Privacy on classifieds: what NOT to share in your ad

Posting a good ad is about giving buyers enough to decide and nothing more. Every personal detail you share is a data point a scammer or thief could exploit. Here's the list of things never to include.

In your ad copy

Your full home address

Describe the suburb or area, not the street. "Linden, Johannesburg North" is enough. Not "17 Oak Road, Linden 2195". Addresses come out after the buyer books a viewing, not before.

Alarm systems, armed response, security specifics

Positive framing: "secure, gated community". Negative framing to avoid: "ADT armed response, no dog, alarm goes off sometimes". You've just written a burglar's checklist.

Holiday or travel plans

"Moving overseas next month" is strategic for pricing. But don't then post a daily countdown to your move on Facebook — burglars know the house is about to be empty.

When you're alone at home

"I work late, contact anytime after 10pm" — now everyone reading the ad knows when you're likely home alone. Use "available after work" or "evenings" instead.

Detailed financial circumstances

"Need to sell urgently — divorce settlement" turns every lowballer on the site into a bargain-hunter. "Reasonable offers considered" is enough.

Identification numbers

• ID number
• Passport number
• VIN numbers in full (last 4 is fine for verification)
• Serial numbers of phones/laptops in full

These help scammers impersonate you or sell fake documents in your name.

Bank details in the ad itself

Never put banking details in a public-facing ad. Share them only in private conversation after a buyer has committed.

In your photos

The outside of your house

Photographing a couch from a distance is fine. But if the background shows your front door, gate code, intercom panel, or the street number on the wall, crop it out.

Neighbours' properties

Background shots of identifiable neighbours' homes are also indirect clues to your own location.

Documents with personal info

Selling a car? Blur your name and ID number on the natis in the photo. Show only what's needed (VIN partial, make, year).

Screens with personal info visible

Selling a laptop or phone? Reset it first, photograph the setup screen or a blank desktop — not your own email inbox.

Keys

Close-up photos of keys — especially house keys or car keys — can be used to cut duplicates. Avoid detailed key photos.

Artwork, valuable items in the background

Photograph one item at a time against a plain wall. Don't give a photo tour of your art collection, electronics, or jewellery box.

In your profile

Profile photo

A photo of yourself is fine and helps build trust. A photo of you with family, children, or your house in the background is less fine — those people didn't agree to be public.

Bio oversharing

"Retired teacher, live alone in Sandton since 2019" — you've just painted a target on yourself. Simple is better: "Classifieds user selling household items, meet in public."

Social media links

Linking your Instagram or Facebook from your classifieds profile gives scammers an easy path to your life. Keep them separate unless there's a good reason.

In your messages

Home address before meeting

A buyer who pushes for your address before committing to the purchase is often casing the place. Real buyers agree to a meeting point first, address second.

Photos of your drivers licence or ID

Never. Ever. Even as a "security check". No legitimate transaction needs this.

Copies of your banking details

Once the buyer has the account number + branch code, they have enough for various scams (refund fraud, impersonation for fraud purposes).

Your work address or schedule

"I'm free Wednesday afternoon at work, you can pick up there" reveals both where you work and your schedule. Meet in a neutral location instead.

The "show more pictures" scam

A "buyer" asks for more pictures. You send. They ask for pictures of the serial number. You send. They ask for pictures with specific background objects (your passport, your keys, your front door). You send.

Now they have enough evidence to:

• Re-list the item as their own (photos with your backgrounds become "proof of ownership" for their scam ad).
• Use photos to impersonate you.
• Plan a robbery of your home.

Legitimate buyers need one or two additional photos at most. A buyer asking for 10 photos before committing is either very paranoid (fine, be patient) or running a scheme (walk away).

Baseline rules

1. Be generous with the item details, stingy with personal details.
2. Meet in public, never at your home for first meetings on high-value items.
3. Photograph items alone, against neutral backgrounds.
4. Never share documents with ID numbers, banking details, or addresses in writing before a deal is confirmed.
5. When in doubt, omit.

The safest sellers share the least personal info and the most item detail. Buyers like that too — professional-feeling ads get more enquiries.