California’s real estate photo law, Assembly Bill 723, has come into effect as of January 1, 2026. The law mandates that real estate agents and brokers must disclose any digitally altered photos in property listings. This includes common practices such as virtual staging, sky replacements, and the removal of objects. The goal is to enhance transparency and reduce the risk of buyers being misled by edited images that may not accurately represent the property.
The measure, signed into law in 2025, reflects California’s ongoing efforts to ensure fairness and clarity in property marketing. The law requires agents to provide the original unaltered versions of images alongside any edited ones, ensuring buyers have access to an accurate depiction of the property.
The Requirements of Assembly Bill 723
Under the new real estate photo law, any photos that have been materially altered must carry a visible disclosure. Changes that require disclosure include altering images by removing furniture, changing skies, or staging a property digitally. Brokers are also required to provide unaltered images for comparison or include a link to the original photos on online platforms. The law applies to all listing platforms, including Multiple Listing Service (MLS) systems, online portals, brochures, and other promotional materials.
The law is designed to create consistency across California’s real estate marketing, making it clear that these alterations are not meant to mislead potential buyers but are part of common industry practices. Compliance with the law is mandatory, and failure to disclose altered images could result in penalties under California’s real estate regulations.
Industry Reaction to the New Law
The new law has prompted mixed reactions from the real estate industry. Many agents and brokers have welcomed the shift, recognizing that buyers often feel disappointed when properties do not look the same in person as they do in marketing materials. Others, however, have raised concerns about the administrative burden of maintaining both altered and unaltered photos for each listing. The law adds an extra step to the marketing process, requiring additional organization and clarity when displaying property images.
In response, many brokerages are updating their internal policies to accommodate the new regulations. Some are training their staff on compliance, while technology providers are developing tools to help automatically flag altered images and generate the required disclosures.
Despite concerns, many in the industry acknowledge the importance of trust in real estate transactions. By making the process more transparent, the law aims to ensure that marketing materials are accurate and align more closely with the actual property.
Impact of the Law on Buyers and Sellers
For buyers, the real estate photo law offers reassurance. Knowing that agents must disclose digitally altered photos helps build confidence and ensures that buyers are not misled by idealized images. Buyers will now have access to both the staged versions of properties and the unedited originals, enabling them to make more informed decisions about potential purchases.
For sellers, the new law presents both a challenge and an opportunity. While they can still use digital staging to enhance the visual appeal of their properties, they must also provide the original, unaltered versions of the images. This ensures that the appeal of the property is not built solely on visual enhancements but on an accurate representation. Sellers and agents will need to find a balance between showcasing the property’s potential and adhering to the new legal requirements.
The Broader Implications for Real Estate Marketing
This change in California’s real estate regulations reflects a broader shift toward transparency and authenticity in property marketing. For years, real estate marketing has relied heavily on polished images to attract buyers. The new rules challenge this tradition by emphasizing honesty and clarity over the use of enhanced visuals. This is part of a wider trend where digital tools and technology are reshaping industries, but with increasing scrutiny on the authenticity of what is presented to the public.
Real estate photos are not just marketing tools; they are a reflection of the industry’s commitment to ethical practices and building buyer trust. The law’s introduction marks a significant moment in the evolution of real estate marketing, where transparency becomes a competitive advantage rather than a regulatory challenge.
Looking Ahead: The Future of Real Estate Photo Marketing
As the law takes effect, its impact will unfold across California’s housing market. Real estate professionals will continue to adapt their marketing strategies to meet the new requirements, and some may explore new ways to enhance property listings without relying heavily on digital manipulation. The ultimate success of the law will depend on how well the industry implements the changes and whether it leads to increased consumer trust.
With the law in place, California is setting a precedent for real estate transparency that could influence other states to adopt similar regulations in the future. As the industry adjusts to these new norms, the conversation about authenticity in real estate marketing will continue to evolve.
