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AI property images: What can you legally change?

TUESDAY 15 DECEMBER 10:00AM – 11:00AM

AI makes it easier than ever to enhance property photography. But do you know what you can legally change?

We’re joined by Alison Farrar from the Trading Standards Estate Agency Team to explore where enhancement ends and potentially misleading property marketing begins. We’ll look at what agents need to consider under the Digital Markets, Competition and Consumers Act (DMCC), and the risks of getting it wrong.

Can you virtually furnish an empty room? Remove a skip? Make a garden greener? What about hiding defects or changing a property’s surroundings?

We’ll cover:

    🏠How home-movers feel about agents using AI, based on Rightmove consumer research.
    ⚖️What consumer protection legislation means for AI and digitally enhanced property imagery.
    🚨Where the line sits between helpful enhancement and potentially misleading advertising.
    🖼️Practical examples, from virtual staging and enhanced skies to removing defects or changing a property’s surroundings.
    🏷️What agents should consider around labelling, disclosure and showing the original image.
    👤Who’s responsible when imagery is supplied by a seller, landlord or third party.
Plus, put your questions directly to Trading Standards in our live Q&A. Register now to submit your questions ahead of time.

Guest Speaker:

Alison Farrar is Operations Manager at the National Trading Standards Estate and Letting Agency Team, with over 20 years’ experience. A Chartered Trading Standards professional, Alison works closely with the property industry to provide practical guidance and training, helping agents understand their responsibilities and navigate changing consumer protection requirements.

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15th December 2026 - 10:00AM-11:00AM
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