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

Does a website count as advertising in Utah?

• Yes. The rule covers advertising "in any medium" and addresses electronic advertisements directly. Utah Admin. Code R162-2f-401h

  “a licensee shall not advertise or permit any person employed by or affiliated with the licensee to advertise real estate services or property in any medium without clearly and conspicuously identifying in the advertisement the name of the brokerage with which the licensee is affiliated”

What every advertisement must show

• The name of the brokerage you are affiliated with, clearly and conspicuously, as the brokerage's name appears on the Division's records. Utah Admin. Code R162-2f-401h

  “The name of the brokerage identified by a licensee in an advertisement shall be the name of the brokerage as shown on division records.”

Websites specifically

• A website identifies the brokerage clearly and conspicuously like any other ad. Where naming the brokerage isn't reasonable in an electronic advertisement, the ad must link directly to a display that clearly and conspicuously identifies it. Utah Admin. Code R162-2f-401h

  “When it is not reasonable for a licensee to identify the name of the brokerage in an electronic advertisement, the licensee shall ensure the electronic advertisement directly links to a display that clearly and conspicuously identifies the name of the brokerage.”

Team names

• A team, group or other marketing entity with one or more licensees is subject to the same advertising requirements and restrictions as an individual licensee, so team advertising must clearly and conspicuously name the brokerage. The rule has no team-name word list. Utah Admin. Code R162-2f-401h

  “A team, group, or other marketing entity which includes one or more licensees shall be subject to the same requirements and restrictions with regard to advertising as is an individual licensee.”

What gets agents in trouble

• Advertising real estate services or property, or letting anyone affiliated with you do so, without clearly and conspicuously naming your brokerage. Utah Admin. Code R162-2f-401h

• Advertising a guaranteed sales plan without clearly stating that costs and conditions may apply and how to contact you for the required disclosures. Utah Admin. Code R162-2f-401h

Worth knowing

• Exception: advertising property you have an ownership interest in, not listed with your brokerage, needs no brokerage name if the ad identifies you as "owner-agent" or "owner-broker". Utah Admin. Code R162-2f-401h

• R162-2f-401h does not require a license number, phone number or address in advertising; it requires the brokerage's name. Utah Admin. Code R162-2f-401h

How many agents this applies to

2,803 real estate agents were working in Utah when we last counted, across 25 brokerage 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 Utah brokerage directory breaks it down office by office. Counted 2026-10-07.

Sources

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

• Utah Admin. Code R162-2f-401h — Requirements and Restrictions in Advertising — read 2026-10-07
• Regulator: Utah Division of Real Estate (Department of Commerce)

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

Questions people ask