VA Fair Housing Advertising Guidelines for Lenders & Realtors

VA Fair Housing Advertising Guidelines for Lenders & Realtors – VA advertising guidelines for fair housing help ensure that properties and residential financing options—including those involving VA loans—are marketed openly and without discrimination. These rules stem from the federal Fair Housing Act and support VA’s equal opportunity and affirmative marketing goals. Whether you are a mortgage lender, real estate agent, developer, or advertiser promoting homes or VA financing, following these guidelines protects consumers, reduces legal risk, and demonstrates your commitment to equal access for all qualified buyers and renters.

What Is VA Form 26-0785?

VA Form 26-0785 is the official Lender’s Staff Appraisal Reviewer (SAR) Application (current revision May 2024). Lenders use it to nominate full-time employees for approval as Staff Appraisal Reviewers under the VA Lender Appraisal Processing Program (LAPP). SARs review property appraisals to ensure accurate, unbiased valuations for VA-guaranteed loans.

While this form itself does not contain advertising rules, fair and impartial appraisals are a key part of VA’s broader fair housing efforts. The form requires certifications regarding conflicts of interest, quality control, and adherence to VA standards that help prevent discriminatory practices in the lending process.

Official download: Download VA Form 26-0785 (Lender’s Staff Appraisal Reviewer Application) – PDF

More information: VA Form 26-0785 page on VA.gov and LAPP SAR Application Information.

VA Advertising Guidelines for Fair Housing: Purpose and Overview

The dedicated VA Advertising Guidelines for Fair Housing (VA Form 26-0585) provide clear instructions for anyone advertising the sale, rental, or financing of residential real estate. These guidelines help VA program participants comply with federal law and VA’s affirmative marketing requirements, including outreach to minority and female veteran homebuyers.

They apply to all forms of advertising: print, digital, social media, websites, signs, radio, television, and more. The goal is simple — every qualified person, regardless of protected characteristics, should feel welcome to inquire about housing or financing options.

Official VA Advertising Guidelines PDF: Download VA Advertising Guidelines for Fair Housing – PDF

Legal Foundation: Fair Housing Act Requirements

Section 804(c) of Title VIII of the Civil Rights Act of 1968 (Fair Housing Act), as amended, makes it illegal to advertise housing for sale or rent in any way that indicates a preference, limitation, or discrimination based on:

Race
Color
Religion
Sex (including sexual orientation and gender identity under current interpretations)
Handicap (disability)
Familial status (families with children under 18)
National origin

Section 805 extends similar protections to residential financing, prohibiting discrimination by lenders and others involved in making housing credit available.

VA participants must follow these rules plus VA-specific affirmative marketing expectations. Violations can lead to complaints, investigations by HUD or the Department of Justice, loss of VA lender approval, and civil penalties.

Core Requirement: Include the Equal Housing Opportunity Logo, Slogan, or Statement

Every advertisement for residential real estate for sale or rent, and every advertisement for residential financing, must contain an Equal Housing Opportunity logo, slogan, or statement. This informs the public that the property and financing are available to all persons without regard to the protected classes listed above.

Equal Housing Opportunity Logo

Use the standard logo (a house symbol with an equal sign inside). When other logos appear in the ad, the Equal Housing Opportunity logo must be of comparable size.

Equal Housing Opportunity Slogan

EQUAL HOUSING OPPORTUNITY

Equal Housing Opportunity Statement (Full Recommended Text)

“We are pledged to the letter and the spirit of the United States policy for the achievement of equal housing opportunity throughout the Nation. We encourage and support an affirmative advertising and marketing program in which there are no barriers to obtaining housing because of race, color, religion, sex, handicap, familial status, or national origin.”

Place the logo, slogan, or statement prominently — in the footer of websites, on print ads, in email signatures for housing-related communications, and within digital ad creatives.

Guidelines for Human Models in Advertising

If your advertising campaign uses photographs, drawings, or other images of people (human models), the models must clearly represent the diversity of potential homebuyers in your metropolitan area. The images should signal to the general public that the housing and financing are open to everyone, without regard to race, color, religion, sex, handicap, familial status, or national origin.

Avoid images that suggest exclusivity or target only one demographic group.

Avoid Selective Use of the Guidelines or Logo

You cannot use the Equal Housing Opportunity logo, slogan, or statement only for certain properties or in limited media while omitting it from others. Selective use can be viewed as an attempt to circumvent fair housing requirements.

Examples of prohibited selective use:

Displaying the logo only on ads for one housing development but not another development you also market.
Running compliant ads only in media that reach certain neighborhoods while using non-compliant ads elsewhere in the same community.

Special Rule for Classified Newspaper Advertising

In classified real estate sections, you do not need to place the logo, slogan, or statement in every individual ad if the newspaper includes this notice at the beginning of the real estate advertising section:

“All real estate advertised in this newspaper is subject to the Federal Fair Housing Act of 1968, as amended which makes it illegal to advertise ‘any preference, limitation, or discrimination based on color, religion, sex, handicap, familial status, or national origin, or an intention to make any such preference, limitation, or discrimination.’ This newspaper will not knowingly accept any advertising for real estate which is in violation of the law. Our readers are hereby informed that all dwellings advertised in this newspaper are available on an equal opportunity basis.”

Practical Tips for Compliance in 2026

Website & Digital Ads: Add the logo or statement to every property listing page, landing page for VA loans, and footer. Review Facebook, Google, and Instagram ads before launch — many platforms allow you to upload the logo as part of the creative.
Social Media & Targeted Advertising: Avoid targeting or excluding audiences in ways that could have a discriminatory disparate impact. Focus targeting on location, property type, and interest in homeownership or VA benefits rather than demographics tied to protected classes.
Print, Signs & Outdoor Advertising: Include the logo at a readable size on yard signs, billboards, flyers, and brochures.
Email & Direct Mail: Add the statement to email footers and marketing templates used for housing or financing promotions.
Staff Training: Train all marketing, sales, and lending staff on these rules at least annually and whenever new campaigns launch.
Review Process: Implement a pre-publication compliance checklist for every ad.
Recordkeeping: Keep copies of all advertisements and the dates/locations they ran.

Modern Digital Advertising Considerations

HUD has issued specific guidance on advertising through digital platforms. Algorithms and lookalike audiences can unintentionally exclude protected classes. Review HUD’s guidance and test your campaigns for unintended bias. When in doubt, broaden targeting and rely on the required logo and neutral, property-focused language.

Common Mistakes to Avoid

Omitting the Equal Housing Opportunity logo or statement entirely.
Using language that suggests preferences (e.g., “perfect for young professionals,” “executive neighborhood,” “no children,” “Christian home,” or similar coded phrases).
Selective application of the logo only on certain ads or properties.
Using non-diverse or exclusionary imagery.
Failing to update older ads or templates that pre-date current requirements.

How to Download the Official VA Advertising Guidelines?

Primary source: VA Advertising Guidelines for Fair Housing (PDF)

This is the official VA document that details the requirements summarized in this article. It remains hosted and referenced by the Department of Veterans Affairs for program participants.

Additional Trusted Resources

Reporting Suspected Discrimination

If you believe housing or lending advertising violates the Fair Housing Act, you can file a complaint with HUD’s Office of Fair Housing and Equal Opportunity. VA borrowers who experience discrimination during the loan process may also contact their VA regional loan center or submit documentation using appropriate VA forms.

HUD complaint portal: File a Fair Housing Complaint

Important Disclaimer

This article provides general information based on official VA and HUD sources current as of 2026. It is not legal advice. Advertising compliance requirements can be fact-specific and may be affected by updates to federal guidance or interpretations. Always consult your compliance officer, attorney, or the appropriate VA/HUD resources for advice tailored to your situation. Verify the most current versions of all forms and guidelines directly on official government websites.

By consistently applying the VA Advertising Guidelines for Fair Housing — including proper use of the Equal Housing Opportunity logo and statement — you help create a more inclusive housing market for veterans and all Americans.