Unauthorized Promotion And Promoter Liability Under RERA: "Coming Soon" Is Still Advertising

Introduction

This article examines the order of the Real Estate Regulatory Authority (RERA), Bihar, imposing a monetary penalty on M/s Alphabet Infra Pvt. Ltd. for engaging in real estate marketing prior to obtaining statutory registration. The decision reiterates the Act's consumer‑protection purpose and the peremptory nature of the registration requirement before any advertisement, marketing, or offer for sale.

Factual Background

RERA initiated proceedings following a Show Cause Notice issued on 25 June 2025. The initiation stemmed from promotional materials relating the "One World, Brahmapura Railway Colony" project that appeared before the project's registration. The Authority treated the material as advertising within the Act's ambit, thereby implicating the prohibition on pre‑registration marketing.