If you’re marketing properties in the UK, it’s time to get your house in order – literally.

From 6 April 2025, the Competition and Markets Authority (CMA) gained beefed-up enforcement powers under the Digital Markets, Competition and Consumers Act. That means no more slow court processes – the CMA can now directly issue fines for breaches of consumer protection law, including misleading property listings.

And we’re not talking small change: fines can hit up to 10% of global turnover for the worst offenders. The message is loud and clear – misleading the public on a property listing isn’t just poor practice. It’s illegal.

Why now?

The CMA’s been flexing its muscles in other sectors – fashion, food, travel – and now it’s turning its attention to the housing market. Property listings that confuse, bury key facts, or gloss over the reality are a major concern. Why? Because they don’t just trip up individual consumers – they distort the market as a whole. So, whether you’re listing a one-bed flat or a luxury new-build, transparency isn’t a nice-to-have – it’s the law.

Where agents go wrong

The CMA has highlighted some of the biggest red flags it’s seen in the wild: overpromising on green credentials. EPCs, “energy-efficient” claims, double glazing – if it’s not verified, it’s not safe to say. Hiding the hassle. Service charges, leasehold terms, restrictive covenants – anything that could sway a buyer or tenant’s decision needs to be front and centre. Creative pricing. “Offers over…” with no baseline, or missing VAT? That’s likely to fall foul. Photos that flatter. If the description or images paint an unrealistic picture, you’re asking for trouble. And remember – it’s not just outright fibs.

In short, if a listing could cause a typical consumer to make a different decision, it may be considered misleading. Even honest mistakes can get you into hot water.

Real examples the CMA wouldn’t like

Describing a flat as “share of freehold” when it’s leasehold with a company share. Claiming a place is “chain-free” when the seller hasn’t secured their onward purchase. Calling a home “close to the station” when it’s actually a 25-minute trek. Intent doesn’t matter – the outcome does.

What does this mean for you?

If you’re marketing homes for sale or to let, you’re responsible for ensuring your listings are accurate, clear, and complete. That goes for agents, developers, and anyone handling property advertising. Here’s what you can do today to stay on the right side of the law: audit your listings. Focus on ones with bold claims or complicated leasehold arrangements. Get clear sign-off. Double-check that sellers or landlords are happy with how you’ve described their property. Train your team. Make sure everyone knows what counts as misleading – especially when using AI-generated copy or template listings. Update your checklists. Bake compliance into your listing and sign-off process.

A quick reality check

If the CMA comes calling – and they can now do so without court approval – the consequences aren’t just financial. Investigations, reputational damage, and legal action from consumers or competitors can all follow. In a competitive market, trust is everything. Transparent listings not only keep regulators off your back – they build confidence with buyers, tenants, and clients too.