On this page
A new launch landing page must identify you and your agency with five CEA particulars, describe the project and its prices accurately, follow CEA's rules for projects not yet approved for sale, load cleanly for Google's ad crawler, and collect enquiries with PDPA consent. The checklist below covers each rule and where it comes from.
What agent and agency details must the page show?
Every online advertisement by a salesperson must state five particulars, according to CEA's Practice Guidelines on Ethical Advertising.1 The guidelines cover "website/internet posting, online advertising, short messaging services (SMS), social media", so a landing page you send ad traffic to is included.
| Particular | What to show |
|---|---|
| Your name | As it appears in the CEA Public Register |
| Your registration number | Labelled "Salesperson Registration Number" or "CEA Registration Number" |
| Your contact number | The number registered with CEA |
| Your agency's name | As licensed |
| Your agency's licence number | Labelled "Estate Agent Licence Number" or "CEA Licence Number" |
Put these where a visitor sees them without hunting, such as in the header or beside the enquiry form, and repeat them in the footer. Your agency must vet your advertising before it is published,1 so build in time for your Key Executive Officer to review the page before your campaign starts.
A senior officer of a licensed estate agency. Under PG 2/2011, KEOs are responsible for ensuring their salespersons' advertisements comply with CEA's requirements.
Can you advertise a project before it is approved for sale?
Yes, but with clear limits. CEA's circular PC 04-13 says such advertising "must not imply or mislead that the projects have been approved for sale".2 In practice:
- State the status prominently. CEA gives examples of the text it expects:
"Text such as 'pending approval for sale', and 'seeking indication of interest' should be prominently indicated in the advertisement." (CEA, PC 04-13)2
- Remove words that suggest sales have started. The circular names "New Launch", "Register for VVIP Preview", "Sales Team" and "Sales Hotline".2
- Do not collect cheques or conduct sales until approval is granted.2
Once the project is approved for sale, update the page the same day. CEA also expects online advertisements to be kept current and removed "as soon as is practicable" once the units are no longer available or your agency agreement ends.1
What can you say about prices, discounts and returns?
You can quote prices and promotions, but every figure must be accurate and complete.
- Prices and developer benefits. Advertising must contain "accurate information on the transaction price and direct and indirect benefits offered by the developer", such as early-bird discounts, stamp duty reimbursements or furniture vouchers.3 Breaches can lead to a financial penalty of up to S$75,000 and suspension or revocation of registration.3
- Promotions. All terms and conditions of a promotion or guarantee must be disclosed upfront.1
- Returns and yields. If you state rental yields, returns or capital gains, you must give the basis and a credible source, define your terms and state the time period of any past data.1
- Market claims. Claims about market trends or forecasts must be backed by statistics from reliable sources, such as a government agency's reports.1
- Floor areas. Floor area figures must not be inaccurate, false or misleading; use the developer's figures.4
- Images. Artist's impressions and photos used for illustration need a qualifier next to them.1 Using the developer's logos and images must also respect intellectual property law.1
- Titles. Avoid "Expert", "Specialist" or "King of [area]". CEA names these as dubious or misleading phrases.1
This checklist summarises published CEA, Google and PDPC guidance as of 30 Oct 2026. It is general information, not legal or financial advice. Check the current documents and your agency's own rules before you publish.
What does Google Ads check on your landing page?
Google Ads disapproves ads whose landing pages break its destination requirements.5 The three it lists are:
- Destination not working. The page must load without errors, including for Google's AdsBot crawler on common devices.5
- Destination mismatch. The domain in your ad's display URL must match where people land, and the final URL must not redirect to a different domain.5
- Destination not crawlable. Google requires "that your ad destination and contents are crawlable by Google AdsBot web crawlers", so do not block AdsBot in robots.txt or hide the page behind a login.5
Google says violations of this policy will not lead to account suspension without a warning at least 7 days beforehand.5 Separately, Google rates your landing page experience: how relevant and useful the page is to people who click your ad.6 A page about the exact project in your ad, with its real details, scores better than a generic agency home page. If an account has already been suspended, see our guide to what to do when your Google Ads account is suspended and the common suspension reasons for property ads.
What must your enquiry form do under the PDPA?
Your form collects personal data, so two PDPA obligations apply before anyone presses Submit.7
- Notify the purpose. Tell people what you will use their details for "on or before" you collect them, for example in one line above the button and in a linked privacy notice.7
- Get consent. You must have the person's consent to collect and use their data for that purpose.7
Following up by phone or text adds the Do Not Call rules. Before sending a marketing message to a Singapore number, you must check the number against the DNC Registry within the prescribed 21 days, unless you hold "clear and unambiguous consent in evidential form".8 The PDPC's own examples show what works: a form with checkboxes for receiving offers by phone or SMS, placed directly above the Submit button, counts as clear and unambiguous consent when the person ticks them. A vague clause such as "you consent to the use of your personal data for marketing purposes" is not specific enough.8 Each marketing message must also identify you and say how to reach you.8
The complete checklist
| Check | Rule | Source |
|---|---|---|
| Name, registration number and registered phone shown | Required on online ads | CEA PG 2/20111 |
| Agency name and licence number shown | Required on online ads | CEA PG 2/20111 |
| Agency has vetted the page | Required before publishing | CEA PG 2/20111 |
| "Pending approval for sale" shown if not yet approved | Required; no "New Launch" or "Sales Hotline" | CEA PC 04-132 |
| Prices, discounts and developer benefits accurate | Required | CEA PC 02-153 |
| Returns or yields show basis, source and period | Required if stated | CEA PG 2/20111 |
| Floor areas match developer information | Required | CEA PC 02-144 |
| Illustrations labelled as such | Required | CEA PG 2/20111 |
| Page loads for AdsBot, same domain as the ad, no blocking | Required for ads to run | Google Ads5 |
| Page content matches the ad and the project | Improves landing page experience | Google Ads6 |
| Purpose stated before the form is submitted | Required | PDPA, PDPC guidance7 |
| Phone and SMS consent checkboxes above Submit, or a DNC check within 21 days | Required before marketing calls or texts | PDPC DNC guidance8 |
| Page updated or removed when the status changes | Required | CEA PG 2/20111 |
The New Launch Website Builder builds project pages for Google Ads campaigns. Project content is pulled automatically from your agency database, and the builder includes an integrated CRM with CEA screening. Property Ecosystem adds OTP verification, so an enquiry is marked verified only after the buyer confirms their number. You and your agency remain responsible for the final content of your page.
Frequently asked questions
Does a landing page count as an advertisement under CEA's rules?
Yes. CEA's Practice Guidelines on Ethical Advertising apply to "website/internet posting, online advertising, short messaging services (SMS), social media etc.", so a page you promote with ads must carry the required particulars and meet the content rules.1
Can I use the words "New Launch" before the project is approved for sale?
No. CEA's circular PC 04-13 lists "New Launch", "Register for VVIP Preview", "Sales Team" and "Sales Hotline" as words that must not appear in advertisements for projects not yet approved for sale. Use wording such as "pending approval for sale" or "seeking indication of interest" instead.2
Can I show expected rental yields on my page?
Only with the basis and a credible source for the figure, definitions of the terms you use, and the time period of any past data.1 Many agents leave yields off landing pages entirely and discuss them one to one, with sources.
How long is a Do Not Call check valid?
The PDPC's guidelines prescribe 21 days: you must have checked the number with the DNC Registry within 21 days before sending a marketing call or text, unless you hold clear and unambiguous consent in evidential form.8
What happens if my landing page breaks Google's destination rules?
Google disapproves the affected ads. It says violations of the destination requirements policy will not lead to account suspension without prior warning, given at least 7 days before any suspension.5
Sources
- Council for Estate Agencies, Practice Guidelines on Ethical Advertising PG 2/2011, version 2.0, issued 29 Jun 2011, revised 10 Dec 2020.
- Council for Estate Agencies, Practice Circular PC 04-13: Marketing of development projects where approval for sale has not been granted, Jun 2013.
- Council for Estate Agencies, Practice Circular PC 02-15: Accurate information on transaction price and developer benefits, 19 May 2015.
- Council for Estate Agencies, Practice Circular PC 02-14: Floor area information in new developments, 5 Mar 2014.
- Google Ads Help, Destination requirements, accessed 30 Oct 2026.
- Google Ads Help, Landing page experience: definition, accessed 30 Oct 2026.
- Personal Data Protection Commission, Advisory Guidelines on Key Concepts in the PDPA, revised 29 Apr 2026.
- Personal Data Protection Commission, Advisory Guidelines on the Do Not Call Provisions, revised 1 Feb 2021.
The ProjectSG team writes about Google Ads, lead generation and new launch marketing for Singapore property agents, drawing on campaigns we run every day.
Researched and drafted with AI assistance, then fact-checked and approved by a named ProjectSG reviewer before publishing. Last updated 30 Oct 2026. Read our editorial policy. Spotted an error? Email info@project.sg.
