No. In England, since 1 May 2026, landlords and letting agents must put a specific rent in written adverts and cannot ask for, encourage or accept offers above it. You can still offer less than the advertised rent, and the landlord can choose to accept.
Rental bidding wars used to push rents above the advertised price, especially where lots of people wanted the same home. The Renters’ Rights Act changed that for private renting in England. Here is what the rule means for you as a tenant.
What the rule says
GOV.UK’s overview for tenants says a landlord must include a specific price in any written advert or offer, and cannot accept or encourage offers above the advertised rent. It applies in England.
The GOV.UK guide for landlords sets out what is not allowed. A landlord or agent cannot:
- ask for or accept an offer above the advertised rent
- encourage you to offer more, for example by telling you they have had other offers
- advertise a price range and ask tenants to bid within it, or higher
The rent in the advert must be a specific amount, not a range.
Which adverts it covers
The rule applies to written adverts. GOV.UK lists these as:
- online adverts, such as property portals
- printed adverts
- social media posts
- emails, texts and direct messages
GOV.UK says a “to let” sign outside a property is not a written advert. If you see a home with only a sign, ask the landlord or agent to confirm the rent in writing, such as by email. That gives you a written record of the price.
The GOV.UK guide does not list any exceptions to the rule.
Should you offer more anyway?
No. Shelter’s advice is that you should not offer to pay more than the advertised rent, and the landlord or agent cannot ask for or accept more. Offering more does not help you. It puts the landlord at risk of a fine and could leave you paying more than the law allows them to accept.
If an agent hints that other people are offering more, that is the kind of encouragement the GOV.UK guide says is not allowed. Keep a note or screenshot of what they said.
Can you offer less than the asking rent?
Yes. The ban only stops offers above the advertised rent. Shelter says you can ask for a lower rent before you sign, and a landlord might say yes if you would be a good tenant or the home has been empty for a while.
Shelter’s tips for negotiating:
- Compare the rent with similar homes nearby before you make an offer.
- Point out problems you notice at a viewing, such as old furniture, worn carpets or poor transport links.
- Get any agreed rent in writing.
The landlord does not have to accept a lower offer. If they say no, you can still rent at the advertised price.
Worked example (fictional)
A two-bed flat is advertised at £1,200 a month. Three people view it.
| Offer | Allowed? | Yearly rent |
|---|---|---|
| £1,250 a month (above advert) | No, landlord cannot accept it | £15,000 |
| £1,200 a month (advertised rent) | Yes | £14,400 |
| £1,150 a month (below advert) | Yes, if the landlord agrees | £13,800 |
The £1,250 offer would have cost £600 more a year than the advertised rent (£15,000 − £14,400). The £1,150 offer, if accepted, saves £600 a year (£14,400 − £13,800).
Before you make any offer, use the rent affordability calculator to check the rent fits your income, so you don’t stretch to a price you can’t keep up.
Penalties for landlords and agents
GOV.UK says a landlord or agent may be fined up to £7,000 for a first offence. A repeated breach of the same type within 5 years can bring a further fine on top. Different types of breach do not count as a repeat.
GOV.UK also says a landlord can be reported to the local council even if the tenancy agreement has already been signed.
How to report rental bidding
Shelter says you can complain to your council’s private renting team if a landlord or agent breaks this rule, and the council can fine them. The council may ask for:
- evidence of the original advertised rent, such as a screenshot of the advert
- your tenancy agreement
- a statement about what happened
Save adverts and messages as soon as you start looking. Listings can be edited or removed. GOV.UK’s tenant overview says you can get support from Shelter and Citizens Advice.
Related rules from 1 May 2026
The same changes limit what you pay up front in England. GOV.UK says a landlord cannot take rent before you sign the tenancy agreement, and after signing can ask for a maximum of 1 month’s rent in advance. Our guide on whether a landlord can ask for rent in advance covers this in more detail.
Once you’ve moved in, rent rises follow separate rules. See how much a landlord can increase the rent.
These rules are for England. Scotland, Wales and Northern Ireland have their own renting laws, so check the rules where you live.
Sources
- GOV.UK: Renters’ Rights Act overview for tenants, checked 10 October 2026
- GOV.UK: Rental bidding, a guide for landlords, checked 10 October 2026
- Shelter England: Protect yourself when handing over money, checked 10 October 2026
- Shelter England: How to negotiate a rent reduction, checked 10 October 2026
This guide is general information, not legal or financial advice. Report a possible error.