The three mandatory items
First: the business name of the estate agency company, together with the estate agent's licence number (or the number of the Statement of Particulars of Business). This is the field that lets the public verify who issued the advertisement against the EAA register.
Second: the unique property number for that property. The EAA's practice circular requires an agent to assign a unique identifying number to every property advertised, and to state it clearly and legibly in the advertisement.
Third: the advertisement date. The same practice circular requires the advertisement to state its date, which establishes when the information in it was accurate and valid.
These three come from the EAA's practice circulars (13-04(CR) for first-hand residential properties; 18-02(CR), effective 1 December 2018, for property advertisements generally). Always check the EAA's latest guidance.
Two steps that come before the three items
First, the vendor's written consent must be obtained before the advertisement is issued. This is a procedural requirement, not a wording problem — however well written the copy is, missing this step is still non-compliant.
Second, all reasonable steps must be taken to verify the accuracy of the information in the advertisement, and to ensure that information is accurate and valid as at the advertisement date. Once price, area or permitted use appears in the advertisement, it falls within what must be verified.
Neither step can be delegated to any copy generator. Both remain the responsibility of the agent and the agency.
Advertisements also have to come down
Once the property is no longer available for sale or lease, or the estate agency agreement ends (whichever is earlier), the agency must remove the advertisements it issued or arranged as soon as practicable.
Leaving out-of-date listing material in place online or in a shop window for months is itself one of the advertising practices the EAA has called out. This has nothing to do with copywriting, but it is part of advertising compliance.
AI writes the words; the responsibility stays with the user
A listing writer's job is to turn property details into readable copy and to adjust headline and tone by platform, whether that is a listing site or social media. It cannot and does not verify information or obtain the vendor's consent on the agent's behalf.
So neither this piece nor the tool claims 'one-click compliance'. The tool's purpose is to hold a place for the fixed fields — company name, licence number, property number, advertisement date — so that they are not dropped through oversight.
Pre-publish checklist
One: is the agency's business name and licence number (or Statement of Particulars of Business number) stated? Two: is the property number stated, and does it map to that specific property? Three: is the advertisement date stated?
Four: has the vendor's written consent been obtained? Five: has the information in the advertisement been verified and is it still accurate and valid as at the advertisement date? Six: if the property is no longer available or the agency agreement has ended, has the advertisement been removed?
Making these six a fixed check before publishing saves far more effort than fixing things afterwards. This piece summarises regulatory requirements only and is not legal advice.