Monitoring Industry-led Guideline of Proper Distribution of Property Flyers at HDB Estates
Ministry of National DevelopmentSpeakers
Summary
This question concerns the monitoring of industry-led guidelines for property flyer distribution in HDB estates, which are set to take effect starting April 2026. Mr Yip Hon Weng enquired how the Ministry for National Development will assess the framework's impact and the criteria for considering future legislative measures. Minister Chee Hong Tat detailed a memorandum of understanding involving a “three strikes” penalty system for errant agents, including potential six-month suspensions. Estate agents must ensure flyers are not visible to the public, with the Singapore Institute of Estate Agents maintaining a central repository to track distribution breaches. Following the April 2026 rollout, the Council for Estate Agencies will monitor feedback and assess holistically whether further regulatory or legislative actions are required.
Transcript
19 Mr Yip Hon Weng asked the Minister for National Development with the industry-led guideline on distribution of property flyers in HDB estates taking effect from April 2026 (a) whether the Ministry intends to monitor its impact on HDB estate management and resident feedback; (b) if so, how; and (c) whether the Ministry has identified criteria under which it will consider legislative or regulatory measures if self-regulation proves insufficient.
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 Housing and Development Board (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.