Compliance guide for real estate professionals
Real estate brokers in Quebec must comply with the Real Estate Brokerage Act and OACIQ rules. Section 112 prohibits advertising that is false, misleading, incomplete, or omits a material fact. OACIQ's Advertising Guideline was updated June 17, 2026 with a section specifically addressing AI and technological tools. When an AI-generated image is used in advertising, the broker must inform the public. At minimum, the advertisement must include a clear, visible statement such as 'Image generated by artificial intelligence.' The guidance expressly covers adding furniture, virtual staging, visual transformations, adjusted lighting, and images that alter an original. Brokers must retain relevant records, including original versions, so the public can be informed and originals can be made available on request.
Violations can result in disciplinary action by OACIQ's Discipline Committee. Under Section 98 of the Real Estate Brokerage Act, penalties include fines ranging from $2,500 to $62,500 per offence (doubled for repeat offences), reprimand, suspension or revocation of licence, restrictions or conditions on licence, mandatory training courses, and obligation to return sums of money. Brokers may also face civil litigation.
Include a clear, visible French statement that accurately identifies the technology used, such as OACIQ's example 'Image générée par l'intelligence artificielle.' Address English separately where appropriate; bilingual wording is not itself the OACIQ minimum requirement.
Section 112 requires advertising not to be false, misleading, incomplete, or missing a material fact. OACIQ's 2026 guidance separately requires a clear, visible statement when an AI-generated image is used.
Quebec real estate boards may have specific MLS photo requirements beyond provincial OACIQ standards. For example, boards using Centris (the province's primary listing service) may have specific guidelines on image presentation, labeling, and disclosure. Always confirm requirements with your local board.
OACIQ directs brokers to retain original versions and relevant information explaining the AI use so the originals can be made available on request. Including originals in a listing gallery is a useful additional practice where the platform permits it.
“Image générée par l'intelligence artificielle.”
“Image générée par l'intelligence artificielle et utilisée pour une mise en scène virtuelle. Le mobilier illustré n'est pas présent dans la propriété.”
“La version originale de cette photo est disponible sur demande.”
“IMAGE GÉNÉRÉE PAR L'INTELLIGENCE ARTIFICIELLE”
Official statutes, regulator guidance, and board or MLS materials were reviewed July 23, 2026. Board rules are not statewide law, and recommended practices are identified separately above. Verify current local requirements before publishing.
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