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 Wales, residential estate agents must belong to an approved redress scheme. Letting agents must be licensed through Rent Smart Wales, with redress membership applying as part of that framework. Estate agents are also subject to the Estate Agents Act 1979.
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. Rent Smart Wales licensing action may also apply to letting agents where relevant.
The DMCC Act and CAP Code require that marketing materials not mislead consumers. Add a clear, accurate label such as 'Virtually Staged' or 'Digitally Enhanced Image' to each modified photograph. Use professional Welsh translation where Welsh-language marketing is provided; no prescribed virtual-staging wording was located.
Local Trading Standards authorities in Wales enforce the DMCC Act. Providing original, unedited photographs alongside staged versions demonstrates transparency and reduces the risk of misleading practice allegations. Include them in your property portal galleries.
Welsh properties often feature period characteristics (stone walls, exposed beams, traditional fireplaces). Digitally altering these structural features would likely constitute a misleading practice under the DMCC Act and should be avoided. Stage with furniture that complements the property's character without misrepresenting its condition or style.
All residential estate agents in Wales must belong to a government-approved redress scheme, and letting agents must belong to a redress scheme as a Rent Smart Wales licence condition. If you're a member of The Property Ombudsman (TPO) or Property Redress Scheme (PRS), you must comply with their requirements for honest and accurate property marketing. Virtual staging complaints can result in investigations and sanctions.
Include written disclosure in property particulars (printed and online), on your website, in social media posts, and in portal listings. Consistency across all channels is essential—Trading Standards Wales can investigate any misleading marketing touchpoint.
If using virtual staging for rental property marketing, be aware that Rent Smart Wales regulates letting agents and landlords. Misleading marketing practices can result in licence review. The same disclosure standards apply to sales and lettings.
“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.
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