UP-RERA’s Crackdown on Misleading Advertisements — A Major Step in Favour of Homebuyers

Author: Anshuman Singh, COO – BLHP
In the world of real estate, every individual dreams of owning a beautiful, safe, and sustainable home.
However, in the race to sell this dream, some promoters, developers, and agents often resort to
advertisements that are far removed from reality. These glossy, exaggerated promotions widen the gap
between buyers’ expectations and the actual ground situation.
What Is a Misleading Advertisement?
A misleading advertisement is one that conceals or exaggerates the actual status, approvals, or timelines of
a project; makes promises that are later not fulfilled — such as possession in three months or ultra-luxury
amenities; or hides mandatory legal details, including the RERA registration number.
Consequences: Not Just Financial Loss, but Erosion of Trust
Misleading promotions often result in financial losses, mental stress, and prolonged legal battles for buyers.
Even a few fraudulent cases can weaken public confidence in the entire real estate sector, ultimately slowing
down its overall growth and credibility.
UP-RERA’s Initiative — A New Direction Toward Transparency
Recognising the seriousness of the issue, UP-RERA issued strict new guidelines on 24 January 2025. Under
these rules, every real estate advertisement must mandatorily display the RERA registration number, project
QR code, link to the UP-RERA website, and Declaration Account details. Heavy penalties are being imposed
on violators. So far, 91 promoters and agents have been penalised up to n2.66 crore.
Appreciation for Sanjay Bhoosreddy and the UP-RERA Team
Under the leadership of UP-RERA Chairman Shri Sanjay Bhoosreddy, the authority has demonstrated that
regulatory strictness and transparency can go hand in hand. His statement urging buyers to avoid projects
lacking mandatory disclosures is a strong message of awareness and accountability.
Suggestions Going Forward
Digital monitoring of online advertisements, a standardised disclosure format, swift action on complaints,
increased public awareness, and periodic regulatory updates aligned with emerging technologies such as
AR, VR, and Metaverse-based promotions.
Conclusion
Misleading advertisements are the shadow that clouds the dreams of homebuyers. The recent steps taken
by UP-RERA act as a strong beacon of transparency. When institutions prioritise openness and leadership
acts responsibly, buyer confidence is restored — the most valuable asset of any healthy real estate
ecosystem.
Author:
Anshuman Singh
Chief Operating Officer (COO)
BLHP – Better Life Happier People