It protects people based on race, color, religion, sex, national origin, familial status and disability. Many states and cities add more protected groups, such as source of income, age or sexual orientation.
For real estate marketing, the key rule is that ads can't indicate a preference for, or a limitation against, any protected group. That applies to listing descriptions, video scripts, captions, voiceovers, images and the way ads are targeted.
Where video content can trip up
- Scripts that describe the buyer instead of the home: "perfect for young professionals," "ideal for a couple," "great for families with kids."
- Neighborhood tours that describe who lives there, or imply an area is or isn't right for someone.
- Words like "exclusive" or "safe neighborhood" that act as code rather than facts.
- Imagery that only ever shows one kind of person across all your marketing.
- Ad targeting that excludes people by age, gender or ZIP code.
Meta requires housing ads to run under its Special Ad Category, which limits those targeting options. What to do instead: describe the property and its features, and let buyers decide who it suits. "Three bedrooms with a fenced yard" tells buyers everything "perfect for families" does, without the risk.
For neighborhoods, stick to facts anyone can check, like the distance to a park, transit lines or the name of the school district, and point to official sources rather than rating schools or areas yourself. AI makes this more important, not less.
AI-written descriptions and scripts can slip in coded or exclusionary phrases, so read every AI draft with fair housing in mind before it goes out. If you're unsure about a phrase, ask your broker or check HUD's guidance. A quick review costs far less than a complaint.