Forum: Property agents should not alter or enhance photographs
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We refer to the article “ Property agents are turning to AI-generated images to sell homes in Singapore
The Council for Estate Agencies’ (CEA) Code of Ethics and Professional Client Care states that property agents must ensure that all materials that advertise or promote a property accurately describe the property.
In line with this, property agents should not alter or enhance photographs – using artificial intelligence (AI) or otherwise – to misrepresent property aspects or conditions.
We recognise that the use of AI presents opportunities for marketing properties – for instance, by helping prospective consumers visualise properties with different furnishing concepts.
At the same time, AI presents risks to consumers who may be misled by digitally altered images in advertisements.
CEA is reviewing the use of AI in advertising to determine the most appropriate approach to protect consumer interest while supporting industry development. CEA will provide further guidance to the industry when ready.
In the meantime, property agents must ensure their marketing materials comply with existing regulatory requirements.
CEA will continue to closely monitor industry practices and take appropriate enforcement action against violations.
Joseph Kiong
Director, Investigation and Inspection
Council for Estate Agencies
