Avoiding Discriminatory Language in Property and Lettings Ads

Property and lettings adverts must be fair and lawful. The Equality Act 2010 makes it unlawful to discriminate on the basis of protected characteristics, and that extends to how you word an advert. Many breaches are accidental — careless phrasing rather than intent — which makes a quick checklist worthwhile.

Lettings: the "No DSS" issue

Blanket bans such as "No DSS" or "No housing benefit" have been found to be unlawful indirect discrimination by the courts. Assess prospective tenants individually on affordability rather than excluding a whole group in the advert.

Describe the property, not the ideal occupant

Avoid wording that signals a preference for or against people with protected characteristics — age, religion, race, disability, sex, sexual orientation, marital status, pregnancy. "Ideal for a young professional couple" can imply exclusion. Describe what the property is, and let any suitable applicant self-select.

Accessibility — state facts, don't assume

It's helpful to note genuine accessibility features (step-free access, a downstairs WC, a wet room) as facts. Just don't editorialise about who "should" live there.

A simple test

Before publishing, ask: does any phrase describe the kind of person rather than the property? If so, rewrite it to describe the property. Stick to features, facts and figures and you stay on safe ground.

Because ListSmith writes from the property facts you enter — not assumptions about who'll buy or rent — it naturally keeps your copy focused on the home. Try it free, and see our lettings writing guide too.

This is general information, not legal advice. For specific concerns, consult a solicitor or your professional body.