Chennai: In a significant development addressing deceptive real estate marketing, the Tamil Nadu Real Estate Regulatory Authority (TNRERA) has pulled up M/s. Emarald Haven Development Limited for misrepresenting the geographic location of its housing project. The bench, comprising Chairperson Thiru Shiv Das Meena, Member Dr. L. Subramanian, and Member Thiru Sukumar Chittibabu, issued immediate interim directions restraining the developer from promoting the project with misleading claims.

Arguments Advanced by Mr. Rahul Jagannathan for the Complainants:

Appearing for the complainants, Mr. Vijaya Karthik Venkatachalam and Mrs. Aishwarya Subbaraman, counsel Mr. Rahul Jagannathan launched a sharp offensive against the deceptive promotional tactics deployed by the builder.

• Geographical Misrepresentation: Jagannathan submitted before the Authority that the respondent developer had been aggressively advertising the subject real estate project as though it were situated in the “heart of Anna Nagar,” when the project site is actually located in Padi Kuppam village.
• Enticing Homebuyers via False Pretenses:He contended that framing a peripheral locality under the guise of a prime, high-value urban centre like Anna Nagar constitutes a deliberate strategy to mislead consumers, artificially inflate perceived value, and wrongfully entice prospective homebuyers.
• Prayer for Immediate Restorative Relief:Highlighting the urgency of the matter,  Jagannathan pressed for an immediate interim injunction. He sought a formal restraint preventing the respondent from releasing any further misleading advertisements across print, electronic, or social media platforms, alongside a mandatory direction for the immediate removal of all existing promotional material containing the false location claims.

Authority’s Directive and Compliance:

Concurring with the submissions made by the complainants’ counsel, the Authority noted that it had already issued strict guidelines regarding real estate advertisements vide its earlier proceedings dated August 4, 2025, and October 8, 2025.

Taking a strict view of the violations, TNRERA ordered the respondent to immediately take down all misleading advertisements from various social media and public platforms. The developer has been directed to strictly adhere to the RERA advertising guidelines and report compliance by the next hearing, as the matter stands posted to June 10, 2026, for filing vakalat and a counter-affidavit.