Final answer:
Jean, a REALTOR®, must be careful when preparing ad copy to comply with fair housing laws and avoid legal repercussions for misleading ads monitored by the Federal Trade Commission (FTC). These measures prevent discrimination and ensure that all advertising claims are accurate and not fraudulent.
Step-by-step explanation:
One of the reasons Jean, a REALTOR®, needs to be careful when constructing her ad copy for a real estate listing is because she must comply with fair housing laws. This is of paramount importance as historical issues such as housing segregation and discriminatory practices by realtors and lenders have highlighted the need for strict adherence to these laws to prevent discrimination based on ethnicity or race. Moreover, the Federal Trade Commission (FTC) monitors advertising to ensure that factual claims about a product's performance are accurate and that any language or image used is not misleading or constitutes fraud, as per the caveat emptor principle.
While attracting more buyers and needing seller approval are also considerations in advertising, the implications of not complying with fair housing laws and the potential for legal repercussions for misleading ads are key reasons for a real estate professional to be cautious in their marketing strategies. The FTC's oversight in advertising means that businesses, including real estate, must ensure that their advertisements do not contain untrue facts and remain within the legal frameworks set forth to protect consumers and uphold market integrity.