Section 9: IDX & VOW Digital Display Policy
This article covers MLS Now Rules sections 9.1 through 9.11: 9.1 Overview, 9.2 Eligibility and Control, 9.3 Required Attribution, Disclosure, and Contact Information, 9.4 Prohibited Content and Uses, 9.5 Modification and Augmentation of Listing Content, 9.6 Refresh, Currency, and Accuracy, 9.7 Co-Mingling, Source Identification, and Search, 9.8 Scraping, Framing, and Redistribution, 9.9 Advertising, Leads, and Display Practices, 9.10 Monitoring and Audit, 9.11 VOW-Specific Rules.
9.1 Overview
MLS Now offers Internet Data Exchange (IDX) and Virtual Office Website (VOW) licenses to enable Participant-controlled online display and client access to MLS listing data. IDX provides broker-controlled public display; VOW provides password-protected access to registered consumers in a bona fide broker-consumer relationship.
MLS Now will provide RESO-compliant IDX and VOW data feeds, excluding confidential fields (e.g., showing instructions, security information, broker-only remarks).
Listing brokers must honor seller-written elections to withhold the listing or the property address from internet display. If the seller elects to withhold the address, omit the address from public syndication and IDX; if the seller elects to opt out of all internet display, the listing must be excluded from IDX display entirely. Opt-out forms must be retained for at least one year from the date of signature or the date of off-market, whichever is longer.
9.2 Eligibility and Control
Participants are eligible for IDX and VOW and may authorize affiliated Subscribers to operate displays subject to Participant supervision. The display must be under the actual control of the Participant or Subscriber (i.e., the ability to add, delete, and modify IDX/VOW pages and data; control of domain/subdomain or app).
Service fees and charges for IDX/VOW participation, data licensing, and vendor access are established by the MLS Now Board and published in fee schedules. Operators and vendors must execute MLS Now's standard data license and comply with its terms.
For agents to have the ability to display the IDX database on their personal website(s), they must have received and provided to the MLS a copy of the Broker's written authorization giving the agent permission to display the IDX data. The IDX application must be signed by the Broker and agent and be submitted to the MLS.
The brokerage firm name must be clearly identified in a readily visible color and typeface on every page where listings are displayed.
9.3 Required Attribution, Disclosure, and Contact Information
Each listing display must be clear so that a reasonable consumer understands: (a) the identity of the listing broker; (b) the identity of the advertising broker; and (c) the listing broker's email or phone (or agent's if supplied).
Each IDX/VOW display must disclose: (a) the information is for consumers' personal, non-commercial use; (b) it may not be used for any purpose other than to identify prospective properties for purchase or lease; (c) data is deemed reliable but not guaranteed; and (d) properties may no longer be available.
9.4 Prohibited Content and Uses
Do not display confidential fields intended only for Participants or violate fair housing, advertising, or other applicable laws.
Do not display or facilitate broker-to-broker, broker-to-agent, or blanket offers of compensation. Display of seller-paid concessions entered in designated concessions fields is permitted, provided they are not framed or used as compensation to a buyer representative.
Do not misrepresent the display as "the MLS," "Multiple Listing Service," or otherwise suggest the site/app is MLS Now.
9.5 Modification and Augmentation of Listing Content
Participants may not modify other brokers' listing content except: (a) to resize or reformat without changing content or context; (b) to correct manifest technical errors; or (c) to add consumer-facing badges/icons permitted by these Rules. Any permitted modification must not make the listing misleading.
Participants may augment their display of MLS data with applicable property information from other sources on the same webpage, provided the data supplied by MLS Now is clearly separated and the source of the other information is truthful and clearly identified in immediate proximity to the data.
9.6 Refresh, Currency, and Accuracy
IDX and VOW displays must refresh at least as frequently as daily.
Operators must maintain a means to receive and address accuracy complaints regarding any data the operator adds beyond MLS-supplied fields and must correct or remove false data upon determination.
Upon seller request conveyed by the listing broker within MLS Now's system, the site operator must disable display of AVMs and other features for that seller's listings.
9.7 Co-Mingling, Source Identification, and Search
When displaying listings from more than one MLS or non-MLS source, clearly identify the source for each listing.
Sites must provide a filter that allows users to limit to MLS Now listings or MLS-sourced listings.
A Participant must limit the number of listings viewed, retrieved, or downloaded to not more than 500 current listings and not more than 500 sold listings in response to any inquiry.
9.8 Scraping, Framing, and Redistribution
Do not frame other Participants' IDX displays without permission.
Do not redistribute raw IDX/VOW data to any third party, except to approved vendors under a written agreement for the operator's own display.
Take commercially reasonable steps to prohibit and impede scraping.
9.9 Advertising, Leads, and Display Practices
Paid advertising is permitted if it does not obscure required attribution, mislead consumers, or imply endorsement by the listing broker. Lead forms must not misrepresent the identity of the operator and must not route leads in a manner that implies the advertising broker is the listing broker.
Not all listings from the MLS must be displayed on the Participant's and/or Subscriber's IDX sites so long as any exclusions are based on objective criteria (e.g., type of property, listed price, or geographical location). Selection of listings displayed on any IDX site must be independently made by each Participant.
9.10 Monitoring and Audit
MLS Now may require implementation of monitoring code or other compliance mechanisms on IDX/VOW displays and may audit displays for compliance on reasonable notice. Operators must remedy noncompliance within the stated timelines.
MLS Now may suspend or terminate IDX/VOW data access for material breach of these Rules, failure to pay fees, or failure to cure violations within prescribed timelines, without limiting other remedies.
9.11 VOW-Specific Rules
VOW users must establish a broker-consumer relationship with the Participant or Subscriber, provide a valid email address and name, and receive a unique login/password prior to accessing VOW data.
The VOW must require users to agree to terms of use prohibiting scraping, redistribution, and unlawful activities.
IDX/VOW operators must employ commercially reasonable measures to prevent scraping, automated data extraction, credential sharing, and unauthorized access, including rate limiting, bot detection, and secure transport (HTTPS).
A Participant's VOW may not make available for search or display: (a) Expired or withdrawn listings; and (b) Sales price on sold data if the actual sales price of completed transactions is not accessible from public records.
A Participant must require that Registrants' passwords be reconfirmed or changed every 90 calendar days.
A Participant may display advertising and the identification of other entities ("co-branding") on any VOW the Participant operates or that is operated on their behalf. However, a Participant may not display deceptive or misleading advertising or co-branding. Co-branding will be presumed not to be deceptive or misleading if the Participant's logo and contact information is displayed in immediate conjunction with that of every other party.