Is virtual staging legal in California?

Yes. AB 723 does not ban it; it requires a conspicuous disclosure on or adjacent to the altered image and a link, URL or QR code to the unaltered original. Routine edits such as lighting, colour correction and cropping are excluded.

What label does CRMLS require?

CRMLS Rule 11.5.2 requires the altered image to be labelled in its photo text field as “Photo Modified”, “Virtually Staged”, “Digitally Altered”, “AI Altered” or a similar term, with the original displayed immediately before or after it. CRMLS’s FAQ says a watermark is not required.

MLS staging rules · Last verified October 22, 2026

California Virtual Staging Rules: AB 723, CRMLS and MLSListings

California regulates altered listing images by law. Since January 1, 2026, AB 723 (Bus. & Prof. Code §10140.8) requires a conspicuous statement on or next to a digitally altered image, plus access to the unaltered original. CRMLS and MLSListings adopted matching rules: label the altered photo and include the original alongside it.

Confirm with your MLS before publishing. This is not legal advice.

MLS or law	Where to disclose	Original photo	Effective
California AB 723 Bus. & Prof. Code §10140.8	A reasonably conspicuous statement on or adjacent to the altered image, saying the unaltered image can be seen at the linked website, URL or QR code.	Required: link to the unaltered image, or include it on websites you control	January 1, 2026
CRMLS (California Regional MLS) Rule 11.5.2 Digitally Altered Images	Label in the photo’s text field. CRMLS’s FAQ says a watermark is not required.	Required, immediately before or after the altered image	July 10, 2026
MLSListings Rule 7.11.2 Listing Photograph Requirements	Mark the altered image in a reasonably conspicuous manner, and disclose the enhancement in public remarks.	Required	Not stated

California AB 723

State law · In force

California (all real estate licensees) · Bus. & Prof. Code §10140.8

A broker or salesperson who uses a digitally altered image in advertising must include a conspicuous statement that it was altered, plus a link, URL or QR code to the unaltered original. Routine edits such as lighting, colour correction, cropping and exposure are excluded.

Where to disclose: A reasonably conspicuous statement on or adjacent to the altered image, saying the unaltered image can be seen at the linked website, URL or QR code.
Original photo: Required: link to the unaltered image, or include it on websites you control
Effective: January 1, 2026
Last verified: October 22, 2026

“The statement shall be reasonably conspicuous and located on or adjacent to the image and shall include language indicating that the unaltered images can be accessed on the linked internet website, URL, or QR code.”

Source: AB723 – Altered Images Overview (MLSListings), reproducing the text of Bus. & Prof. Code §10140.8

Verified against the bill text as reproduced by MLSListings; the official leginfo.legislature.ca.gov page could not be read.

CRMLS (California Regional MLS)

MLS rule · In force

California · Rule 11.5.2 Digitally Altered Images

Anyone submitting a digitally altered image must also submit the unaltered original, display it immediately before or after the altered image, and label the altered image. Real property elements such as flooring, walls and fixtures may not be altered unless they will match at close.

Where to disclose: Label in the photo’s text field. CRMLS’s FAQ says a watermark is not required.
Required wording: “Photo Modified”, “Virtually Staged”, “Digitally Altered”, “AI Altered” or a substantially similar term
Original photo: Required, immediately before or after the altered image
Effective: July 10, 2026
Last verified: October 22, 2026

“ensure that the original, unaltered version is displayed in the listing immediately before or after the digitally altered image, and (iii) ensure that the digitally altered image is labeled”

Source: CRMLS Rules & Policies, effective July 10, 2026

Adopted to follow AB 723. CRMLS’s February 2026 FAQ says no fine has been set yet.

MLSListings

MLS rule · In force

San Francisco Bay Area and Central Coast, California · Rule 7.11.2 Listing Photograph Requirements

Anyone submitting a digitally created or altered image must also submit the unaltered original and mark the altered image conspicuously. Enhancements such as virtual staging must also be disclosed in the public remarks.

Where to disclose: Mark the altered image in a reasonably conspicuous manner, and disclose the enhancement in public remarks.
Required wording: “altered”, “digitally altered”, “AI altered” or a substantially similar term
Original photo: Required
Effective: Not stated
Last verified: October 22, 2026

“must also (i) submit the original, unaltered version of the digitally altered image, and (ii) ensure that the digitally altered image is marked in a reasonably conspicuous manner”

Source: AB723 – Altered Images Overview (MLSListings Support)

Rule text taken from MLSListings’ own compliance article; the full rulebook was not reviewed.

Frequently asked questions

Is virtual staging legal in California?: Yes. AB 723 does not ban it; it requires a conspicuous disclosure on or adjacent to the altered image and a link, URL or QR code to the unaltered original. Routine edits such as lighting, colour correction and cropping are excluded.
What label does CRMLS require?: CRMLS Rule 11.5.2 requires the altered image to be labelled in its photo text field as “Photo Modified”, “Virtually Staged”, “Digitally Altered”, “AI Altered” or a similar term, with the original displayed immediately before or after it. CRMLS’s FAQ says a watermark is not required.

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