MahaRERA and Advertising Standards Council to use AI to monitor real estate advertisements

MahaRERA has entered into a Memorandum of Understanding (MoU) with the ASCI to protect homebuyer’s interests.

The Maharashtra Real Estate Regulatory Authority (MahaRERA) on February 15 that it has collaborated with the Advertising Standards Council of India (ASCI) to identify developers advertising projects without registration numbers and QR codes. The MahaRERA said that they will use artificial intelligence (AI) to detect advertisements published without a MahaRERA registration number and QR code.

ASCI is a voluntary self-regulatory organisation in the advertising sector committed to the protection of consumer interests across media of newspapers, television channels, social media, websites, etc.

In a statement issued on February 15, it said, "MahaRERA has entered into a Memorandum of Understanding (MoU) with the ASCI to protect homebuyer’s interests. MahaRERA’s Administrative Officer Vasant Vani and ASCI’s Chief Executive Officer Manisha Kapoor are signatories of the same."

As per the agreement, Artificial Intelligence will be utilised to detect advertisements published without a MahaRERA registration number and QR code. For this, a core group will be created to track, monitor and evaluate such advertisements and eventually bring it to the notice of MahaRERA, the statement said.

"Developers are not permitted to advertise unless the project is registered with MahaRERA. Whenever we have observed any advertisements without a registration number, we have initiated ex officio penal action against such erring developers. Now, having a QR code on the advertisements is also mandatory, to enable home buyers to access the project’s detailed information at a single click," said Ajoy Mehta, Chairman of MahaRERA.

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He added, "We cannot ignore the new age media, where newer avenues of advertising are getting created. Thus, we are taking the help of ASCI, a self-regulatory organisation, and experts in the field to identify and prevent such misleading or incomplete advertisements across any medium. The latest move will definitely help in curbing such misleading and incorrect advertisements."

MahaRERA tightens grip on developers

Since 2023, MahaRERA has been initiating suo motu action against advertisements published without a registration number and QR code. Further, the authority has also widened the ambit to the new age media apart from the traditional ones.

Also read: MahaRERA issues show-cause notices to 74 developers for advertising projects without QR codes

What is the law?

As per the RERA Act, any project (including plots) of over 500 square meters or 8 flats must be registered with the MahaRERA. Without the registration number, no developer can publicise, market or sell any property in the project.

Starting August 1, MahaRERA has also made it mandatory to include QR code in every advertisement published by the developer. Through the QR code, all information about the project is made accessible available with a single click.