S.C. Code Regs. § 65-246
Selective Use of Advertising Media or Content
Operative Text
The selective use of advertising media or content when particular combinations thereof are used exclusively with respect to various housing developments or sites can lead to discriminatory results and may indicate a violation of the Act. For example, the use of English language media alone or the exclusive use of media catering to the majority population in an area, when, in such area, there are also available non-English language or other minority media, may have discriminatory impact. Similarly, the selective use of human models in advertisements may have discriminatory impact. The following are examples of the selective use of advertisements which may be discriminatory: (1) Selective geographic advertisements. Such selective use may involve the strategic placement of billboards; brochure advertisements distributed within a limited geographic area by hand or in the mail; advertising in particular geographic coverage editions of major metropolitan newspapers or in newspapers of limited circulation which are mainly advertising vehicles for reaching a particular segment of the community; or displays or announcements available only in selected sales offices. (2) Selective use of equal opportunity slogan or logo. When placing advertisements, such selective use may involve placing the equal housing opportunity slogan or logo in advertising reaching some geographic areas, but not others, or with respect to some properties but not others. (3) Selective use of human models when conducting an advertising campaign. Selective advertising may involve an advertising campaign using human models primarily in media that cater to one racial or national origin segment of the population without a complementary advertising campaign that is directed to other groups. Another example may involve use of racially mixed models by a developer to advertise one development and not others. (4) Similar care must be exercised in advertising in publications or other media directed at one particular sex, or a person without children. Such selective advertising may involve the use of human models of members of members of only one sex, or of adults only, in displays, photographs or drawings to indicate preferences for one sex or the other, or for adults to the exclusion of children.
S.C. Code Regs. ch. 65 § 65-246 addresses how the selective or strategic use of advertising media and content in housing can produce discriminatory effects, even when no explicit discriminatory intent is present. The rule identifies several patterns — such as advertising only in English-language outlets when minority-language media exist, placing equal-opportunity logos only in some markets, or using human models that consistently represent only one racial, national-origin, or sex-based group — as examples that may indicate a violation of the Fair Housing Act. The provision applies to a wide range of advertising formats, including billboards, brochures, newspaper editions, and sales office displays.
Plain English — not legal advice.
Property owners and managers operating under S.C. Code Regs. ch. 65 § 65-246 generally ensure that their advertising programs reach a broad and representative audience rather than concentrating outreach in ways that could exclude protected groups. Compliant operators typically use a mix of media outlets — including non-English-language publications where available — and apply equal housing opportunity logos and slogans consistently across all properties and geographic markets. When human models appear in advertising materials, operators generally take care to reflect diversity across race, national origin, sex, and family status rather than directing different campaigns to different demographic segments.
General guidance for property managers — not legal advice for your specific situation. Consult an attorney for advice on your case.
S.C. Code Regs. ch. 65 § 65-246 recognizes that housing advertising practices can affect who learns about available units and who feels welcomed to apply, and that patterns of selective advertising may constitute a violation of fair housing law. Tenants or prospective renters who observe that a landlord's advertising appears to be systematically directed toward or away from particular racial, national-origin, sex, or family-status groups may have grounds to raise this as a fair housing concern. General enforcement paths include filing a complaint with the U.S. Department of Housing and Urban Development, contacting a local fair housing organization, or consulting a tenant-rights group familiar with South Carolina fair housing protections.
General guidance for tenants — not legal advice for your specific situation. Consult a tenant-rights organization or attorney for advice on your case.
Generated October 19, 2026 — auto-generated, not yet human-reviewed. See /transparency for methodology.
Effective Timeline
References Out
No outbound references recorded yet for this provision.
References In
No inbound references recorded yet for this provision.