There is no law against using AI to market a property. There are laws against misleading buyers, mishandling data and using what you do not own. This page sets out each one and what we do about it.
The liability for a listing sits with the agent, not the studio that made the pictures. So we have written down the rules we work to, in plain English, and built our quality checks around them.
The Digital Markets, Competition and Consumers Act 2024 replaced the older consumer protection regulations in April 2025. An image that shows the property as something it is not is a misleading action. Hiding something a buyer would want to know is a misleading omission. Both are offences, and both sit with the agent.
What we do. Every asset is checked against your photographs before it leaves. Nothing is added to a room and no defect is removed. The full process is on the quality assurance page.
National Trading Standards sets out what a buyer must be told: the things that would affect their decision to view or to offer. Marketing that conceals any of it breaks the rule, however it was made.
What we do. We never remove damp, cracks, wiring, meter boxes, pylons, or anything else that falls within the guidance. If it is part of the house or affects its value, it stays in the picture.
Rightmove and Zoopla both require virtually staged and computer-generated imagery to be identified as such on the listing.
What we do. Staged photographs carry a visible label on the image and are supplied with the unstaged original. Walkthrough films carry a small on-screen mark reading "Animated from the listing photographs", which tells a buyer the rooms are real and the motion is not camera footage. A one-line disclosure for the listing text is supplied with every film. We never deny that AI was used; this page and the quality assurance page say so plainly. A clean master is supplied on request once the agent confirms the listing will carry the disclosure.
The CAP Code, enforced by the Advertising Standards Authority, applies to every advert we make for you or for ourselves. The 2024 Act also bans fake reviews and testimonials outright.
What we do. We never generate a testimonial. Any quote we use is from a named, real client who has agreed to it. People shown in our own advertising are illustrative unless they are named.
The photographs, floor plans and property details you send us can include personal data. Where we run advertising for you, the enquiries it generates are personal data too. Tracking tools need consent before they run.
What we do. What you send is used only to produce your assets and is deleted on request. Where we run advertising for you, leads are collected under your privacy notice and passed to you under a written data processing agreement. Tracking on our own site runs only with consent. Our privacy policy has the detail.
Photographs usually belong to the photographer who took them, not the agent who commissioned them. The ownership of AI-generated work in the UK is currently under government review. Real people have rights in their own likeness and voice.
What we do. We ask you to confirm you hold the rights to anything you send. The finished assets are yours to use in marketing that property, wherever you choose to publish them. We use models whose terms permit commercial use, and we never reproduce the face or voice of a real person without written consent.
The Equality Act 2010 applies to how an advert is targeted as well as what it says.
What we do. We do not target property advertising by age, family status or any other protected characteristic. The audience is set by interest and location, and the message is carried in the creative.
UK law does not yet require a general AI label. The portals require it for property imagery, the advertising code requires that nothing misleads, and the EU rules that apply to synthetic media came into force in August 2026 for anything shown to buyers there.
What we do. Every film and every staged image carries a mark regardless of where it will be shown. The wording says what actually happened, real photographs with motion added, rather than a blanket "AI-generated" that would imply the rooms are invented. The same wording is used every time so that agents, vendors and buyers learn to recognise it.
This page describes how we work. It is not legal advice, and the law changes. Last reviewed September 2026. Questions to jack@maximisemedia.co.uk.
The film, the floor plan, the staged interiors, and a written note of how each was made. Your first film is free.
Start with one freeNo payment details at any point. Staging and enhancements are always disclosed.