Does my Ad Comply with HUD
Do I have to put the Fair Housing Logo in my display advertizing? This is a great question asked by a student in a recent Fair Housing and Diversity Class.
What triggered this question was the previous weekend's real estate selection of the local newspaper. Both builders and Realtors® display ads appeared in this section.
A student showed me the newspaper and we proceeded to count twenty-nine display ads located in the section. Then we counted the ads with the Equal Housing Opportunity Logo. Seventeen of the twenty-nine ads did not have the logo displayed in their ads and as a result, they were in non-compliance of HUD guidelines for sales and were subject to a HUD complaint and fine.
There was a lively discussion regarding the Fair Housing Logo in their marketing.
What HUD clearly states on their website located at www.hud.gov is the following:
"The Equal Housing Opportunity Logo, slogan and statement in all printed material used in the connection with sales."
In general terms, Realtors® and Builders have to include the logo in all of their marketing offering homes or condominiums for sale including display ads. HUD has not enforced the logo in small classified ads.
If charged with a violation, not knowing the HUD guidelines will not be a defense.
Manage your business risks. . . . . .
Know the HUD guidelines. . . . .
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