Reason for Voluntary Approach to New Guideline on Property Flyers to HDB Homes

Mr Yip Hon Weng asked the Minister for National Development given that the new guideline on property flyers to HDB homes is implemented through an industry-led memorandum of understanding (MOU) (a) why a voluntary framework was preferred over statutory prohibition with defined penalties; (b) what policy considerations informed this choice; and (c) whether there will be a formal review to assess compliance across the sector, including smaller agencies not party to the MOU.

Mr Chee Hong Tat: The industry-led memorandum of understanding (MOU) between the Singapore Institute of Estate Agents (SIEA) and the five major estate agents (EAs) came about after the Council for Estate Agencies (CEA) engaged the industry in 2023 on the rising number of complaints about property flyers left on the doors of HDB homes. The MOU is a positive step and reflects the industry's readiness to take ownership by developing practical solutions to address the community's concerns over improper flyer distribution by property agents.

CEA supports this industry-led initiative, recognising that advertising using flyers is a common marketing practice across sectors, including among property agents. Under the MOU, flyers must be properly distributed without being visible to members of the public other than the intended recipient. EAs will adopt a "three strikes" penalty system on errant property agents who commit flyer distribution breaches, with the most severe penalty being a six-month suspension from distributing flyers to HDB homes. EAs are to update SIEA, who will keep a central repository of flyer distribution breaches committed by property agents. This industry-led framework allows EAs to promote responsible distribution practices while minimising unintended impact on agents' livelihoods.

After the commencement of this framework on 1 April 2026, CEA will monitor feedback and work with the industry to assess the situation holistically on whether further measures are required.