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Advertisements, billboards, and brochures are your invitation to
the public. Their purpose, of course, is to draw new tenants to
you. But, how well do those ads communicate your commitment to
fair housing?
Recently, a
landlord paid $100,000 in a settlement of a case dealing with
advertisements. The landlord’s ads showed only white models
which conveyed an offensive and
discouraging message to many African Americans.
Both the federal and Florida fair housing acts make it unlawful
to make, print or publish any advertisement for a rental that
indicates any preference, limitation, or discrimination based on
race, color, religion, sex, familial status, or national
origin. [There are some very narrow exceptions, e.g.,
church-operated housing.]
HUD’s guidelines call for human models used in housing
advertisements to reflect the racial composition of the region
served. The safest bet? Avoid having any humans in the ads.
Many rental publications have in-house attorneys to review your
ads for compliance. If you are uncertain, always check with an
attorney.
Lastly, it is a great idea to add the Fair Housing Logo to your
ads and brochures. It demonstrates to the public (and to HUD in
the event of an investigation) that you are committed to fair
housing for everyone.
[Looking for a download of the little fair housing house? Go to
www.hud.gov. Click on “Fair Housing”, and then click on
“Library”. Under the heading “Policy and Guidance”, you’ll see
a link to the logo.] |