Danish consumer group calls for stricter rules on real estate ads on social media

Danish real estate sales have shifted to Instagram and TikTok, but key property details are often missing from listings, consumer advocacy group Forbrugerrådet Tænk warns, according to a report by public broadcaster DR.

The group is pushing for clearer legal requirements on what information real estate agents must disclose when advertising properties on social platforms. Currently, listings on sites like Instagram often lack basic details such as price, size, or how long a property has been on the market—information that only becomes available after potential buyers contact the agent.

“Agents aren’t doing anything wrong by using social media—it has many positive aspects,” said Jakob Steenstrup, senior legal advisor at Forbrugerrådet Tænk. “But consumers need accurate information, and that’s where things fall short. The market has become harder to navigate, making it difficult to gauge supply and pricing.”

Under current Danish law, formal property listings on agent websites or platforms like Boligsiden must include a sales prospectus with mandatory details such as price, energy rating, and ownership costs. However, “off-market” listings—including many social media posts—are exempt from these transparency rules, though agents must still provide accurate information to serious buyers.

The Danish Association of Estate Agents (Dansk Ejendomsmæglerforening) also supports clearer guidelines. “Agents often view social media posts as teasers rather than formal ads, leaving uncertainty about what must be disclosed,” said Anders Palmkvist, the association’s legal director. “We represent 95% of Danish agents, and they want to comply—so we welcome clearer rules.”

Ellen Emilie Mindegaard-Müllertz, a lawmaker with the centrist Moderaterne party, agreed that regulations may need updating. “Social media marketing is fine, but never at the expense of consumer protection,” she said. “Buying a home is a major decision and must be based on full information, even in a fast-moving market.”