By Arosh John | Founder – John Real Estate (MahaRERA Reg. No. A51700001835) | Editor-in-Chief – Thane Real Estate News (TREN)
Thane–MMR | October 2025
According to recent media reports, consumer rights groups and homebuyer associations have urged MahaRERA to examine influencer-led real estate promotions and ensure that digital advertising on social media adheres to the same compliance standards as traditional real estate marketing. While no formal notification has been issued by MahaRERA yet, the concern reflects a growing need for clarity and accountability in digital property endorsements.
Real Estate Is Not a Lifestyle Commodity
In sectors like fashion or electronics, influencer marketing drives engagement without long-term consequences—buyers can return or discard a product. Real estate does not offer such a reversal.
A property transaction involves life savings, legal contracts, emotional weight and loan obligations. Yet, digital reels and lifestyle-driven content often present real estate as a trend, not as a regulated financial decision. This disconnect is at the core of rising concerns.
MahaRERA’s 2025 Order — Social Media Ads Now Have Disclosure Duties
In April 2025, MahaRERA issued an ad-compliance mandate stating that all promotional communication—online or offline—must clearly display:
- The MahaRERA Registration Number
- The Official MahaRERA Website Link
- A Project-Specific QR Code, placed prominently (and not hidden in captions or fine print)
This applies even to social media content created to generate enquiries, bringing influencer-promoted real estate ads under the scope of RERA advertising compliance, even if the influencer is not the original project promoter.
Penalty Trends Show MahaRERA’s Direction
- More than 600 developers have been penalised in the past year for non-compliant advertisements, including digital campaigns that lacked RERA numbers and QR codes.
- In multiple cases, including suo motu action in Pune, MahaRERA initiated proceedings after promotional videos circulated online without mandatory compliance disclosures.
- While influencers have not yet been directly penalised, the language of the April 2025 circular indicates that any entity publishing or amplifying real estate promotional material must ensure compliance.
Clarification — Resale & Rental Listings Do Not Fall Under RERA Ad Mandates
RERA advertising rules do not apply to resale properties, investor-owned units or rental listings, as these fall under secondary advisory transactions, not developer-led public project advertising.
However, ethical responsibility still applies.
Sharing a verified resale or rental listing is legitimate. Hyping unverified “pre-launch plots” or “exclusive investment offers” without RERA registration disclosure is not. Influencers must understand this distinction — not every property mention triggers RERA compliance, but any promotional push designed to attract bookings for an active project does.
ASCI & CCPA Already Govern Influencer Conduct Across Categories
Even before MahaRERA issues influencer-specific directives:
- The ASCI Influencer Guidelines mandate clear, visible disclosure of any paid or sponsored partnership.
- The CCPA Endorsement Rules allow penalties of up to ₹50 lakh and even endorsement bans for misleading or undisclosed promotional content, especially in financial-impact sectors like real estate.
Industry Stand — Advisory Must Be Responsible, Not Viral
Real estate communication must be built on disclosure, legality and responsibility, not just good cinematics or viral trends.
Any reel, short or post that influences a property booking decision should:
- Display the MahaRERA number and QR code (if it relates to a developer project)
- Clearly state whether it is a new launch, resale or rental listing
- Disclose if the content is a paid promotion or commercial partnership
If these conditions cannot be met, silence is more responsible than hype.
A home is not just content—it is a legally regulated financial decision protected under RERA.
About the Author
Arosh John is a leading MahaRERA-registered real estate consultant with over a decade of advisory experience in the Thane–MMR market. Specialising in villas, premium resale, NRI advisory and infrastructure-led investments, he is the Founder of John Real Estate and Editor-in-Chief of Thane Real Estate News (TREN). He advocates for compliance-led, transparent and ethical real estate advisory in the digital era.
Disclaimer
This article is published in the interest of public awareness. Thane Real Estate News (TREN) does not promote any unregistered or speculative property offerings. Readers are advised to verify project details directly through the official MahaRERA portal before making any financial commitment. All forms of real estate promotion are governed by RERA, ASCI and CCPA regulations, and compliance is mandatory.
