Short answer: describe the property, not the people. Under the Fair Housing Act, 42 U.S.C. §3604(c), an ad can't state or imply a preference, limitation or discrimination based on race, color, religion, sex, disability, familial status or national origin. Many states and cities protect more classes, such as source of income, age, marital status, sexual orientation and gender identity.
Sources this list is based on
- Fair Housing Act §804(c), 42 U.S.C. §3604(c)
- HUD regulation 24 CFR §100.75 (discriminatory advertisements)
- HUD Advertising Guidelines (former 24 CFR Part 109), still widely used as a reference
- HUD "Achtenberg memo," Jan. 9, 1995, which says terms like "master bedroom," "family room," "quiet streets" and "walk to bus stop" are not violations
Red / yellow word list with safer rewrites
RED means rewrite before publishing. YELLOW is context-dependent: rewrite it, or keep it only if it's purely factual property information.
| Phrase | Level | Class | Safer rewrite |
|---|---|---|---|
| no children | RED | Familial status | Describe the space: "four bedrooms plus a bonus room" |
| no kids | RED | Familial status | Describe the space instead |
| adults only | RED | Familial status | Remove (unless legally qualified 55+/62+ housing) |
| young family | RED | Familial status | "four bedrooms plus a bonus room and a fenced backyard" |
| growing family | RED | Familial status | "four bedrooms plus a bonus room and a fenced backyard" |
| empty nesters | RED | Familial status | "single-level living with the primary suite on the main floor" |
| empty-nesters | RED | Familial status | "single-level living with the primary suite on the main floor" |
| great for singles | RED | Familial status | Describe the space |
| couples only | RED | Familial status | Remove |
| mature persons | RED | Familial status | Remove |
| family-friendly | YELLOW | Familial status | "community playground and pool," "quiet street" |
| family friendly | YELLOW | Familial status | "community playground and pool," "quiet street" |
| kid-friendly | YELLOW | Familial status | "fenced yard," "community playground" |
| kid friendly | YELLOW | Familial status | "fenced yard," "community playground" |
| young couple | YELLOW | Familial status | Describe the home's size and features |
| retirement-ready | YELLOW | Familial status | "single-level living with primary on main" |
| retirees | YELLOW | Age (state/local) | Describe the space and its features |
| young professionals | YELLOW | Age (state/local) | Describe the space and its features |
| newlyweds | YELLOW | Marital status (state/local) | Describe the space |
| family-oriented | YELLOW | Steering | "community pool, trails and clubhouse" |
| white neighborhood | RED | Race/color | Remove; describe amenities and named places |
| hispanic | RED | National origin | Remove descriptions of residents |
| asian community | RED | National origin | Remove descriptions of residents |
| english speakers | RED | National origin | Remove |
| ethnic | YELLOW | Race/national origin | "tree-lined streets," "1950s ranch homes" |
| integrated | YELLOW | Race | Describe architecture, amenities, named places |
| diverse | YELLOW | Race/national origin | Describe the property instead |
| exclusive | YELLOW | Steering | "gated community with clubhouse" (if factual) |
| restricted | YELLOW | Steering | Remove or state the specific factual restriction (e.g., HOA rule) |
| up-and-coming | YELLOW | Steering | "newer construction nearby" |
| gentrifying | YELLOW | Steering | Remove |
| christian | RED | Religion | Remove |
| catholic | RED | Religion | Remove |
| jewish | RED | Religion | Remove |
| muslim | RED | Religion | Remove |
| faith-based community | RED | Religion | Remove |
| near the parish | YELLOW | Religion | Use a neutral landmark: "near [street/park]" |
| walk to church | YELLOW | Religion | Use a neutral landmark |
| perfect for a bachelor | RED | Sex | Remove |
| single woman | RED | Sex | Remove |
| men only | RED | Sex | Remove |
| women only | RED | Sex | Remove |
| man cave | YELLOW | Sex | "flex room" |
| she shed | YELLOW | Sex | "detached studio" |
| bachelor pad | YELLOW | Sex | "studio" / "one-bedroom" |
| his and hers | YELLOW | Sex | "dual walk-in closets" |
| no wheelchairs | RED | Disability | Describe features: "second-floor unit, stairs only" |
| able-bodied | RED | Disability | Describe features |
| must be able to climb stairs | RED | Disability | "second-floor unit, stairs only" |
| physically fit | RED | Disability | Describe features |
| not suitable for handicapped | RED | Disability | Describe features: "zero-step entry," "36-inch doorways" |
| handicapped | RED | Disability | Describe features: "accessible entry," "grab bars" |
| crippled | RED | Disability | Remove |
| mentally ill | RED | Disability | Remove |
| active buyers | YELLOW | Disability | Describe the amenity: "jogging trails" |
| fit right in | RED | Steering | Remove |
| people like you | RED | Steering | Remove |
| right kind of | RED | Steering | Remove |
| safe neighborhood | YELLOW | Steering | "quiet cul-de-sac street with sidewalks"; don't make safety claims |
| safe area | YELLOW | Steering | Don't make safety claims |
| low crime | YELLOW | Steering | Don't make safety claims; point buyers to official sources |
| crime-free | YELLOW | Steering | Don't make safety claims |
| good area | YELLOW | Steering | Name specific amenities/places |
| nice people | YELLOW | Steering | Remove |
| great schools | YELLOW | Steering | "Zoned for [School], per [District]. Buyer to verify." |
| best schools | YELLOW | Steering | "Zoned for [School], per [District]. Buyer to verify." |
| top-rated schools | YELLOW | Steering | "Zoned for [School], per [District]. Buyer to verify." |
| good schools | YELLOW | Steering | "Zoned for [School], per [District]. Buyer to verify." |
| private community | YELLOW | Steering | "gated community" (if factual) |
| stable neighborhood | YELLOW | Steering | Describe the property |
| good side of town | YELLOW | Steering | Remove |
| no section 8 | RED | Source of income (state/local) | Remove income-source language |
| no vouchers | RED | Source of income (state/local) | Remove income-source language |
Generally fine (per HUD's 1995 memo)
"Family room," "master bedroom" (many MLSs now prefer "primary bedroom"), "mother-in-law suite," "walk-in closets," "quiet streets," "desirable neighborhood," "walk to bus stop," and accessibility features like "grab bars" or "zero-step entry."
Quick rewrites
- "Perfect for a growing family" → "Four bedrooms plus a bonus room and a fenced backyard"
- "Ideal for empty nesters" → "Single-level living with the primary suite on the main floor"
- "Safe, quiet neighborhood" → "Quiet cul-de-sac street with sidewalks"
- "Great schools!" → "Zoned for [School], per [District]. Buyer to verify."
- "Walking distance to St. Mark's" → "Half a mile to [named park / Main Street shops]"
Check your listing with the free checker
Not legal advice. Federal baseline only. Check your state and local laws, your MLS rules and your brokerage policy. HUD withdrew its 2024 guidance on AI ad targeting effective Sept. 17, 2025, but the Fair Housing Act itself hasn't changed, and AI-written copy is held to the same standard.