How to advertise Home Equity Lines of Credit (“HELOCS”)


I was asked to write the disclosure for a HELOC advertisement recently and realized it’s been many years since I had done so. I needed a refresher on the rules so I checked out Regulation Z to find out what the rules are for HELOC ads.  There’s an entirely different set of rules that closed end credit ads but I realized it really boils down to telling the consumer about three important things:

  1. What are the costs to obtain the loan and to maintain it each year?
  2. What are the terms of the repayment of the loan?
  3. What finance charges apply, ie. what’s the APR, and how do you calculate the rate that can change over the term of the loan?

We added a new page that discusses all of these rules for HELOC Ads. Check it out at: HELOC Disclosures – How to Advertise a Home Equity Line of Credit.


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Our team has extensive experience in reviewing mortgage advertisements and advising clients about mortgage compliance issues including use of Compliance Management Systems, State and Federal compliance matters, and running the Legal and Compliance departments of major mortgage banking entities. Our company has Advertising Quick Hits learning Guides available as well as a self-study six week E-Course that will help your team member, or you, become more skilled at becoming an Advertising Compliance Officer for your company.

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