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Florida · advertising rules

What a real estate agent's website must show in Florida

Florida's rule is about who you are dealing with: every advertisement, including a website, must carry the brokerage's licensed name and make it plain that a reasonable person is dealing with a real estate licensee. Online, the brokerage name has to sit next to your contact details. Team names may say "team" or "group" but not "realty", "properties" or anything that sounds like a separate company, and never in larger print than the brokerage.

Updated Rules read 2026-09-06

Does a website count as advertising in Florida?

  • The advertising rule applies to internet advertising in the same terms as any other advertising, with one extra requirement about where the brokerage name sits. Fla. Admin. Code R. 61J2-10.025

    “All advertising must be in a manner in which reasonable persons would know they are dealing with a real estate licensee.”

What every advertisement must show

  • The licensed name of the brokerage firm, on every advertisement. Fla. Admin. Code R. 61J2-10.025

    “All real estate advertisements must include the licensed name of the brokerage firm.”

  • If your personal name appears, your last name exactly as registered with the Commission. Fla. Admin. Code R. 61J2-10.025

    “the licensee's last name must be used in the manner in which it is registered with the Commission”

Websites specifically

  • On a website, the brokerage firm's name must be placed adjacent to, or immediately above or below, the point-of-contact information — the mailing or physical address, email, phone or fax. Fla. Admin. Code R. 61J2-10.025

    “placed adjacent to or immediately above or below the point of contact information”

  • The general requirements — reasonable persons must know they are dealing with a licensee, the brokerage name must appear, nothing false or misleading — apply to internet advertising as well. Fla. Admin. Code R. 61J2-10.025

Team names

  • A team or group is a name or logo used by one or more licensees who present themselves to the public as a team under the same broker. Fla. Admin. Code R. 61J2-10.026

  • The name may include "team" or "group". It may not include Agency, Associates, Brokerage, Brokers, Company, Corporation, Corp., Inc., LLC, LP, LLP, Partnership, Properties, Property, Real Estate, Realty, or similar words that suggest a separate brokerage. Fla. Admin. Code R. 61J2-10.026

  • The team or group name may not be in larger print than the name of the registered brokerage. Fla. Admin. Code R. 61J2-10.026

    “The team or group name shall not be in larger print than the name of the registered brokerage.”

  • The registered broker must keep a current written record of each team's members, updated at least monthly. Fla. Admin. Code R. 61J2-10.026

What gets agents in trouble

  • Advertising that is fraudulent, false, deceptive or misleading. Fla. Admin. Code R. 61J2-10.025

    “No real estate advertisement placed or caused to be placed by a licensee shall be fraudulent, false, deceptive or misleading.”

  • A website whose contact details are not accompanied by the brokerage's licensed name. Fla. Admin. Code R. 61J2-10.025

  • A team name that outsizes the brokerage name, or that uses a prohibited word such as "realty" or "properties". Fla. Admin. Code R. 61J2-10.026

Worth knowing

  • Florida does not require your license number on advertising under these rules; it requires the brokerage's licensed name and your registered last name. Fla. Admin. Code R. 61J2-10.025

  • Dates: 61J2-10.025 was adopted 1 January 1980 and last amended 5 February 2007; a 2021 proposal to add requirements for other forms of internet advertising appears in its history. 61J2-10.026 took effect 18 June 2018 and was amended effective 1 July 2019 and 1 November 2021. flrules.org rule history for 61J2-10.025Fla. Admin. Code R. 61J2-10.026

How SiteCurb handles this

Every SiteCurb site has a broker-disclosure footer on every page: your name, your brokerage, your license number, and the disclosure text your state expects, next to your contact details and never in smaller type than the rest of the footer. Fill it in once and it is on every page, including listings.

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How many agents this applies to

26,084 real estate agents were working in Florida when we last counted, across 216brokerage offices. That is agents with a live profile on a brokerage's own site, not everyone holding a licence, so it is the population these rules actually bind day to day. The Florida brokerage directory breaks it down office by office. Counted 2026-09-13.

Sources

This page paraphrases the rules; the rules themselves are what bind you. Each was read on the date shown. If the FREC changes a rule, the page will lag until it is read again.

Not legal advice. When a rule and this page disagree, the rule wins; when in doubt, ask your broker or the FREC.

Questions people ask

Where on my website does the brokerage name have to go?

Next to, or immediately above or below, your contact details — the address, email and phone. A contact block that pairs the brokerage's licensed name with your phone and email, repeated in the site footer, meets the rule on every page.

Do I need my license number on the site in Florida?

Not under 61J2-10.025. The rule asks for the brokerage's licensed name and your last name as registered. Adding the number does no harm.

Can my team be called "Smith Realty Group"?

No. "Realty" is on the prohibited list because it suggests a separate brokerage. "Smith Group" or "The Smith Team" is allowed, shown no larger than the brokerage name.