Advertising a let after 1 May 2026: asking rent, the bidding ban and rent in advance
Adverts need an asking rent, bidding is banned, rent can't be taken before signing and 'no DSS' is unlawful. What letting agents must change.
Marketing a rental property in England changed on 1 May 2026. The Renters' Rights Act ended rental bidding, limited rent in advance and made blanket bans on tenants with children or on benefits unlawful.
These rules land on negotiators and advert templates, not just on landlords. Here is what changed and what to update in your agency. Checked against gov.uk on 16 September 2026.
What changed
| Area | The rule now |
|---|---|
| Asking rent | Every written advert or offer must include a specific price |
| Bidding | You cannot ask for, encourage or accept offers above the advertised rent |
| Rent before signing | No rent can be requested or accepted before the tenancy agreement is signed |
| Rent between signing and move-in | Up to one month's rent (or 28 days for rental periods shorter than a month) |
| Discrimination | Unlawful to discriminate against tenants with children or who receive benefits |
| Coming next | Landlord registration numbers on adverts |
The rental bidding ban
Bidding wars were common in busy markets. They are now banned. A landlord must publish an asking rent and cannot ask for, encourage or accept bids above it. For an agency, that covers more than the portal listing:
- Adverts on portals, your website and social media need a single, specific rent. No "offers over" and no ranges.
- Negotiators cannot hint that others are offering more, or invite best and final offers above the asking rent.
- Offer forms should not have a box inviting a higher rent.
When there are several applicants at the asking rent, choose on the things you are allowed to use, such as referencing, affordability and move-in dates, and apply the same criteria to everyone.
Rent in advance
Large upfront rent payments are gone:
- Nothing before the tenancy agreement is signed.
- After signing and before the tenancy starts, up to one month's rent (or 28 days' rent for tenancies with rental periods shorter than a month).
For applicants who previously would have "paid six months up front" to strengthen a weak reference, look at other routes, such as a guarantor, rather than rent in advance.
Holding deposits
The Tenant Fees Act still limits holding deposits to one week's rent, with rules on when they must be returned. Build the one-week cap into your offer process and diary the deadline for a decision.
No blanket bans on children or benefits
It is unlawful to discriminate against tenants because they have children or receive benefits. gov.uk describes the kinds of conduct covered, including withholding information about a property, preventing someone from viewing it, or refusing a tenancy on those grounds.
Check that:
- adverts do not say "no DSS", "no benefits" or "no children"
- negotiators do not screen people out on those grounds when they call
- landlord instructions that ask for such a ban are declined, in writing
Landlords can still check affordability and references, applied the same way to every applicant.
Registration numbers on adverts
Landlord registration opens on 15 December 2026, region by region. The government has said letting agents and landlords will need to include registration numbers on adverts. Add a field for it to your advert template now. See what landlord registration means for letting agents.
Penalties
gov.uk guidance lists civil penalties of up to £7,000 for breaches such as discrimination, with higher penalties for repeated or continuing breaches. Because agents act for landlords, the agency's own adverts and emails are part of the risk.
A checklist for your marketing process
- Asking rent on every advert, in every channel
- Remove "offers over", ranges and best-and-final wording
- Update offer forms so there is no field for a higher rent
- No rent requested before signing; at most one month between signing and move-in
- Holding deposit capped at one week's rent
- Remove "no DSS", "no benefits" and "no children" from all templates
- Written, consistent criteria for choosing between applicants
- A registration number field ready on advert templates
Managing enquiries fairly
Consistency is easier when every enquiry, viewing and offer is recorded the same way. Letfold tracks enquiries, applicants, viewings and offers through to let agreed, so you can show who applied, when, and why an offer was chosen. For the wider changes, read our Renters' Rights Act guide for letting agents.
Frequently asked questions
Is rental bidding banned in England?
Yes. Since 1 May 2026, landlords and agents must publish an asking rent and cannot ask for, encourage or accept offers above it.
How much rent can be taken in advance now?
None before the tenancy agreement is signed, and up to one month's rent between signing and the start of the tenancy.
Can an advert say "no DSS"?
No. Discriminating against tenants who receive benefits, or who have children, is unlawful.
Can a landlord still check affordability?
Yes, as long as the same checks are applied to every applicant.
Sources
Checked on 16 September 2026:
- Renters' Rights Act: information for landlords (gov.uk campaign site)
- Renters' Rights Act overview for tenants (gov.uk)
- Rental discrimination under the Renters' Rights Act 2025 (gov.uk)
- Tenant Fees Act amended by the Renters' Rights Act 2025 (gov.uk)
- Stronger protections and greater confidence for renters, 9 September 2026 (gov.uk)
This article is general information, not legal advice.
Run your lettings in one place
Properties, tenancies, rent, repairs and compliance reminders, with portals for tenants, landlords and contractors.
Start your 30-day free trial