State laws and MLS rules matrix
| State / MLS | Citation | Effective | Key requirement |
|---|---|---|---|
| California | B&P §10140.8 (AB 723) | Jan 1 2026 | Disclosure on/adjacent + link/QR + original image when site-controlled |
| CRMLS (CA) | Rule 11.5.2 | Jan 1 2026 | Label + parallel original; AI landscaping banned |
| Wisconsin | 2025 WI Act 69 (AB 456) | Jan 1 2027 | Disclosure when a technology alteration creates a false or misleading impression |
| New York (DOS) | Trend Alert + RPL §441-c + GBL §§349/350 | In force | Disciplinary action via RPL; private civil action via GBL |
| REBNY (NY) | RLS rules | 2025 | Watermark "Virtual Staging — Furniture Not Included" |
| Stellar MLS (FL) | Rules & Regs (updated 25 Apr 2025) | In force | Non-compliant photos removed; automatic Level I fine |
| HAR MLS (TX) | HAR MLS rules | In force | Watermark "image does not represent actual property as is" |
| Canopy MLS (NC) | Rule §1.18.1 | In force | Disclosure on the image or in virtual tour; captions alone not acceptable |
| NWMLS (WA) | Rule 105(d) | In force | Altered photos clearly labeled "virtually staged" |
| Bright MLS (DC/MD/VA/PA/NJ/DE) | Rules & Regs | In force | "Virtually Staged" in photo caption + remarks |
| MRED (Chicago) | Rules & Regs | In force | Watermark or caption; clear identification in photo order |
| Colorado | SB 26-189 (replaces SB 24-205) | Jan 1 2027 | Housing is a "consequential decision" — ADMT obligations apply indirectly |
| Massachusetts | MGL c.93A | In force | AG advisory: undisclosed AI imagery actionable; treble damages |
| New Jersey | CFA, N.J.S.A. 56:8-1 | In force | Concealment of material fact; treble damages |
| Federal | FTC Act §5 | In force | FTC open enforcement authority for deceptive AI marketing imagery |
Effective-date watch (next 18 months)
- Colorado SB 26-189 substantive provisions take effect January 1, 2027; AG rulemaking due same date.
- Wisconsin Act 69 takes effect January 1, 2027.
- California / CRMLS is the only fully live statutory + MLS regime in 2026 Q1–Q2.
- Several states (MN, IA, IL) have introduced bills modelled on AB 723; none passed as of mid-2026.
Civil-exposure ranking for realtors
Where private civil judgments are most likely:
- California — AB 723 statutory cause of action + UCL §17200 (no cap, attorneys' fees) + CLRA + active plaintiff bar.
- Massachusetts — 93A treble damages + attorneys' fees + AG Campbell advisory specifically calling out AI marketing imagery.
- New Jersey — CFA treble damages + attorneys' fees + active plaintiff bar.
- New York — GBL §§349/350 private right of action + RPL §441-c disciplinary action + DOS Trend Alert.
- Wisconsin — Act 69 effective Jan 2027; enforced through license discipline.