--- title: "New Jersey real estate website and online advertising rules" description: "Check New Jersey requirements for brokerage identity, website contact details, team advertising, listing consent, IDX, and fair housing language." canonical: "https://scalewithsearch.com/articles/website-rules-new-jersey" --- ## 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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Webpage links and contact information have additional rules. The same advertising requirements reach online property ads. [N.J.A.C. 11:5-6.1(a), (b), and (d), pages 13–14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. Use the Commission's adopted text effective January 20, 2026. Although its URL contains proposed, this document is the published adoption. [R.2026 d.020, page 1](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. The quotations below are short excerpts unless a required statement appears in full. Each citation links to the source and identifies the provision. ## Identify the brokerage before your personal brand **Licensed names:** Your advertising must include your name as licensed and your affiliated broker's regular business name. The rule defines the latter through the name recorded with the Commission: “regular business name”. [N.J.A.C. 11:5-6.1(b), page 13](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. **Placement and prominence:** When an advertisement names a salesperson or broker-salesperson, the affiliated broker's name must have greater prominence. The operative phrase is “more prominent”. The current provision specifies neither a numerical font-size ratio nor a particular header or footer position. [N.J.A.C. 11:5-6.1(b)1, page 13](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. A tiny brokerage name beneath a dominant personal brand needs attention. That is an editorial inspection point based on the prominence rule. **Business description:** Advertising must indicate, after the regular business name, that the licensee operates in the “brokerage business”. The provision lists acceptable descriptions and exceptions. Bare realty or real estate alone is insufficient under this provision. [N.J.A.C. 11:5-6.1(c), page 13](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. Membership descriptions also have a statutory limit. N.J.S.A. 45:15-17(j) prohibits using an organization's trade name or insignia when the licensee “is not a member”. [Statute as amended by P.L.2018, c.71, section 16](https://pub.njleg.gov/bills/2018/AL18/71_.HTM). Read: 2026.10.10. ## Check the brokerage link and office telephone number An agent or team webpage without an electronic link to its broker's website must display the licensed brokerage office's “telephone number”. Its size must be consistent with the rest of the page. [N.J.A.C. 11:5-6.1(b)2, page 13](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. For a linked webpage, paragraph (b)3 uses “should”. It says the brokerage link should appear clearly and prominently, with a size consistent with the page. [N.J.A.C. 11:5-6.1(b)3, page 13](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. There is a separate contact trigger. Advertising containing an individual agent's or team's telephone number, email address, or “website” must also include the licensed brokerage office's telephone number. Linking to the broker does not remove that separate requirement. [N.J.A.C. 11:5-6.1(d), pages 13–14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. The 2026 text replaces older wording about predominant text size. It also adds website to the contact trigger. Check the adopted paragraphs before copying an older checklist. [N.J.A.C. 11:5-6.1(b)2–3 and (d)](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. ## Distinguish licensed identity from a license number The advertising provisions reviewed here require licensed names and brokerage identity. They do not establish a universal numerical license-number disclosure for an agent website. This is a finding from the reviewed text. [N.J.A.C. 11:5-6.1(b)–(e), pages 13–14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. A salesperson cannot describe themselves as licensed as a broker-salesperson. Business cards must indicate the “type of license” held. These provisions do not make every webpage a business card. [N.J.A.C. 11:5-6.1(b), (e), pages 13–14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. Advertising may mention Commission licensure. If it does, immediately follow that reference with the clear, conspicuous statement: “Licensure does not imply endorsement”. [N.J.A.C. 11:5-6.1(p), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. ## Keep team advertising within the brokerage The Commission's team bulletin explains that “the team is not a separate brokerage”. It permits team webpages while requiring compliance with the license law and advertising rules. The broker remains responsible for supervision, including when a team leader directs the team. [Bulletin 22-07, pages 1–3; N.J.A.C. 11:5-4.2, 4.4, and 6.1](https://nj.gov/dobi/bulletins/blt22_07.pdf). Read: 2026.10.10. Neither that bulletin nor the reviewed advertising rule prescribes a mandatory Team suffix or a blanket list of prohibited team-name words. That is a bounded source finding. Team branding must still preserve brokerage identification and comply with the rule against misleading claims. [Bulletin 22-07](https://nj.gov/dobi/bulletins/blt22_07.pdf) and [N.J.A.C. 11:5-6.1(b), (j), and (r)](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. For your team's proposed name, presentation, and brokerage review process, confirm with your broker. The advertising rule also restricts branding that implies common ownership or management among licensees, except for qualifying licensed branch offices. Its operative words are “common ownership or management”. [N.J.A.C. 11:5-6.1(j), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. For franchise advertising, the rule requires brokerage identification and an independence statement, subject to its listed exceptions. The statement is “each office is independently owned and operated”, or substantially similar wording. [N.J.A.C. 11:5-6.1(j)1–2, page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. ## Separate broker supervision from listing permission The team guidance places responsibility for supervision with the employing broker of record. It does not state a universal written preapproval procedure for every website edit. [Bulletin 22-07, pages 1–2; N.J.A.C. 11:5-4.2 and 4.4](https://nj.gov/dobi/bulletins/blt22_07.pdf). Read: 2026.10.10. For the approval process your brokerage requires, confirm with your broker. Advertising a specific property exclusively listed for sale by another broker requires that broker's “prior written consent”. The listing broker must give or withhold consent with the owner's knowledge. [N.J.A.C. 11:5-6.1(n), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. This permission is distinct from your own brokerage's review of your advertising. ## Review social posts and IDX displays The rule covers “electronic media”, including email and the Internet. Apply the advertising requirements when a social post promotes your real estate services or a property. The reviewed provision supplies no social-profile-only disclosure exception. [N.J.A.C. 11:5-6.1(a), page 13](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. **Online listing consent:** The rule provides a route for deemed consent when other licensees disseminate online listings. Both conditions must apply. The listing agreement must authorize posting through the broker, its MLS, or a third party receiving submitted listings. The original website must allow unimpeded viewing of the listing through a third-party website. [N.J.A.C. 11:5-6.1(n)1(i)–(ii), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. **MLS identification:** Advertising that refers generally to MLS membership must specify the service's “complete name”, subject to the provision's exceptions. This is distinct from listing-broker attribution. [N.J.A.C. 11:5-6.1(k), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. Paragraph (n) governs consent. It does not prescribe a universal IDX attribution sentence. For listing-broker labels, copyright notices, update notices, and other requirements in your MLS or IDX agreement, confirm with your broker. ## Check fair housing language and conditional statements The Commission rule prohibits advertising that directly or indirectly expresses specified limitations, preferences, or “discrimination”. Its listed grounds include race, religion, sex, sexual orientation, marital status, ancestry, national origin, and disability. [N.J.A.C. 11:5-6.1(i), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. The reviewed advertising provision does not require an Equal Housing Opportunity logo or slogan on every ordinary agent webpage. This finding concerns the cited Commission provision. It does not determine requirements for a particular housing program, property, brokerage, or MLS. For any required logo or statement in those circumstances, confirm with your broker. **Compensation claims:** When an advertisement refers to brokerage commission rates or compensation amounts, it must include this clear, conspicuous statement: > In New Jersey, broker compensation is fully negotiable and not set by law. [N.J.A.C. 11:5-6.1(q), page 14](https://www.nj.gov/dobi/proposed/aa260120njac11_5.pdf). Read: 2026.10.10. This is about brokerage compensation, not website-service pricing. The statute separately prohibits “false promises” and misrepresentation. This reaches claims about results and services on your website. [N.J.S.A. 45:15-17(a), (c), as amended by P.L.2018, c.71, section 16](https://pub.njleg.gov/bills/2018/AL18/71_.HTM). Read: 2026.10.10. ## Check your own website Inspect desktop and phone layouts, property search pages, and each online ad. These inspection steps apply the cited provisions. - Match your displayed name and brokerage name to their licensed identities. - Give the brokerage name greater prominence than the salesperson's name. - Check brokerage links and the office telephone number against both webpage and contact-trigger rules. - Confirm team presentation and your brokerage's advertising approval process with your broker. - Verify consent before displaying another broker's exclusive sale listing, including the conditions for deemed online consent. - Check MLS identification and confirm your IDX agreement's required disclosures with your broker. - Check property descriptions for discriminatory language and confirm any applicable fair housing logo or statement with your broker. - Add the required statements when advertising Commission licensure or brokerage compensation amounts. Bring the affected page addresses to the [real estate website brief](/for/real-estate). For final wording and brokerage-specific requirements, confirm with your broker. ## 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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