National practice topic with Illinois rules
Social media and internet communication
A listing reel can be shared without its caption. A lead form can collect a phone number without explaining where it goes. A glowing review can be real and still mislead. Check what the consumer actually sees, then apply the rule for that message.
Last reviewed:
The short answer
Real estate advertising must be truthful, authorized and properly identified, including online. In Illinois, check the sponsoring broker name, the applicable digital disclosures, listing permission and current information. Separately assess fair housing, paid endorsements, consumer-review incentives, lead-data use and the rules for the contact channel.
The PSI national broker outline places social media and internet communication and advertising in X.B.4. The entire Practice of Real Estate area accounts for 12 of 100 scored national questions, not 12 questions on this page. Illinois provisions below add the state-specific application. Reviewed October 26, 2026; these are original teaching questions, not released PSI questions.
Review the message before it reaches a consumer
- Classify the communication. A personal account can carry an offer of licensed services. Distinguish a public advertisement, a website disclosure, an initial direct communication and an identifier standing alone; the requirements are not interchangeable.
- Verify the content and authority. Check the listing, price, status, permitted use and overall impression. Permission to market a property and permission to publish a photograph are separate questions. An AI tool or marketing vendor does not make an unsupported statement true.
- Identify the brokerage correctly. Apply the Act, the relevant digital provision and the rule's alternative prominence tests. Test the actual phone view and shared asset. A name-free symbol is not the sponsoring broker's name.
- Check housing access. Review the message and its distribution. Do not target or exclude people because of race, religion, familial status or another applicable protected ground. Neutral-looking wording does not excuse discriminatory delivery.
- Separate reviews from endorsements. An unexpected paid connection can require disclosure. A consumer-review reward conditioned on a positive rating raises a different prohibition.
- Explain data use and check the contact channel. Illinois requires timely, readily apparent notice of intended sale or sharing of consumer information. Digital rules also address data-use disclosures. Providing information is not blanket permission for every future communication.
- Maintain the campaign. Periodically review information, correct misleading content and document approvals and changes under the brokerage's policy. Apply retention law to the actual record class instead of giving every social post an invented universal deadline.
| Situation | Question to resolve | Avoid this shortcut |
|---|---|---|
| Public property post | Authority, truth and brokerage identification | The platform accepted it, so it is lawful |
| Website or digital offer | Direct links to required business disclosures and offer terms | A generic home-page link supplies every required term |
| Initial electronic communication | The specific identity and office information required by 720(f) or (g) | A team name always replaces the individual name |
| Housing audience | Whether protected groups are denied housing information | The words are neutral, so delivery cannot discriminate |
| Consumer review incentive | Whether the reward depends on sentiment | Disclosing a five-star reward makes it lawful |
| Paid endorsement | Honesty and a clear material-connection disclosure | A vague tag or hidden description is enough |
| Lead form | What happens to submitted information | A privacy link authorizes every later call |
| Commercial email | Primary purpose and applicable CAN-SPAM duties | Only bulk email or consumer email is covered |
| Photo or video | Actual rights for the proposed use | Credit is the same as permission |
The distinctions that matter
| Distinction | How it works | What to notice |
|---|---|---|
| A handle and an advertisement | Rule 720(k) says a domain name, URL, username or social media handle does not itself constitute advertising. Content that markets property or licensed activity can be advertising. Deceptive identifiers and diversion remain prohibited. | Read the message, not just the account label. |
| Prominence alternatives and a decorative logo | Rule 715 provides alternative name-font, name-display-area or qualifying name-logo tests. They are not cumulative requirements for identical fonts. A logo counts toward the broker-name rule only if it contains that name. | A large symbol with no broker name does not solve missing identification. |
| Linking, scraping and listing authority | A link is different from copying another licensee's listing information for public display. Rule 720(h) addresses linking and misleading ownership; its scraping definition addresses copying without the stated permission and disclosure. Another exclusive listing also triggers 715(a)(1). | Access to an MLS is not a complete permission analysis. |
| A paid testimonial and a sentiment-conditioned consumer review | Hired influencer testimonials differ from consumer reviews. Honest endorsements may require a connection disclosure; 465.4 bars sentiment-conditioned consumer-review incentives. | Identify the incentive and message type. |
| A use notice and channel-specific permission | Telling a lead how data will be shared answers a disclosure question. Whether a particular call or text is permitted requires a separate assessment of that channel and the actual contact method. | A submitted phone number does not answer every marketing-contact question. |
| Useful accessibility standards and the applicable legal rule | DOJ guidance addresses equal access and effective communication for public accommodations. Technical standards can help; do not apply a public-entity rule or deadline automatically to every private brokerage. | First identify the covered entity and law. |
Work through the facts
A personal account used for prospecting
A licensee posts, "Message me to list your condo," on a personal profile.
- The content solicits licensed activity.
- A personal label does not decide its advertising status.
Answer: Review the solicitation as advertising and apply the applicable Illinois disclosures.
An attractive symbol with no name
A listing image shows a huge house-shaped symbol and the agent's name. The sponsoring broker's name is absent.
- The symbol does not contain the sponsoring broker name.
- Its size cannot supply missing words.
Answer: Correct the identification; do not claim the size of the symbol alone satisfies the name requirement.
A copied exclusive listing
An agent copies another brokerage's exclusive listing to promote it publicly. The agent has neither that broker's permission nor identification in the ad.
- The listing is exclusive to another sponsoring broker.
- The supplied facts lack both required elements.
Answer: Obtain the required permission and identify the exclusive listing broker; separately check media rights and applicable display rules.
A reward tied to five stars
A brokerage offers a gift card only for five-star consumer reviews on a review platform and asks reviewers to disclose the gift.
- The reward depends expressly on positive sentiment.
- A disclosure does not cure that condition.
Answer: Do not run this sentiment-conditioned consumer-review incentive.
A quiet caption and discriminatory delivery
A housing ad describes a property neutrally, but the advertiser intentionally excludes people because of religion.
- Delivery determines who receives housing information.
- Neutral copy does not excuse the protected-ground exclusion.
Answer: The targeting is a fair housing problem. Evaluate distribution as well as text.
A lead does not know it will be sold
A site collects consumer information for a property enquiry while planning to sell that information, without timely, readily apparent notice.
- The intended sale triggers the Illinois notice issue.
- A future contact policy does not fix the omitted collection disclosure.
Answer: Provide the required disclosure and assess the actual data-use requirements before operating the form.
Virtual staging changes a material fact
An edited listing image removes a visible structural defect. The caption merely says "virtually staged."
- The image can communicate a false impression of condition.
- A general staging label does not establish that the impression is truthful.
Answer: Correct the misleading presentation. Do not treat a label as permission to erase a material fact.
A cropped photograph found online
A marketer downloads another photographer's protected listing image, crops it and adds credit, without a licence or other established legal basis.
- Credit does not supply permission.
- Cropping does not establish fair use.
Answer: Verify rights for the proposed use; do not publish on those assumptions.
A team signature in the first message
A licensee starts an electronic conversation about licensed services using only the team name, claiming that team substitution is always allowed.
- The question concerns the initial communication, so use 720(g).
- Its team-name treatment differs from the substitution allowed in other digital-advertising clauses.
Answer: Include the required individual identity, with the team name additional if used, plus the sponsoring broker and applicable office information. Do not mix provisions from different communication types.
Mistakes to avoid
- Every digital communication uses the same disclosure formula. Distinguish advertising, required website links, initial electronic communication and an identifier alone.
- Only the font-size test counts. The adopted rule has alternatives; the qualifying logo must incorporate the broker name.
- Every paid review becomes lawful after a disclosure. A sentiment-conditioned consumer-review incentive is a separate prohibition.
- Every old listing ad must disappear within a universal 24 hours. Rule 715 uses a reasonable time with stated factors and the earlier relevant trigger.
- Marketing software takes over legal responsibility. Check the advertiser's actual duties and the final message, including automated content and delivery.
- A high practice percentage proves exam readiness. Use these questions to find reasoning errors; this short set is not a validated readiness measure.
Check your understanding
These are original teaching questions, not recalled or predicted PSI questions. Answer first, then explain why the other choices fail.
1. A personal-profile post solicits clients to list property. What controls its classification?
- Whether the post is paid
- Whether it receives ten likes
- The offer of licensed services in the content
- Whether the account is called personal
Show answer and explanation
Answer: C. The offer of licensed services in the content
A platform or account label does not remove a solicitation from the advertising analysis.
2. A broker-name-free symbol is larger than an agent name. Which conclusion fits 715(b)?
- The symbol is enough if it resembles a house
- A symbol without the sponsoring broker name does not count as that name
- The agent name must always be deleted
- Its size automatically supplies the broker name
Show answer and explanation
Answer: B. A symbol without the sponsoring broker name does not count as that name
The rule requires the name within a qualifying logo; a large decorative symbol does not supply it.
3. Another sponsoring broker holds an exclusive listing. Under 715(a)(1), what must a public advertiser address?
- Permission and identification of the exclusive listing broker
- Only whether the listing is popular
- Whether the listing has already had a showing
- Only the agent's personal social handle
Show answer and explanation
Answer: A. Permission and identification of the exclusive listing broker
The adopted provision requires both permission and identification. Media rights remain a separate question.
4. Under 720(k), which item alone is not advertising?
- A paid property video
- A public property advertisement
- A social media handle
- A public solicitation for listings
Show answer and explanation
Answer: C. A social media handle
The identifier alone is distinguished from content. Deceptive diversion and misleading identifiers remain prohibited.
5. In an individual licensee's initial electronic communication governed by 720(g), may a team name simply replace the individual name?
- Yes, if a team has two members
- Yes, if the recipient is another licensee
- No; the team name may be included in addition to the required individual name
- Yes, in every communication without other identification
Show answer and explanation
Answer: C. No; the team name may be included in addition to the required individual name
Do not import the team substitution in other digital-advertising clauses into the initial-communication clause.
6. A brokerage rewards only five-star consumer reviews. Does disclosing the reward cure this?
- Yes, if the card is inexpensive
- Yes, if the business keeps the receipt
- No; disclosure does not cure the positive-sentiment condition
- Yes, if the review is written by a real client
Show answer and explanation
Answer: C. No; disclosure does not cure the positive-sentiment condition
Disclosure does not cure this prohibited consumer-review condition.
7. An influencer makes an honest paid audiovisual endorsement. Which issue should the advertiser address?
- A clear material-connection disclosure appropriate to both audio and visual presentation
- Only the account's follower count
- Payment always makes every endorsement a prohibited consumer review
- Only whether the video uses music
Show answer and explanation
Answer: A. A clear material-connection disclosure appropriate to both audio and visual presentation
FTC guidance distinguishes hired testimonials and requires an appropriate disclosure of an unexpected material connection. The statement must also be honest and nonmisleading.
8. Neutral housing copy is delivered through an intentional religious exclusion. What matters?
- Neutral wording cures every audience choice
- Protected-ground exclusion from housing information can violate fair housing rules
- Only a printed ad can discriminate
- An advertising platform is always responsible instead
Show answer and explanation
Answer: B. Protected-ground exclusion from housing information can violate fair housing rules
Section 100.75 covers discriminatory selection of advertising media or locations, not words alone.
9. A property enquiry form will sell consumer information without a timely, readily apparent disclosure. Which Illinois provision is directly relevant?
- 10-35's intended sale or sharing notice
- A universal five-year social-post rule
- A right to impersonate a competing broker
- A rule that every submitted number permits every call
Show answer and explanation
Answer: A. 10-35's intended sale or sharing notice
Assess the notice required by 10-35 and the applicable digital-data-use disclosures; contact permission is a separate question.
10. An edited photo conceals a structural defect. Does a general virtual-staging label establish a truthful ad?
- Yes, every edit is permitted with that label
- Yes, if the image has high resolution
- Yes, condition is irrelevant online
- No; assess the misleading overall presentation
Show answer and explanation
Answer: D. No; assess the misleading overall presentation
A label does not automatically cure a materially false impression. The accuracy duty applies to images as well as words.
11. Does CAN-SPAM cover only bulk messages sent to consumers?
- Yes, unless a recipient has bought property
- Yes, unless an agency agreement exists
- No; commercial primary purpose matters, including B2B messages
- Yes, B2B email is always excluded
Show answer and explanation
Answer: C. No; commercial primary purpose matters, including B2B messages
Commercial primary purpose matters, including B2B messages; coverage extends beyond bulk campaigns.
12. What period does the FTC guide give for honoring a commercial-email opt-out?
- Thirty business days
- Only after a second request
- Within ten business days
- Ten calendar months
Show answer and explanation
Answer: C. Within ten business days
Do not substitute calendar days. The opt-out mechanism must also remain able to process requests for at least 30 days after sending.
13. An advertiser crops a protected photo and credits its creator. What follows?
- Credit always transfers copyright
- Cropping automatically creates an unrestricted new work
- Those steps alone establish neither permission nor fair use
- Online photos cannot have copyright
Show answer and explanation
Answer: C. Those steps alone establish neither permission nor fair use
Check the actual licence or other legal basis. Fair use depends on circumstances, not a fixed crop or percentage.
14. Which statement properly separates web-accessibility guidance from a universal mandate?
- Captions eliminate every possible access barrier
- An automated clean report proves full accessibility
- Identify the covered entity and applicable law; use standards and manual checks appropriately
- Every private brokerage has the same Title II public-entity deadline
Show answer and explanation
Answer: C. Identify the covered entity and applicable law; use standards and manual checks appropriately
DOJ distinguishes public entities and public accommodations. Helpful technical standards are not proof of an identical legal deadline for every business.
15. Which event does 715(a)(3) use for its reasonable-time stale-ad analysis?
- Only the day a photographer requests removal
- Only the next renewal deadline
- Only a consumer complaint
- Closing or listing expiration/termination, whichever occurs first
Show answer and explanation
Answer: D. Closing or listing expiration/termination, whichever occurs first
The rule considers the nature of the ad, control, ease of removal, knowledge and other pertinent criteria. It does not state a universal 24-hour deadline.
16. A licensee says a direct link makes every digital advertisement lawful regardless of its content. What is the sound response?
- Every link is prohibited
- Links erase listing-permission duties
- Apply the particular link/disclosure provisions and the remaining accuracy and authority requirements
- Only a broken link creates a violation
Show answer and explanation
Answer: C. Apply the particular link/disclosure provisions and the remaining accuracy and authority requirements
Illinois recognizes specified direct links, including required business and offer disclosures. That does not authorize misleading content or unpermitted listing use.
Common questions
What counts as real estate advertising on social media?
Offers of licensed services and marketing of property can be advertising on a personal or business account. Classify the content and audience before applying the particular Illinois disclosure provision.
Must the sponsoring broker use exactly the same font as the agent?
No. Rule 715 provides alternative font-size, display-area and qualifying name-logo tests. It does not require identical typefaces or all alternatives at once.
Can a profile link ever supply Illinois digital disclosures?
Illinois recognizes specified direct-display and direct-link arrangements, including the blind-ad definition and 720(j). Use the actual applicable requirements. A generic link does not make missing offer terms, a misleading impression or an unauthorized listing lawful.
Can a team name replace my name in every message?
No. Some digital-advertising clauses allow substitution. Rule 720(g) treats a team name as additional to the required individual name in the covered initial electronic communication. Read the clause for that communication.
Can I call a team Lakeview Realty without Team?
Rule 715(a)(2) identifies realty among potentially misleading team-name terms unless followed by team. Review the actual name, brokerage identification and other applicable requirements before using it.
Does another listing being in the MLS establish every right to repost it?
No. Check exclusive-listing permission and identification, applicable display authority, the digital rule and media rights. Merely linking is different from copying and publicly displaying another licensee's listing information.
Are paid five-star consumer reviews allowed if disclosed?
No. Express or implied sentiment conditions violate 465.4. Disclosure does not cure that incentive; hired testimonials are distinct.
Where should an influencer disclose a paid connection?
Make it clear and conspicuous with the endorsement. For an audiovisual endorsement, address both audio and visual presentation. A disclosure only in a video description can be missed; the endorser's opinion must also be honest.
Do neutral words make every housing audience lawful?
No. Selecting delivery that denies housing information because of an applicable protected ground can itself be discriminatory. Review who receives the opportunity as well as the words and images; do not assume every geographic selection is automatically unlawful.
What should an Illinois lead form disclose?
Give the required timely, readily apparent notice of intended sale or sharing, and apply the digital data-use provisions. Assess privacy and security separately. Those disclosures do not automatically authorize every kind of future call or text.
Does CAN-SPAM require opt-in for every commercial email?
It is not a universal prior-opt-in rule. Commercial messages have content and opt-out duties; a prior business relationship does not eliminate marketing opt-outs. Other laws and channel-specific requirements may apply.
What belongs in a commercial email compliance check?
Check accurate headers and subject, clear ad identification, valid postal address and an easy opt-out. Keep the mechanism available for at least 30 days and honor requests within ten business days. Hiring a sender does not contract away responsibility.
Does giving photo credit replace a licence?
No. Confirm rights for the proposed use or another applicable legal basis. Fair use is circumstance-specific, with no automatic allowed percentage. Owning a copy of a photograph is different from owning its copyright.
What makes a property video easier to access?
Use accurate captions and readable text; ensure important information is available without relying on sound or color alone. For forms and websites, check labels and keyboard operation. These are useful controls, not proof that every legal obligation has been met.
How quickly must an old listing advertisement be removed?
Apply 715(a)(3)'s reasonable-time factors after the earlier of closing or expiration/termination of the listing. Periodically review digital information under 720(i). Do not invent a universal 24-hour rule or ignore ads you can correct.
Must every social media post be kept for five years?
Do not assume one clock covers every post. Determine whether the material belongs to a covered brokerage or transaction record class, follow its actual rule and any hold, and apply company policy to approvals, changes and campaign history.
Does the digital rule distinguish physical and virtual office information?
Yes. Read the provision for the particular website, ad or initial communication. The relevant physical-office location disclosure uses city and state; applicable virtual-office provisions use a direct link to the sponsoring broker's virtual-office website or digital platform. Do not invent a universal street-address requirement for every post.
Keep practising
Your next practice step
Put Illinois advertising into practice
Check sponsor identity, required disclosures and whether the message itself is lawful.
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Official sources and scope
The PSI outline establishes topic placement. Illinois statutes and adopted rules establish the state-specific requirements; federal sources address their own subjects and scope. Security, accessibility and workflow recommendations are identified separately from a universal legal mandate. This page does not approve a live campaign or establish a personal contact-consent decision.
- PSI Illinois Candidate Information Booklet, June 24, 2026
- 225 ILCS 454/1-10: blind-ad and team definitions
- 225 ILCS 454/10-30: truthfulness, identity, size and owner advertising
- 225 ILCS 454/10-35: Internet conduct and consumer information
- 68 Ill. Adm. Code 1450.715: advertising, size alternatives and exceptions
- 68 Ill. Adm. Code 1450.720: digital advertising and communication
- 775 ILCS 5/3-102(F): discriminatory publication
- 24 CFR 100.75: discriminatory housing advertising
- FTC endorsement guidance: honest opinions and material connections
- 16 CFR 465.4: buying positive or negative consumer reviews
- FTC consumer reviews rule: incentives and influencer distinction
- FTC CAN-SPAM compliance guide
- U.S. Copyright Office: permission and fair use FAQ
- DOJ guidance on web accessibility and the ADA
- Illinois Personal Information Protection Act: security and disposal
- 68 Ill. Adm. Code 1450.755(a)(1)-(2): escrow records and retention
This is exam preparation, not advice for a specific transaction. State law and the applicable facts control. Our editorial and corrections process explains how to report an issue.