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Is Your Advertised Rent Telling the Whole Story?
Scroll through a few Metro Denver rental listings, and you'll still spot the old pattern: an attractive base rent up top, with mandatory charges tucked further down the page. Since January 1, 2026, that setup can put a Colorado landlord on the wrong side of state consumer protection law.
Colorado's House Bill 25-1090 changed what a rental ad has to show before a prospect ever schedules a tour. This guide covers what belongs in your advertised price, what can stay separate, and how to update listings without slowing leasing.
At PMI Elevation, we manage rental homes across Metro Denver and South Metro Denver. Our owner and employing broker, Jim Shonts, brings more than 15 years of residential property management experience, backed by a national franchise with over two decades in the industry.
Key Takeaways
- One price leads the listing: Advertised rent must combine base rent and every mandatory, non-government charge into a single, clear, and conspicuous total.
- Avoidable extras can sit apart: Charges a tenant can reasonably avoid stay out of the total, though you still have to explain what they are.
- Actual utilities are carved out: The real amount billed for a unit's utility service doesn't have to be folded into the headline figure.
- Tenants hold a refund tool: Ignoring a renter's written demand for two weeks opens you up to damages plus compounding interest.
- Violations count as deceptive practices: Noncompliance falls under the Colorado Consumer Protection Act and its civil penalty structure.
What HB25-1090 Actually Requires
HB25-1090, titled Protections Against Deceptive Pricing Practices, created a new section of Colorado law, C.R.S. § 6-1-737, that governs how prices are advertised and what landlords can charge.
The bill was signed on April 21, 2025, and took effect on January 1, 2026, according to the Colorado Division of Real Estate's HB25-1090 summary.
One Number, Front and Center
Under the enacted bill, you can't offer, display, or advertise pricing information unless you clearly and conspicuously disclose the total price. The monthly figure a renter sees first must reflect what they'll actually be required to pay.
State guidance explains that a visual disclosure must stand out in size, contrast, and location. On websites and other interactive platforms, the disclosure must be unavoidable, so a footnote or a hover-over link won't satisfy the rule.
What Counts Toward the Total Price
The law defines total price as every amount a person must pay to use the property that isn't reasonably avoidable. If a charge applies to every resident, such as a required trash, amenity, or administrative fee, it belongs in the advertised number alongside base rent.
Government charges are excluded unless you voluntarily include them.
What Can Stay Outside the Total
Charges a renter can reasonably avoid, like an add-on they choose for themselves, don't have to be built into the headline price. However, the law still requires you to clearly disclose the nature and purpose of any pricing information that sits outside the total.
That's why your rental property marketing needs to label each separate charge plainly.
A listing that hides the true monthly cost doesn't just frustrate renters. In Colorado, it now creates legal exposure for the owner whose name is on the lease.
How Utilities Fit After HB26-1013
Utilities were the biggest gray area when HB25-1090 took effect, and lawmakers returned to the issue during the 2026 session.
The original act says landlords don't need to include the actual amount charged for utility service to a tenant's unit in the required disclosure. Owners who split a master-metered bill among units, however, were left uncertain.
House Bill 26-1013 amended C.R.S. § 6-1-737 to allow landlords to allocate utility costs through a ratio utility billing system, as long as they meet these conditions:
- The total billed to all tenants can't exceed what the utility provider charged for the entire property.
- No markup, surcharge, or administrative fee can be added beyond actual utility charges, except as otherwise permitted by law.
- Utility costs for common areas and shared facilities must be excluded from tenant allocations.
- The allocation method must be clearly and conspicuously disclosed in the rental agreement or an addendum.
For small multifamily owners, it's a strong reason to review billing setups alongside your property accounting and reporting.
The Real Cost of Getting It Wrong
HB25-1090 gives both the state and individual renters tools to act on pricing violations.
Consumer Protection Act Penalties
Under the enacted bill, a violation is a deceptive, unfair, and unconscionable practice subject to penalties under the Colorado Consumer Protection Act.
State enforcers can seek civil penalties of up to $20,000 per violation, or up to $50,000 per violation committed against an elderly person, under limits set by House Bill 19-1289. Colorado law counts violations separately for each consumer or transaction involved, so one outdated listing template copied across several units can multiply exposure quickly.
The Tenant Written Demand
A tenant who believes they were charged a prohibited amount can send a written demand for reimbursement and actual damages, or notify you that they refuse to pay it.
If you don't fully pay or stop the charge within 14 days of receiving that demand, you become liable for actual damages plus 18% interest, compounded annually. Every demand deserves a prompt, documented response.
A Listing Audit for Metro Denver Landlords
A quick review of your current marketing can catch most problems before a renter or regulator does.
Inventory Every Recurring Charge
List each fee a resident pays, then mark which are mandatory and which are truly optional. Anything a tenant can't reasonably avoid goes into the total price.
Update Every Place Your Price Appears
Check your website, syndicated listing sites, yard signs, flyers, and the price you quote over the phone. The state's definition of clear and conspicuous covers audible disclosures too, so phone scripts should match what's posted online.
Match the Lease to the Ad
Your written rental agreement can't include provisions requiring a tenant to pay amounts the new statute prohibits. Our guide to lease clauses every Denver landlord should include in 2026 is a helpful place to start that review.
Recheck Markups on Billed Services
If you pass along a service you're billed for, the markup or fee can't exceed 2% of the billed amount or $10 per month, and you can't use both.
Why Transparent Pricing Can Work in Your Favor
Compliance is mandatory, but it can also make your rental more competitive.
Renters comparing homes across Denver, Littleton, Highlands Ranch, and Castle Rock can now see all-in numbers side by side. A clear total builds trust early and helps filter out applicants who can't comfortably afford the home, which supports stronger tenant screening results.
Some owners will choose to fold former fees into base rent, and a free rental analysis can help you land on a figure that stays competitive in your neighborhood.
Renters reward clarity. When the number on the listing matches the number on the lease, the tenancy starts with trust instead of a dispute.
Frequently Asked Questions
These are the questions Denver-area owners ask most about the new pricing rules.
Does HB25-1090 apply to single-family rental homes?
The pricing rules apply to anyone advertising property, and the lease restrictions apply to landlords generally. If you advertise a rental home anywhere in Colorado, plan on showing one all-in total price.
Can I still list optional fees separately?
Yes. Charges a tenant can reasonably avoid aren't part of the total price, but you must still clearly disclose what each separate charge is and why it applies.
Do I have to include utilities in my advertised rent?
No, the actual amount charged for utility service to a tenant's unit doesn't need to appear in the required disclosure. If you split a master-metered bill, follow the HB26-1013 conditions and disclose your allocation method in the lease.
Lead With the Real Number and Lease With Confidence
HB25-1090 rewards landlords who put the full monthly cost up front and exposes those who don't to real financial risk. Aligning your listings, leases, and billing now protects both your income and your reputation.
PMI Elevation provides full-service Denver property management and monitors the Colorado laws that affect your rental so your listings and leases stay compliant. Call us at 720.744.0790 or contact us to schedule a consultation, or review our property management pricing and residential guarantees.
