If a consumer were to see a web site called www.dallasmls.com could they assume the site was for searching the mls in the Dallas area? Then when the site is launched they are taken to John Smith, Realtor® personal web site (I made up both of these names).
Do you see anything wrong here?
There is a provision in the National MLS rules that an MLS can adopt to preclude MLS Participants from using MLS in their URL. My local MLS chose not to adopt that provision so it is permissible here. Some think that is a good thing others think it is misleading to the general public.
However, the Code of Ethics Article 12 states that REALTORS shall “present a true picture in their advertising, marketing…..” and includes a Standard of Practice (12-10) that prohibits deceptively driving traffic or misleading consumers. One case study used to illustrate this involves the use of MLS in the URL where the hearing panel found that the URL that includes the letters MLS will, in many cases, lead reasonable consumers to conclude that the website is an MLS and not a broker website.
That does not mean a hearing panel would conclude that in all cases, but in this particular case, the letters MLS were not part of the brokerage firm name and the site included a property search that the panel felt a reasonable consumer would mistake the site for an MLS.
So do you think the use of MLS would be a deceptive?