S.C. Code Regs. § 65-242

A. The Commission will review in evaluating compliance with the Act in connection with investigations of complaints alleging discriminatory housing practices involving advertising, the following criteria in making determinations as to whether there is reasonable cause to believe that a discriminatory housing practice has occurred or is about to occur:

(1) Advertising media. This rule provides criteria for use by advertising media in determining whether to accept and publish advertising regarding sales or rental transactions. Use of these criteria will be considered by the Commission in making determinations as to whether there is reasonable cause to believe that a discriminatory housing practice has occurred or is about to occur.

(2) Persons placing advertisements. A failure by persons placing advertisements to use the criteria contained in this part when found in connection with the investigation of a complaint alleging the making or use of discriminatory advertisements, will be considered by the Commission in making a determination of reasonable cause to believe that a discriminatory housing practice has occurred or is about to occur.

B. Affirmative advertising efforts. Nothing in this rule shall be construed to restrict advertising efforts designed to attract persons to dwellings who would not ordinarily be expected to apply, when such efforts are pursuant to an affirmative marketing program or undertaken to remedy the effects of prior discrimination in connection with the advertising or marketing of dwellings.