .# ||#########| #| .# ||#########| #| .#. |######||######|. .#. .#. |######||######|. .#. .#. |######||######|. .#. #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# #. .##|###|##|#|######| .# || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || || |##|#||||||||||||#||#| || # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. # |#||||||||||||||||||||#| #. || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # # .#||||||||||||||||||||||||#| # || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || || ....|||#||||||##|#|||#|#||##||||....|. || #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# #. . ....|# ....#||| ||| .#||| ....#. .# # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. # . ||||#| .#####|| . .#| .#||| ||||# #. .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || .| ||||| #. |#|||||. || #. |#||. .||||| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || || |.... #. ....|#. |. ...|. ....|| || #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# #. .||||||##||||||##||####|||||||#||||||#| .# # .||####|###########################|. # # .||####|###########################|. # # .||####|###########################|. # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#||||||.#.|| # |. ..# #| #|||||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||||| .. |# ## |#| ...#|#|||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#|||#|# .# .#| #| ##|.#..#|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # .#||||||############|######|||||#| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # # |...||#||||||#||||#|#||||||#|||||#||| |.| # #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# #. .. ||||# .|||##|. |#| .|| || .|||#. #| # .# || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || | ...|| ...##| | #| .|. |. ##### .. .| || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || || ||||| || ||||#| . |. |. |#. ||||| |#| || || .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. .# |.....#|....|#.||||.|||##.|#|....||.#||.#. #. #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# #.|||||||#############################| ||| .# || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || || ##||#||#||||||#||#||#||#||##. || # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # # .#|||||||||#||#|||||||||||#| # || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || || |#||||||||||||||||||||||#| || .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. .# |#||||||||||||||||||||#| #. || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || || |#||||||||||||||||||#| || #. .######|#|#########| .# #. .######|#|#########| .# #. .######|#|#########| .# .#. |#####||||#####| .#. .#. |#####||||#####| .#. .#. |#####||||#####| .#. |# ||########|| #. |# ||########|| #. |# ||########|| #. |# ...... #| |# ...... #| |# ...... #| |#. .#| |#. .#| |#. .#| |#. .#. |#. .#. |#. .#. .#| |#. .#| |#. .#| |#. |#| |#| |#| |#| |#| |#| .|#|. .|#|. .|#|. .|#|. .|#|. .|#|. |##||. .||##| |##||. .||##| |##||. .||##| .||########||. .||########||. .||########||. 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