Writing a lettings advert that complies

Why it matters

Blanket wording such as no benefits has been held to be indirectly discriminatory and attracts enforcement and reputational risk.

Legal requirements

• The EPC rating must be shown in the advertisement where one is required.
• Rent and deposit amounts must be stated clearly.
• Any permitted payments must be disclosed before an agreement is entered into.
• Adverts must not discriminate on protected characteristics including sex, race, disability and family status.

Common mistakes

• Omitting the EPC rating from the portal listing.
• Using no DSS, no benefits or no children wording.
• Advertising a rent excluding a mandatory charge added later.
• Photographs that misrepresent the property, breaching consumer protection rules.

Practical guidance

• State rent, deposit, availability date, EPC rating and council tax band up front.
• Describe affordability requirements neutrally rather than excluding income types.
• Use current photographs taken in the property's actual condition.
• List what is included, from appliances to parking and garden maintenance.

Wording that filters without excluding

You are entitled to assess affordability. Say how, not who. For example, applicants are referenced for affordability against total household income from all sources, including benefits, together with a credit check and previous landlord reference. That is lawful, transparent and does the same filtering job as an unlawful blanket exclusion, without the risk.

Material information

Consumer protection rules require material information to be disclosed before a decision is made, and portals now expect it. That includes council tax band, deposit amount, any known restrictions such as no smoking, parking arrangements, whether the property is leasehold with restrictive rules, and any significant known issues. Disclosing early reduces wasted viewings and later complaints.