Equal Housing Logos & Language Requirements
According to the FFIEC Social Media Guidance, social media sites are considered an advertising medium and, as such, the Fair Housing Act (FHA) prohibitions related to discrimination apply. Signal to regulators that you are aware of, and compliant with, these prohibitions is by clearly and prominently displaying the Equal Housing logo.
The Truth About Machine Learning & Artificial Intelligence
Many companies tout the use of Machine Learning and AI simply for the marketing buzz it provides but fail to describe how you will actually benefit from those technologies. At ActiveComply, our technology helps you meet FHA requirements by ensuring your profiles are up to snuff.
How ActiveComply Uses Machine Learning for Social Media Monitoring
Our Machine Learning algorithm has been trained to find logos by running thousands of cover photos through the algorithm and teaching it how to detect the it. Think of the small Equal Housing logo in the lower right corner of the cover photo. We have nearly 100% accuracy for finding it using Machine Learning. This accuracy paired with the efficiency of AI is superior to conducting this task manually.
Biography and About Sections
We also review your “About” and “Bio” sections of social media profiles to be sure Equal Housing Lender or Equal Housing Opportunity language is included, especially when the logo isn't found in the cover photo. This means you are getting accurate and full coverage, an approach that ensures your loan officers are meeting the requirements of this regulation.
Equal Housing Lender vs. Equal Housing Opportunity
The Fair Housing Act of 1968 outlines that all advertising must be nondiscriminatory in nature, without regard to race, color, religion, national origin, sex, handicap, or familial status. To ensure this is portrayed properly to consumers, the Fair Housing Act states that this requirement may be satisfied by using the verbiage Equal Housing Opportunity or Equal Housing Lender/Equal Opportunity Lender, or their respective logos below. It is important to note that these terms are not interchangeable and are used for specific institution types: institutions primarily governed by HUD will use EHO, while institutions primarily governed by the FDIC will use EHL/EOL. Ensure the proper logos or verbiage are displayed on all social media profiles or included in a profile's cover photo through ActiveComply.