Understanding ASA rules for housing advertisements and avoiding discriminatory language
The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media. It ensures advertisements are legal, decent, honest, and truthful. The ASA has specific rules about discrimination in housing advertisements.
Key Point: All housing advertisements must comply with ASA rules, regardless of where they are published (online, newspapers, social media, etc.).
The following types of language are prohibited in housing advertisements:
❌ "Young professionals only"
❌ "Mature tenants preferred"
❌ "No students"
❌ "Suitable for over 25s"
❌ "Female only"
❌ "Male tenants preferred"
❌ "Suitable for women"
❌ "British nationals only"
❌ "No foreigners"
❌ "English speakers only"
❌ "Christian household"
❌ "Muslim tenants only"
❌ "No religious tenants"
❌ "Straight tenants only"
❌ "LGBTQ+ friendly" (if used to exclude others)
These types of language are generally acceptable in housing advertisements:
✅ "Furnished room available"
✅ "Ground floor flat"
✅ "Near transport links"
✅ "Pet-friendly property"
✅ "Quiet household"
✅ "Professional environment"
✅ "Non-smoking household"
✅ "Vegetarian household"
✅ "References required"
✅ "Deposit required"
✅ "Minimum 6-month tenancy"
Advertisements must not contain anything that is likely to cause serious or widespread offence, particularly on the grounds of race, religion, gender, sexual orientation, disability or age.
Advertisements must be prepared with a sense of responsibility to consumers and to society.
Advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread offence.
If you see a discriminatory housing advertisement, you can report it to the ASA:
Describe the property, location, and amenities rather than tenant characteristics.
Avoid any language that could be interpreted as discriminatory.
If you have specific requirements, make them clear and ensure they're not discriminatory.
Always review your advertisement to ensure it complies with ASA rules.
"Room available for young professional female, no pets, non-smokers only"
This discriminates on gender, age, and potentially disability (service animals).
"Furnished room available in quiet household, near transport links, references required"
This focuses on property features and reasonable requirements.
Disclaimer: This information is for general guidance only and does not constitute legal advice. For specific advertising issues, please consult the ASA directly or seek legal advice.