MahaRERA Tightens Real Estate Advertising Rules, Makes Disclosure Norms Mandatory

Transparency in real estate advertising is no longer a matter of marketing preference but a regulatory obligation. Reinforcing this principle, the Maharashtra Real Estate Regulatory Authority (MahaRERA) has clarified that the size of an advertisement or the fact that it is published free of cost does not exempt developers from complying with mandatory disclosure requirements.

The regulator imposed a ₹15,000 penalty on a Pune-based developer after finding that a project advertisement failed to prominently display the required MahaRERA registration details. The order reiterates that compliance with advertising norms is mandatory irrespective of the format, cost or scale of promotional material.

Mandatory Disclosures Cannot Be Overlooked

MahaRERA observed that promoters remain responsible for ensuring compliance with its advertising guidelines, regardless of whether the advertisement is paid for or published free of cost.

The authority stated that the MahaRERA registration number and website address must appear in a font size equal to or larger than the font used for the project’s contact details and address.

The proceedings were initiated suo motu after the regulator noticed an advertisement that allegedly violated the norms introduced under its April 2025 advertising guidelines.

Rules Aim to Protect Homebuyers

Under the advertising regulations introduced in April 2025, developers and real estate agents are required to prominently display the project’s MahaRERA registration number along with a QR code linking directly to the project’s RERA webpage in every advertisement.

MahaRERA has also observed that on several websites the registration number and QR code are either displayed improperly or become difficult to notice because of inadequate colour contrast or small font sizes. The regulator has warned that violations of these requirements may attract penalties of up to ₹50,000.

The authority further clarified:
“The font size of the MahaRERA registration number and website address in advertisements or promotions shall be equal to or larger than the font size used for the project’s contact details and address. However, if the contact details are mentioned in different fonts, the MahaRERA registration number shall be equal to or larger than the largest font used for contact details and address in the advertisement,” reads the MahaRERA order dated April 8, 2025.

Developer’s Defence Rejected

The Pune-based developer informed the regulator that all mandatory disclosures, including the MahaRERA registration number, statutory disclosures and QR code, had been provided to its advertising agency.

The developer further argued that while a larger advertisement published as part of the same campaign carried all the prescribed disclosures, the smaller advertisement under scrutiny was a free classified advertisement released under a promotional scheme.

According to the developer, the omission was unintentional and occurred at the agency level.

MahaRERA, however, rejected the explanation, holding that the responsibility for compliance ultimately rests with the promoter and cannot be transferred to an advertising agency or justified on the basis of advertisement size or publication cost.

Compliance Beyond Marketing

The ruling sends a clear message that regulatory disclosures are an integral part of consumer protection rather than a mere formality. As real estate marketing increasingly expands across print, digital platforms and social media, maintaining uniform disclosure standards is essential to ensure that prospective homebuyers have immediate access to verified project information.

For developers, the decision serves as a reminder that every advertisement—irrespective of its size, format or promotional nature—must uphold the same level of regulatory compliance expected under MahaRERA.

As Maharashtra’s real estate market continues to evolve, greater transparency in project advertising is likely to strengthen buyer confidence while promoting higher standards of accountability across the sector. Consistent enforcement of these norms also reinforces the credibility of the regulatory framework and encourages responsible marketing practices throughout the industry.

Closing Insights

MahaRERA’s latest order reinforces that compliance cannot be measured by the size or cost of an advertisement but by the accuracy and visibility of information provided to consumers. By placing accountability squarely on developers, the regulator has strengthened the principle that transparency is fundamental to fair real estate marketing.

The decision is expected to influence how developers, advertising agencies and marketing professionals design future campaigns, ensuring that regulatory disclosures receive the same prominence as promotional messaging.

By Sana Khan
Executive Editor,
Realty Quarter – Mumbai