Describe the property, never the people. The California word list, by topic.
Leasing Campaigns · Redlands, CA · October 2026 · 6 min read
Research, not legal advice. Rules change. Check the current law, or ask a California fair housing attorney, before you rely on this.
There's no official list of approved words. But every industry list agrees on one rule: describe the property, never the people. Here's the California version, by topic.
Families and age
Use it"2 bedroom," "playground," "quiet hours 10 p.m. to 7 a.m."
Describes the home and rules for everyone.
Use caution"Great for families," "ideal for students"
Can read as "not for singles" or "no families." Name the feature instead: "playground," "near campus."
Avoid"Perfect for young professionals," "adults only," "no kids"
Signals age or no children. Age is protected in California housing.
Disability and animals
Use it"Elevator," "step-free entry," "roll-in shower"
Describing accessibility is lawful and encouraged.
Use caution"No pets"
Allowed, but add: "Assistance animals are not pets and are welcome."
Avoid"No wheelchairs," "must climb stairs," "no emotional support animals"
Disability exclusion. Say "3rd-floor unit, no elevator" if you need to describe the unit.
Income and vouchers
Use it"Section 8 welcome," "We accept all lawful sources of income"
The language California's Civil Rights Department now asks for.
Use caution"Must earn 3x rent"
Add "all lawful income counted," and apply the ratio to a voucher holder's share only.
Avoid"No Section 8," "employed only," "W-2 income only"
Source of income is protected in California. This is the most-enforced ad mistake in the state.
Neighborhood and safety
Use it"Controlled-access entry," "gated parking," "on-site staff"
Describes features.
Use caution"Safe neighborhood," "private community," "exclusive"
Old code words on avoid lists. Describe the feature instead.
Avoid"English only," "U.S. citizens only"
National-origin and immigration limits. California bans asking about immigration status.
Photos and targeting
Use itProperty-only photos, or a varied cast across the whole campaign
Lowest risk.
Use cautionDifferent-race model versions, letting the algorithm pick who sees which
Delivery systems can steer by race. Run identical creative to everyone.
AvoidTargeting or excluding by age, gender, ZIP, parents or language
Choosing who sees a housing ad is itself regulated.
A word list is a tool, not a safe harbor. When in doubt, describe the apartment and the amenities, and leave the people out.
