GuideUpdated
Do I have to disclose AI in my listing photos and videos?
For changed photos, often yes. California has required a label and a link to the original since January 1, 2026, Wisconsin requires disclosure from January 1, 2027, and MLSs such as CRMLS ask for a label. On Instagram, Facebook and TikTok, realistic video made or changed with AI can need the platform’s AI label.
We make PropWalk, which edits listing photos with AI, so read this as a summary from a tool maker, not legal advice. We read each rule on Nov 8, 2026.
What do the laws say?
Two states have one, and NAR’s Code asks for a true picture.
| Rule | What it asks |
|---|---|
| California AB 723 (Business and Professions Code 10140.8), since January 1, 2026 | A clear note on or next to a digitally altered image, plus a link or QR code to the original. Routine edits like exposure, white balance and cropping need nothing |
| Wisconsin 2025 Act 69 (Wis. Stat. 452.136(1m)), from January 1, 2027 | Disclosure in all advertising when technology, AI included, adds, removes or changes parts of the property in a misleading way |
| NAR Code of Ethics, Article 12 | A true picture in advertising. NAR’s August 2026 article says it has no formal AI rule and asks agents to review every image |
Read on Nov 8, 2026: California AB 723 (bill text) · Inman: California’s new listing photo law · 2025 Wisconsin Act 69 · NAR: when does enhancing listing photos go too far? (Aug 2026) · CRMLS: digitally altered images FAQs · ARMLS Rule 8.23: watermarks · NorthstarMLS: virtual staging and AI photo guidelines · Meta: AI info labels · TikTok: labels for AI-generated content
Does it apply to video?
Wisconsin’s law covers all advertising. Summaries of California’s AB 723 talk about images, so ask your broker about video there. MLS rules and the apps cover video in their own ways, below.
What do MLSs ask?
A label on the changed photo, and often the original next to it.
- CRMLS: say “digitally enhanced,” “digitally altered” or “virtually staged” in the photo’s description, and put the original right before or after it.
- ARMLS: approved watermarks for staged and digitally altered media, videos and tours included; the staging one is optional unless your broker requires it.
- NorthstarMLS (proposed in July 2026): label staged or AI photos, and add one “before” photo for each changed room.
What do Instagram, Facebook and TikTok ask?
Meta may require you to label photorealistic video or realistic audio made or changed with AI, with an “AI info” label; images don’t carry that requirement. TikTok asks creators to label realistic AI images, audio or video, whether fully made or heavily edited by AI.
How does PropWalk help?
PropWalk’s photo tools give you the caption to paste into your MLS, the AB 723 line and a public page with the originals, so the link the law asks for is made.
Quick answers
Do I have to disclose AI in my listing photos?+
When it changes how the home looks, often yes: California since January 1, 2026, Wisconsin from January 1, 2027, and MLSs such as CRMLS. Read Nov 8, 2026.
Do I have to label virtually staged photos?+
Most MLSs ask for it. CRMLS wants “virtually staged” or similar in the description and the original right next to it.
Do I need an AI label on Instagram?+
Meta may require one on photorealistic video or realistic audio made or changed with AI. Images don’t carry that requirement.
Does fixing the light count as altering a photo?+
Not under California’s law: exposure, white balance, cropping and similar routine edits need no label.
Related questions
Start with the listing you have right now.
Upload the empty rooms. Under a minute later each one is furnished, with the disclosure line and the original beside it.
How the virtual staging works