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CEA launches web app to raise awareness on ethical real estate advertising

SINGAPORE – In an effort to provide Key Executive Officers (KEOs) of estate agents and real estate salespersons a better understanding of advertising guidelines, and for consumers to be more discerning when engaging a salesperson for property transactions, the Council for Estate Agencies (CEA) today (Oct 29) introduced a free e-learning web application for public use.

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SINGAPORE – In an effort to provide Key Executive Officers (KEOs) of estate agents and real estate salespersons a better understanding of advertising guidelines, and for consumers to be more discerning when engaging a salesperson for property transactions, the Council for Estate Agencies (CEA) today (Oct 29) introduced a free e-learning web application for public use.

The web application has 12 chapters featuring scenarios of ethical advertising such as on description and correct use of property, claims in advertisement, seeking owner’s consent and on different methods of advertising. It contains video-based comic strips and contain audio narration to engage viewers.

Mr Chan Kwok Cheong, deputy director in the policy and planning department of CEA said that they will consider developing more e-learning applications with other training providers in the future.

“In designing the app, we referred to real-life case studies to ensure that the scenarios presented were realistic and provided practical examples that the industry and consumers could use. As this is the first time that we are testing the e-learning method, we also sought ideas and inputs from the industry,” he said.

As advertising is a fundamental and key activity of estate agents and salespersons, the CEA said that the Practice Guidelines on Ethical Advertising was chosen as the first topic for the e-learning approach.

“CEA hopes that as salespersons develop a better understanding of the Guidelines, they would be able to facilitate property transactions smoothly,” the statement said.

The CEA highlighted that “complaints relating to advertising, such as misleading, missing or inaccurate information, have remained in the top three categories of complaints”, although complaints as a whole have decreased over the years.

The web application is hosted on the CEA website (www.cea.gov.sg) and can be accessed using browsers that support the Adobe Flash plug-in.

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