Bhubaneswar: Akshay Moharana, a city-based software professional, nearly lost Rs 1 lakh after responding to a social media advertisement offering plots near the city outskirts at rates significantly below prevailing market prices. He says the seller insisted on an immediate token amount to secure the deal, but when he started asking for RERA (Real Estate (Regulation and Development) Act) registration and land records, the communication gradually stopped. Fortunately, he had not transferred the money, he said.But teacher Rajesh Babu was not fortunate enough. He paid an advance of Rs 50,000 for a residential plot after seeing an advertisement on social media recently. He said everything looked genuine, as the advertisement claimed approvals and promised rapid development of the area. It was only later that he found that the land details were inaccurate. Since the advertiser disappeared, he had nowhere to go except to file a police complaint, he said.Such fraudulent real estate advertisements on social media have exposed a major consumer protection gap, with many investors discovering that they cannot seek relief under the RERA after being duped by unregistered sellers operating online.Real estate experts said many of these advertisements for plots or flats are posted by entities that are neither registered promoters nor authorised real estate agents. Consequently, when investors transfer booking amounts or advance payments and later find that the project does not exist or lacks approvals, their options under RERA become limited.“Many homebuyers assume that the RERA protects every real estate transaction. In reality, if the advertiser is not a registered promoter and the project is not under the RERA, the buyer may have to pursue the matter through police, cybercrime authorities or civil courts. People should look for ‘RERA-registered’, instead of the term, ‘RERA-approved’,” said real estate expert Bimalendu Pradhan.Industry representatives said social media platforms have become a preferred tool for fraudsters because advertisements can be created and removed quickly, making it difficult for authorities to track offenders.“Unsuspecting buyers are being lured through attractive visuals and unrealistic pricing. The biggest problem is that people often verify the property only after making an initial payment. They should first check whether the project and promoter are registered, and whether the land has the required approvals,” said Swadesh Kumar Routray, chairman of CREDAI Odisha.Officials acknowledged that monitoring digital advertisements remains a challenge. A senior member of ORERA said the regulator can take action against unauthorised advertisements relating to projects under its jurisdiction, but tracking operators on social media requires greater coordination with cybercrime agencies and digital platforms.“People should verify the registration status of any project through the ORERA portal before making financial commitments. Investors should also be cautious about advertisements that promise unusually low prices or seek advance payments before providing proper documentation,” the official said.With online property marketing witnessing rapid growth, experts have called for stronger safeguards, including mandatory disclosure of the RERA registration numbers in digital advertisements and closer scrutiny of real estate promotions on social media platforms.Consumer rights activists argued that unless online platforms, regulators and law-enforcement agencies work together, investors will continue to remain vulnerable. “The technology used to target buyers has evolved much faster than the regulatory framework,” said activist Anita Dash.