As major property portals prepare to implement requirements under the Renters’ Rights Act, questions remain over how classified advertising platforms will enforce the new marketing rules when they come into effect on 1st May.
The legislation requires rental advertisements to include a unique property reference number and compliant wording regarding pets, families and benefit recipients. While established portals such as Rightmove, Zoopla and OnTheMarket have been preparing compliance measures for several months, the approach of platforms like Facebook Marketplace and Gumtree remains unclear.
Platform responses vary
Gumtree confirmed it will comply with the new requirements. Joseph Rindsland, Head of Digital Trust & Safety at Gumtree, stated: “We are committed to complying with the Renters’ Rights Act, including the introduction of landlord identifiers within property adverts, once implementation details are finalised.”
The platform said it provides guidance to help renters identify genuine adverts, including reviewing trust signals such as a landlord’s profile history, account age and user ratings. It also encourages users to view properties in person and verify legal paperwork.
Facebook did not respond to requests for comment on its compliance plans.
Two-tier enforcement concerns
The differing responses raise concerns about a potential two-tier marketing environment, with some platforms enforcing the new rules while others do not. This mirrors existing enforcement patterns in the sector, where regulatory compliance varies significantly across landlords and agents.
According to industry data, only several dozen estate agents and landlords face financial penalties or prosecution for non-compliance annually. Even fewer face expulsion from schemes operated by The Property Ombudsman or Property Redress.
Generation Rent recently reported an increase in rental scams, with classified advertising platforms already identified as preferred channels for fraudulent listings. The platforms are used by agents, landlords and increasingly by scammers posing as legitimate operators.
Market implications
The regulatory landscape continues to evolve, with local authorities increasing enforcement activity in various areas of the rental sector. However, rental property scams have received limited parliamentary attention, with recent housing ministers focusing primarily on property quality and licensing scheme compliance rather than advertising fraud.
Industry observers suggest that inconsistent enforcement across advertising platforms could push non-compliant operators towards channels with weaker oversight. This would present challenges for legitimate agents and landlords who face compliance costs while competitors potentially avoid the same requirements.
The Renters’ Rights Act represents a significant shift in rental market regulation, but its effectiveness may depend on consistent implementation across all advertising channels used by the sector.
