The term MLS has come to have different meanings in our industry. There was a time when consumers did not really know what an MLS was or anything about the services provided by one. All that has changed in recent years and now the term MLS is widely used, and not always accurately. In some cases, agents have started using the term MLS in their URLs, or website addresses. This can lead consumers to the assumption that these websites belong to the MLS instead of a real estate agent.

The National Association of REALTORS^® has recognized the need for additional clarification on the uses of the term MLS. As a result, the Code of Ethics has been updated to include a new Case Interpretation 12-20. Article 12 of the Code requires REALTORS^® to present a true picture in their advertising and other representations.
For further clarification, the MLS rules have been updated to include new Sections.

They are as follows:

 “Use of the Terms MLS and Multiple Listing Service”
No MLS participant, subscriber or licensee affiliated with any participant shall, through the name of their firm, their URLs, their e-mail addresses, their website addresses, or in any other way represent, suggest, or imply that the individual or firm is an MLS, or that they operate an MLS. Participants, subscribers and licensees affiliated with participants shall not represent, suggest, or imply that consumers or others have direct access to MLS databases, or that consumers or others are able to search MLS databases available only to participants and subscribers. This does not prohibit participants and subscribers from representing that any information they are authorized under MLS rules to provide to clients or customers is available on their websites or otherwise.

Section 16.23

MLS participants’ firm websites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner. Websites of licensees affiliated with a participant’s firm shall disclose the firm’s name and the licensee’s state(s) of licensure in a reasonable and readily apparent manner. (Adopted 11/07)

 
Section 16.24
MLS participants shall present a true picture in their advertising and representations to the public, including the URLs and domain names they use, and participants may not:
1.  engage in deceptive or unauthorized framing of real estate brokerage websites;
2.  manipulate (e.g., presenting content developed by others) listing content in any way that produces a deceptive or misleading result; or
3.  deceptively use metatags, keywords or other devices/methods to direct, drive, or divert Internet traffic, or to otherwise mislead consumers.

Realcomp is in the process of updating the MLS Rules and Regulations to include these changes. They will be available through the Agent Menu on Realcomp Online^® in the next 30 days. Let me know if you have any questions or comments on these changes. I can be reached by phone at (248) 699.9120 or by email at kkage@corp.realcomp.com.n