Compliance guide for real estate professionals
Wisconsin's current 2026 framework relies on general advertising and misrepresentation rules. Effective January 1, 2027, 2025 Wisconsin Act 69 adds Wis. Stat. §452.136(1m), requiring a licensee to disclose in advertising when technology, including artificial intelligence, alters, modifies, or enhances a property image by adding, removing, or changing elements in a way that creates a false or misleading impression.
Until January 1, 2027, general license and advertising enforcement applies. After that date, failure to make the new disclosure may support discipline under Wisconsin's real estate licensing framework; implementation rules and forms should be checked before use.
Label technology-altered images and document what was changed. Before January 1, 2027, confirm the final disclaimer format in DSPS rules and forms.
Do not use staging to conceal damage, change permanent features, remove visual elements, or create a false impression of the property's condition or surroundings.
MLS rules may require disclosure before the state law takes effect or may prescribe a more specific format.
“Images have been virtually staged to illustrate the property's potential. Furniture and decor 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 home features virtual staging to help you visualize its potential. The furniture shown is digitally added and not physically present. Schedule a showing to see the actual space. #VirtualStaging #RealEstate”
“This listing includes virtually staged photographs. Digital furniture and decor have been added to help you visualize the space. These items are not present in the physical property. Original 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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