Illegal Rental Advertisement Language in Missouri: What Renters Should Know

If you’re looking for a home to rent in Missouri, it’s important to know that certain words and phrases in rental advertisements are illegal. These rules help protect renters from discrimination and ensure everyone has fair access to housing. Knowing what landlords can and cannot say in their ads can help you spot unfair practices and take action.

What Laws Govern Rental Advertising in Missouri?

In Missouri, rental advertising is governed by both federal and state laws to prevent housing discrimination. The main federal law is the Fair Housing Act, which makes it illegal to discriminate based on:

• Race or color
• National origin
• Religion
• Sex (including gender identity and sexual orientation)
• Familial status (having children under 18)
• Disability

In addition, Missouri’s Human Rights Act also covers these protected groups and is enforced by the Missouri Commission on Human Rights (MCHR).^[1][2]

What Kinds of Language Are Illegal in Rental Ads?

Landlords and property managers are not allowed to use words or phrases in advertisements that suggest a preference for or against people based on the protected classes mentioned above. This applies to all forms of advertising, including online listings, print ads, flyers, and rental signs.

• Stating or implying that a rental is only for a certain race or ethnicity.
• Using phrases such as "no children," or "adults only," which discriminate based on familial status.
• Making references to religion (e.g., "Christian home," "No Muslims").
• Advertising with statements like "English speakers only" or "must be able-bodied," which discriminate by national origin or disability.
• Suggesting a preference for a certain sex or gender (e.g., "Female preferred").

Even a subtle hint in the ad—like saying the unit is in a “safe Christian neighborhood”—can be considered discriminatory.

Examples of Illegal Ad Language

• “No kids” or “Mature adults only”
• “Perfect for singles” (if used to discourage families)
• “Hispanic neighborhood” or “Whites only”
• “Must be employed” (if used to screen out people with lawful income from disability benefits)

However, some wording is allowed if it describes the property’s features, such as “one-bedroom apartment” or “third-floor walk-up.”

How to Report Discriminatory Rental Ads

If you believe a rental advertisement in Missouri contains illegal language or discriminates against you, you have the right to file a complaint. The Missouri Commission on Human Rights (MCHR) is the official state agency that investigates these issues.

Relevant Form: Missouri Human Rights Complaint (Form MCHR-9)

• Form Name: Housing Discrimination Complaint Form (MCHR-9)
• When to Use: Use this form if you believe you’ve been discriminated against in housing—such as noticing a biased ad, being unfairly denied a rental, or other forms of differential treatment.
• How to Use: Complete and submit the form to the MCHR within 180 days of the alleged discrimination. It asks for details about the property, advertising, and specific discriminatory content you noticed.
• Download the official MCHR-9 form here

Once you file, the MCHR may investigate, contact the advertiser or landlord, and attempt to resolve the complaint.

What Happens After You File a Complaint?

After submitting the MCHR-9 form, the MCHR will:

• Review your complaint for completeness
• Contact you for any needed details
• Notify the landlord or advertiser
• Investigate the advertising and collect evidence
• Attempt to resolve the issue, which may result in correcting the ad, compensation, or changes to the owner’s practices

This process ensures that Missouri renters are given equal treatment and a fair chance when searching for a home.

Missouri Residential Tenancy Law and Enforcement

The key state law is the Missouri Human Rights Act (Chapter 213, RSMo). The primary state agency is the Missouri Commission on Human Rights, which handles matters related to rental advertising and fair housing.^[1][2]

FAQ: Rental Advertisement Discrimination in Missouri

Below are common questions, answered simply to help you take the next steps if you experience unfair treatment.

1. What kind of phrases should I watch out for in Missouri rental ads?
   Be wary of ads saying “no kids,” “single professionals only,” or statements about religion, national origin, or disability. These may indicate illegal discrimination.
2. Can a landlord specify a preferred age, sex, or religion in an ad?
   No. It is illegal under both state and federal law to state a preference or limitation related to age (except in senior housing), sex, or religion when renting properties.
3. What should I do if I see discriminatory language in an ad?
   Save a copy or screenshot of the ad and file a complaint with the Missouri Commission on Human Rights as soon as possible.
4. Do these laws apply to all landlords?
   Most landlords and property owners must follow these laws. Some exceptions apply for owner-occupied buildings with four units or less, but advertising discrimination is generally prohibited for all.

Key Takeaways for Renters

• Rental advertisements in Missouri cannot include language that discriminates based on race, color, national origin, religion, sex, familial status, or disability.
• If you see an ad that seems unfair, you can file a complaint using the official Housing Discrimination Complaint Form (MCHR-9).
• Missouri’s Commission on Human Rights is your official resource for help and information.

Need Help? Resources for Renters

• Missouri Commission on Human Rights (MCHR) – File complaints, get forms, and access housing information. Call: 573-751-3325 or email: human.rights@labor.mo.gov
• Download the Housing Discrimination Complaint Form (MCHR-9)
• U.S. Department of Housing and Urban Development – Fair Housing Overview
• For additional tenant help, visit Missouri Legal Services – Housing Resources

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1. Missouri Human Rights Act – Section 213.040
2. Missouri Commission on Human Rights – Rental Discrimination
3. U.S. Department of Housing and Urban Development – Fair Housing Laws

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