Landlords can no longer use an asking rent to test the market and then accept a higher offer, after the Renters’ Rights Act banned rental bidding wars in England. New guidance aimed at landlords warns that the figure in the advert is now the legal ceiling, even if a tenant volunteers more.
The change is simple in theory but tougher in practice. A landlord who prices too low may lock in a weaker return for at least 12 months, while one who prices too high risks a longer void at a time when margins are already tight.
For landlords, the immediate consequence is that pricing has become a compliance issue as well as a commercial one. The days of listing low, waiting for competing offers and picking the strongest bid are over.
Advertised rent is now the maximum
Simply Business says the new rules bar landlords and agents from advertising a range, inviting offers over the stated rent or accepting any amount above it. The same reform package also caps advance rent at one month, removing another route some landlords used when demand was intense.
That means the first listing price matters much more than it did before 1 May. Landlords now need to know what comparable homes are actually achieving locally before the advert goes live.
The risk is not just missing out on extra rent. Overpricing can cost far more if it leaves a property empty for longer in a slower market. Underpricing can also hurt badly if the landlord is then stuck below the local level for the next year.
Compliance risk now sits inside rent-setting
Simply Business warns that councils can issue fines of up to £7,000 for a first breach, with another £7,000 for repeat offences within five years. That gives landlords a reason to keep dated copies of listings and any communication around offers.
This follows Landlord Knowledge’s coverage of the new rent challenge environment after the Renters’ Rights Act, which showed how pricing decisions are moving into a more contested and regulated space. The bidding-war ban adds another layer by making the advertised number itself part of the compliance trail.
Landlords should also read this alongside Landlord Knowledge’s report on stricter landlord checks after the Act took effect, because tenant selection now rests more heavily on affordability, references and credit checks rather than who offers the most.
The underlying Simply Business guide to the bidding-war ban argues that market research before listing has become non-negotiable. That is a fair reading of the new rules.
What this means for landlords
- If you’re reletting now: treat the asking rent as a final number, not an opening pitch.
- Check local evidence: compare similar homes, condition and amenities before the advert goes live.
- Watch for: void risk. Overpricing in a softer market can cost more than a modest rent cut.
- Keep records: save listing screenshots and offer communications in case a council asks questions.
- Bottom line: pricing discipline now protects both yield and compliance.
Editor’s view
This is one of those rules that sounds minor until it changes behaviour. Landlords who still treat asking rent as a negotiating tool are the ones most likely to trip up.
Author: Editorial Team – UK landlord & buy-to-let news, policy, and finance
Published: 15 June 2026
Sources: Simply Business
Related reading: Tenant unions launch First-tier Tribunal rent challenge tool after RRA
📘 Renters’ Rights Act: Complete Landlord Guide
Everything you need to know about the new rules – 1 May 2026
