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WILaw takes effect January 1, 2027

Wisconsin AI Virtual Staging Compliance

Wisconsin Act 69 takes effect January 1, 2027 — second US state AI staging statute

Last updated Sources linked belowInformation, not legal advice

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The short answer

Wisconsin Act 69 (formerly AB 456) was enacted in 2025 and takes effect January 1, 2027. It requires licensees to disclose in all advertising when technology, including AI, was used to add, remove or change elements of the property in a way that creates a false or misleading impression. Enforcement runs through license discipline administered by the Wisconsin Department of Safety and Professional Services (DSPS).

Legal basis: 2025 WI Act 69 (AB 456), effective January 1, 2027.

Key facts for Wisconsin agents

  • Effective January 1, 2027 — second US state statute targeting AI listings after California AB 723.
  • Trigger: alterations that add, remove or change elements of the property and create a false or misleading impression (Wis. Stat. §452.136(1m)).
  • Disciplinary enforcement runs through Wisconsin DSPS license discipline.
  • Unlike California AB 723, the statute text does not require a link to the original photo.
  • Check your MLS and the Wisconsin REALTORS® Association for guidance before the effective date.

MLS rules in Wisconsin

  • Metro MLS Awaiting Act 69 alignment

    Milwaukee region. Check the MLS’s current rules for any wording it requires.

  • South Central Wisconsin MLS Awaiting Act 69 alignment

    Madison region. Check the MLS’s current rules for any wording it requires.

MLS rules change often. Check your MLS’s current rules and any wording it prescribes before publishing.

In-depth guides for Wisconsin

Wisconsin virtual staging FAQ

Is there a law on virtual staging in Wisconsin?

Wisconsin has a statute on altered listing images that takes effect January 1, 2027: 2025 WI Act 69 (AB 456). Until then, MLS rules and general advertising rules apply.

Do I have to disclose virtually staged photos in Wisconsin?

Plan on it. The MLS rules we track for Wisconsin (Metro MLS and South Central Wisconsin MLS) address altered or virtually staged photos. REALTORS® everywhere are also bound by Article 12 of NAR’s Code of Ethics, whose Standard of Practice 12-10 bars misleading images in advertising. Label each virtually staged photo and keep the original available.

What should the disclosure say?

Say plainly that the image was digitally altered or virtually staged, place it on or right next to the image, and point to the original photo. If your MLS prescribes specific wording, use that wording.

Will SofaBrain handle the disclosure for me?

It helps, but the responsibility stays with you. SofaBrain can stamp a “Virtually staged” label on downloads and keeps your original beside every result; you choose the wording and placement and check them against your state and MLS rules.

Sources

Nearby states and related rules

Information, not legal advice. This page summarizes Wisconsin laws, MLS rules and ethics guidance as of October 8, 2026. It does not create an attorney-client relationship, and SofaBrain is not a law firm. For specific questions, consult an attorney licensed in Wisconsin, your MLS or your E&O carrier.