The Council for Estate Agencies (CEA) is taking measures to stop aggressive marketing tactics by property agencies.

Practices such as erecting tents by the roadside and agents stopping cars to pass out fliers are being flagged as dangerous. Putting advertisement banners on public properties such as railings, trees or lamp posts are also not allowed.

The Straits Times reported Wednesday that CEA met with agency bosses last month to warn them that laws should not be infringed when marketing projects.

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Agents can only carry out these practices if they have permission from relevant authorities. However, permits for tents are unlikely to be easily obtained, agency heads told the English daily.

Property agents are required to comply with the CEA's Code of Ethics and Professional Client Care when working.

Building and Construction Authority (BCA) rules also state that all outdoor advertising must have a licence.

Property agency heads said it was difficult to juggle developers' expectations and abide by rules which may limit their marketing options.

They said CEA has previously verbally set out concerns on aggressive marketing and that the council seems to be clamping down more sharply on agents flouting laws.

A managing director said his agency had started working within the existing framework by erecting tents within the site compound. The agency also organised its marketing and sales efforts and was less of a nuisance to residents living nearby.

Industry insiders said such guidelines would let agencies come up with more professional marketing campaigns and improve their image.

However, some said clearer rules were needed to guide property agents as some were still confused about what they could do. For example, some were not sure whether fliers could be distributed in public places.

Fines, suspension, or revocation may be imposed on those found flouting the code. Such actions can be imposed by either BCA or the Land Transport Authority (LTA).

Recently, LTA asked ERA Realty to remove banners and a tent it was using to market condominium Sky Habitat.

paullim@sph.com.sg