What Alberta and national rules say about virtually staged photos, each read in its original source. See every province on the virtual staging in Canada page.
CREB® MLS® System Listing Rules, Rule 2.04(g)-(h) (virtual staging disclosure; virtual enhancing banned)
Covers edited or staged imagesAlberta · MLS rule · In force · CREB® Rules, Part III (MLS® System Listing Rules), Rules 2.04(g) and (h); definitions 1.01(gg)-(hh); sanctions 9.01
On Calgary's MLS®, listing brokerages using virtually staged images must disclose that in the public remarks. 'Virtually enhanced' images (changing walls, layout or windows in ways that would materially affect value) and any photos that may misrepresent the property are not permitted. Virtual staging is defined as adding realistically sized, unattached chattels.
- Disclosure
- Disclose the use of virtually staged images in the public remarks on the Board's MLS® System. Rule 2.04(b) separately bars wording on photos other than 'Sample Photo'.
- Original photo
- Not specified
- Penalty
- Rule 9.01: Educational Advisory for a first violation; $250 fine for the second; $500 for the third; a disciplinary hearing for the fourth and later. CREB may also withdraw the listing.
- Effective
- August 22, 2022
- Last verified
- October 23, 2026
“When using Virtually Staged property images, images of a show home or show suite, or artist’s renderings, the Listing Brokerage must disclose this fact in the public remarks on the Board’s MLS® System.”
Source: CREB® Rules, Effective January 2016 (Revised August 22, 2022)
Medium confidence: see the note below.
This is the August 2022 CREB revision. Alberta boards later adopted provincial MLS® rules (January 2024 version, hosted by CARA) that reportedly keep the same 2.04(g)/(h) text, but that PDF returned 403 and was not read. Confirm the current text with CREB or Pillar 9.
Competition Act general impression test (photos and illustrations)
Listing photos must be accurateCanada · Regulator guidance · Guidance · Competition Act s. 52 and para. 74.01(1)(a); Competition Bureau 'The general impression test'
The Competition Bureau says courts judge an ad by its general impression, not just its literal words, and that a photo or illustration can make a literally true ad misleading. It also advises against using illustrations that differ from the product being sold. This is general advertising guidance and does not mention real estate or virtual staging.
- Disclosure
- Not specified; the Bureau warns that fine print disclaimers often fail to change the general impression of an ad.
- Original photo
- Not specified
- Penalty
- Per the Bureau's page: civil administrative monetary penalties up to $750,000 (individuals) / $10,000,000 (corporations) on first occurrence; criminal fines up to $200,000 and/or 1 year on summary conviction, or court-discretion fines and/or up to 14 years on indictment.
- Effective
- Not stated
- Last verified
- October 23, 2026
“The text of the marketing message is literally true, but the accompanying photo or illustration creates a false or misleading impression.”
Source: The general impression test - Competition Bureau Canada
General federal law on misleading advertising; no Bureau guidance specific to listing photos or virtual staging was found. Penalty figures are as stated on the Bureau's 'False or Misleading Representations and Deceptive Marketing Practices' page (modified 2026-02-19); check the Act for the current maximums.
CREA REALTOR® Code, Article 13 (Advertising - Content/Accuracy)
General advertising lawCanada · Industry code · In force · REALTOR® Code, Article 13 interpretation and 13.2; see also Article 3.2
CREA's members' code requires all advertising and promotion of properties to accurately reflect the property, and treats every page of a REALTOR®'s website as advertising. Article 3.2 bars intentionally misleading anyone about a property. It does not mention photos, image editing or virtual staging.
- Disclosure
- Not specified
- Original photo
- Not specified
- Effective
- Not stated
- Last verified
- October 23, 2026
“All Advertising and promotion of properties shall accurately reflect property and other details and prominently display the name of the brokerage and any additional information required by provincial regulation.”
Source: REALTOR® Code (CREA)
General accuracy duty only; applies to CREA members (REALTORS®), not all licensees. PDF is marked (c) 2011-2023 and is the version linked from crea.ca.
Alberta Real Estate Act Rules, s. 42(a) (misleading representations)
General advertising lawAlberta · Law · In force · Real Estate Act Rules (Alberta), s. 42(a); Schedule 5 administrative penalties
Alberta licensees must not make reckless or intentional representations, or carry on conduct, that misleads or deceives anyone or is likely to. RECA's advertising page says licensee advertising must be truthful and not misleading. Neither source mentions photos or virtual staging.
- Disclosure
- Not specified
- Original photo
- Not specified
- Penalty
- Schedule 5 lists s. 42 contraventions with a $1,500 administrative penalty.
- Effective
- Not stated
- Last verified
- October 23, 2026
“make representations or carry on conduct that is reckless or intentional and that misleads or deceives any person or is likely to do so;”
Source: Real Estate Act Rules (RECA)
General misrepresentation rule only. No RECA guidance specific to virtual staging was found on reca.ca, and RECA's Advertising Guidelines (January 2016) do not address altered photos. Brokerage-level advertising rules also apply.
