If your sales video or social post shows an asking price, treat it as an advert that must carry material information. Since 6 April 2025 the Digital Markets, Competition and Consumers Act 2024 (DMCCA) has made it automatically unfair to leave material information out of an "invitation to purchase", and the Competition and Markets Authority (CMA) lists a social media post as one example of where an invitation to purchase can appear.
A 30-second Reel cannot hold everything a buyer needs. The CMA accepts that, and says a link or QR code can be how you provide the rest. What you put on screen, and where the link goes, is now the practical question for every priced property video.
The detailed NTSELAT guidance that agents worked from (Parts A, B and C) has been withdrawn, and the government's replacement had not been published when we checked on 30 October 2026. This guide covers what the law says now, what the old guidance listed, what is coming, and a checklist for a sales video.
Material information under the DMCCA since 6 April 2025
The unfair commercial practices rules in the DMCCA apply from 6 April 2025. They replaced the CPRs, the regulations agents worked under before. The CMA explains the new rules in Unfair commercial practices (CMA207), last updated 18 November 2025. The points that matter most for property marketing:
- Leaving material information out of an invitation to purchase is automatically unfair. Under the CPRs, you could argue the omission did not change the buyer's decision. For an invitation to purchase, that argument is gone.
- Drip pricing is banned. Show the full price a buyer will pay at the start.
- Civil penalties apply. They can reach the higher of £300,000 or 10% of worldwide turnover.
- There are 32 banned practices. The CMA illustrates one of them with an estate agent lying about local sales prices, so any claim in a video about what nearby homes sold for must be true.
Is a property video or social post an invitation to purchase
CMA207's examples of an invitation to purchase include "an advertisement of a product on TV, radio or in a social media post". An advert with no price is not an invitation to purchase, although the general misleading-omissions test still applies to it.
Our reading is that a Reel, TikTok or Facebook video that shows the asking price is probably an invitation to purchase. No regulator has said this about property videos specifically, so treat it as an inference from CMA207. The safe approach is to plan every priced video as if the stricter rule applies.
A teaser with no price falls under the general test. That still means you must not leave out or obscure information in a way that misleads. Linking to the full listing is the simplest protection for both kinds of post.
Using a link or QR code when the medium is limited
CMA207 says the limits of the medium (space, time or functionality) are taken into account, and that a hyperlink or QR code can be how the missing information is provided. For property video, that suggests a three-layer approach:
- On screen: the facts a buyer needs before deciding to look further, such as price, tenure, council tax band, EPC rating and bedrooms.
- In the caption or description: a working link to the full listing, wherever the platform allows one.
- On the end card: a QR code to the same page, for videos played on a screen in your window, at an event or anywhere a tap is not possible.
Point the link and the QR code at the property's own listing page, so the buyer lands directly on the information. A link to your homepage or a general search page makes the buyer hunt for it. The withdrawn NTSELAT guidance took a similar line: where space was limited, the listing had to say where the information could be found.
Material information Parts A, B and C from Trading Standards
NTSELAT's material information guidance (Parts A, B and C) "has been withdrawn" because the CPRs it was based on were superseded by the DMCCA. That wording appears on NTSELAT's page as archived on 21 June 2025. Propertymark reported the withdrawal date as 8 May 2025; we could not confirm that date from NTSELAT itself. The live NTSELAT page now only notes that MHCLG announced homebuying sales packs in June 2026.
The guidance (version 1.0, November 2023) is withdrawn, but its lists are still a useful reference for what buyers need, and most of its categories reappear in the MHCLG consultation described below.
| Part | What it covered |
|---|---|
| A (always material) | Council tax band or domestic rates, asking price, tenure. For leasehold, ground rent and its review period, service charge and length of lease. The EPC rating "should be included". |
| B | Physical characteristics and construction, number and types of rooms, utilities (electricity, water, sewerage, heating, broadband, mobile signal), parking. |
| C | Building safety, restrictions and rights, flood and erosion risk, planning, accessibility and adaptations, coalfield or mining area. |
It applied to "all residential property listings", including portals, agents' own sites, third-party sites and print. Part A belonged on the first page, and Parts B and C no more than one click away. It did not mention video or social media by name.
What MHCLG has said is coming
MHCLG consulted on material information in property listings from 6 October to 29 December 2025. The proposed categories were:
- price, council tax, and tenure including lease time remaining
- ground rent and service charges
- utilities, broadband and mobile
- property type, rooms, parking and accessibility
- rights and easements, restrictions and planning
- flood risk, coastal erosion and coalfield
- construction and building safety
- defects such as damp, subsidence, asbestos and knotweed
Sales come first, with lettings to follow "at a later stage".
The government's response, published on 19 June 2026 as the home buying and selling reform roadmap, set out three steps. Non-statutory guidance explaining the existing DMCCA duties is listed under "Now (in 2026)". The response also describes work on a standardised data collection form. In future, sales packs will be required before a property is listed.
That guidance had not been published when we checked on 30 October 2026. Until it appears, the DMCCA and CMA207 are the rules you are judged against. The withdrawn NTSELAT lists and the consultation categories are the most practical guide to what counts as material for a home.
Material information checklist for a sales video
Use this before you publish any sales video or social post that shows a price.
- Show the asking price exactly as it appears on the portals.
- Show the tenure on screen. For leasehold, give the lease length remaining, the ground rent and its review period, and the service charge, or say on screen where to find them.
- Show the council tax band, or domestic rates where they apply.
- Show the EPC rating.
- State the property type and the number and types of rooms.
- Mention parking.
- Put a working link to the full listing in the caption or description. That page should cover utilities, broadband, mobile signal and the Part C topics.
- If the property has a known issue (flood risk, building safety work, restrictions, planning, a coalfield location, or a defect such as damp or subsidence), mention it in the video or add an on-screen note that points to the link.
- Do not frame shots or edit footage to hide a defect. The withdrawn guidance said photography "should not be used to avoid disclosing" material detail, and the same reasoning applies to video.
- Check every claim about local sale prices or demand against real data.
- Add a QR code to the end card if the video will be shown away from the platform.
- Update or remove the video when the price or any fact shown in it changes.
For a teaser with no price, items 7, 9 and 10 still apply.
This guide explains the published rules as of 30 October 2026 and is not legal advice.