Compliance guide for real estate professionals
The Digital Markets, Competition and Consumers Act 2024 unfair-commercial-practices provisions apply UK-wide to practices from April 6, 2025. A misleading action or omission is generally unlawful when it is likely to cause the average consumer to take a transactional decision they would not otherwise take. The Act does not prescribe a universal virtual-staging watermark or original-photo format; the advertisement's overall impression must not mislead. The CAP Code and applicable professional or redress-scheme rules may add further requirements.
In England, residential estate agents, letting agents, and property managers must belong to an approved redress scheme. Estate agents are also subject to the Estate Agents Act 1979. TPO and PRS members must follow the current requirements of their scheme.
The CMA may directly impose a penalty of up to the greater of ÂŁ300,000 or 10% of global turnover for an applicable consumer-law infringement. Courts and Trading Standards also have civil and, for specified offences, criminal enforcement powers; criminal liability is not automatic for every undisclosed staged image.
The DMCC Act and CAP Code require that marketing materials not mislead consumers. Add clear labels such as 'Virtually Staged' or 'Digitally Enhanced Image' to each modified photograph. The label should be visible at all sizes the image might be displayed.
Transparency in property marketing is essential under the DMCC Act and redress scheme codes. Provide original, unedited photographs alongside any staged versions.
The DMCC Act prohibits creating a misleading impression about a property. Digitally altering structural elements such as walls, flooring, fixtures, windows, or gardens would likely constitute a misleading practice and should be avoided. Staging should be limited to items a viewer would understand are not part of the property sale: furniture, artwork, rugs, and decorative items.
Beyond image labelling, include a written statement in your property particulars: 'Some photographs in this marketing material have been virtually staged with digital furniture. Original photographs are available upon request.'
If you're a member of The Property Ombudsman (TPO) or Property Redress Scheme (PRS), you must comply with their requirements for honest marketing. Virtual staging complaints can result in investigations and sanctions. Review your scheme's guidance on digital imagery and ensure your practice aligns with their expectations.
“Images have been virtually staged to illustrate the property's potential. Furniture and décor shown are digitally rendered and are not included with the property. Please refer to the original photographs for an accurate representation of the property's current condition.”
“This property features virtual staging to help you visualise its potential. The furniture shown is digitally added and not physically present. Book a viewing to see the actual space. #VirtualStaging #PropertyMarketing”
“This listing includes virtually staged photographs. Digital furniture and décor have been added to help you visualise the space. These items are not present in the physical property. Unstaged photographs are available upon request.”
“VIRTUALLY STAGED – Furniture shown is digitally rendered”
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.
© 2026 MappedBy Inc. All Rights Reserved