FAIR HOUSING ADVERTISING GUIDELINE

According to the federal fair housing law, advertising for the sale or rental of property mav not state a preference for any person or an intention to exclude an), person because of the person's race, color, religion, sex. handicap, familia status, or national origin.

The prohibition of discriminatory intent applies to the use of media, such as newspapers, radio, television, or billboards, and any written material produced in connection with the sale or rental of a dwelling, such as application forms, brochures, flyers, signs, posters, or banners.

To Comply With Fair Housing Law, Avoid:

Ø Using words or phrases describing the dwelling, landlord. or tenants. Examples are: white private home, colored home, Jewish home, Hispanic residence, adult building, or other words indicative of race, color, religion, sex, handicap, farnilial status, or national origin.

Ø Conveying preference to one group over another or exclusion due to race, color, religion, sex, handicap, farnilial status (children under 18) or national origin.

Ø Using catchwords, such as restricted, exclusive, private, integrated, traditional, board approval, membership approval.

Ø Using symbols or logos that imply or suggest discrimination because of race, color, religion, sex, handicap, familial status (children under 18), or national origin.

Ø Writing out directions to the property that refer to well-known racial, ethnic, or religious landmarks or to any other major landmark that could signal a preference for a specific type of person.

Ø Targeting advertisements to one particular segment of the community.

Ø Using only adult or white models over a significant period of time.

Ø Using prohibited words or phrases with respect to handicapped persons or families with children. including:

· crippled deaf

· retarded

· adult building

· restricted community

· blind

· mentally ill

· singles

· mature persons

· exclusive

Ø Advertising in:

· a strategically limited geographic area

· particular editions of newspapers to reach a particular segment of the community

· only small papers that cater to particular ethnic or religious groups rather than general circulation papers

· only selected sales offices

The Fair Housing Act Permits:

Ø Indicating that rental property is:

· accessible to handicapped individuals

· intended for and operated as housing for older persons

· Indicating age restriction for occupancy as long as children are not excluded.

· Using the equal housing opportunity logotype, statement, or slogan in all advertising.

· Using human models who:

o Represent all races and age segments of the population in the area, including families with children and people with disabilities.

o Vary periodically so that diverse groups in your community are featured -- majority and minority in the metropolitan area, both sexes, families with children (when appropriate).

o Portray persons in an equal social setting.

o Indicate to the general public that housing is available to all persons, regardless of status.

o Localize your efforts to abide by the law by knowing the guidelines in the area where promotional materials are seen.

o Learn about each publication's guidelines or criteria before placing an advertisement.

Questions to Evaluate Your Advertisements and Promotional Material

Ø What is your message really saying?

Ø Does the ad exclude any potential prospects or groups?

Ø Does the ad describe the services of the firm and not the target market?

Ø What steps can the firm take to assure that it can truly provide the services promoted in the ad?