RERA rules every real estate marketer must know before spending a rupee

The Real Estate (Regulation and Development) Act treats every marketing asset as regulated content. Most fines in the sector are not for construction defects, they are for ads. Here is what the law actually requires of your campaigns.

The four rules that bite

Section 3(1): no advertising, marketing or booking of an unregistered project, pre-launch teasers included. Exposure runs to 10% of project cost. Section 11(2): every advertisement must prominently display the RERA registration number and the authority's website. Section 12: a false or misleading advertisement lets the allottee walk away with a full refund plus interest plus compensation. Section 62: an unregistered agent facilitating a sale faces ₹10,000 per day.

Maharashtra goes further: since August 2023, a QR code linking to the project's RERA page is mandatory on every advertisement, digital and social media explicitly included, with ₹50,000 penalties for omission. Agents must display their own MahaRERA number and hold a Certificate of Competency.

Where AI makes this worse, and better

Generative AI raises the stakes: a model that improvises 'guaranteed 12% returns' or 'metro station coming next year' into a WhatsApp reply has just authored a Section 12 violation on your letterhead. Free-form generation and regulated marketing content are structurally at odds.

The answer is claims grounding: the model may only assert facts traceable to the project's RERA filing or an uploaded approved brochure, with hard blocks on returns promises, appreciation claims and false urgency. Dhanur AI enforces exactly this, every generated asset passes a RERAGuard pre-flight (registration active, number rendered, QR present for Maharashtra) and a ClaimsGrounding check before it can leave the system. The audit log keeps the evidence for seven years.