Safety & policy

AI-polished property ads must not mislead, ACCC warns

An ABC investigation found AI-generated and AI-altered images in property listings around Australia, from virtually staged rooms to invented families. The ACCC says AI images mustn't leave an overall false impression, because misleading conduct is banned under Australian Consumer Law. Queensland's Office of Fair Trading published a best-practice guide in June urging agents to disclose AI use, and has had six complaints about digitally altered listing images since January 2025. The Real Estate Institute of Australia backs AI for showing a property's potential, as long as it's disclosed.

Why it matters: The same rule applies to any business using AI images in marketing, from products to venues to food. Disclose the edits and don't create a false impression.

Source: ABC News