Plots and houses only three kilometres from Kilambakkam and two  kilometres from GST Road, with hundreds of amenities — ads with such claims have become all too common, flooding social media feeds and highway hoardings. But under a recent order by TNRERA (Tamil Nadu Real Estate Regulatory Authority), builders showcasing ads with vague, exaggerated, and misleading claims are set to get pulled up. With this crackdown, TNRERA has sent a strong message to the real estate industry: promotional gimmicks and half-truths will no longer be tolerated. The era of unchecked advertising is over. And buyers, finally, have the right to clarity. TNRERA has made it mandatory for all real estate advertisements whether in print, on television, outdoor hoardings, digital platforms, or social media to prominently display the project's RERA registration number, a scannable QR code (as per form-C), the official website of the authority, the approved location of the project, and complete promoter contact details. The guidelines, which came into effect on July 1, also prohibit the use of vague disclaimers such as "terms and conditions apply", and prevent promoters from using inflated phrases such as "100+ amenities" that are not backed by actual, verifiable offerings. The order by chairperson Shiv Das Meena, states that the directive is aimed at curbing misleading practices and ensuring that buyers can easily verify the authenticity and legal status of real estate projects before making decisions. The rules specify that RERA details must appear at the top right corner of all advertisements, including hoardings and print material, with a minimum font size to ensure visibility. "The mandate also extends to the finer details. Every ad must mention the promoter's name, office address, and contact information. If a landmark is cited, only the actual distance via the most commonly used route is allowed no reference to travel time, which can vary with traffic, is permitted. The location must match the officially approved plan submitted for registration," said S Ramprabhu, chairman of the DTCP committee at the Builders Association of India. To support these changes, Regulation 8(3) of Tamil Nadu Real Estate Regulatory Authority (General) Regulations, 2018, has been amended to make it clear that all real estate publicity whether through press, banners, pamphlets, or social media must carry RERA registration details as prescribed under the revised Regulation 6.
 

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