2026 compliance guide for real estate professionals • Reviewed September 10, 2026
As of September 10, 2026, Wisconsin's new technology-alteration disclosure provision is enacted but not yet effective. Section 4 of 2025 Wisconsin Act 69 adds §452.136(1m), requiring licensees to disclose advertising altered using technology, including AI, to add, remove, or change property elements in a way that creates a false or misleading impression. Section 9 sets January 1, 2027 as the effective date. General advertising obligations and applicable MLS rules still govern 2026 listings.
General licensing and advertising enforcement applies in 2026. The new disclosure duty takes effect in 2027; do not describe it as a current 2026 fine or violation. Consult DSPS and the applicable MLS for the enforcement provisions governing a particular advertisement.
Review altered images and disclosure placement with your broker. Act 69 does not prescribe exact wording, a watermark, or California-style original-image pairing; check any subsequent guidance and your MLS's separate requirements.
As a recommended practice, clearly identify digitally changed images now, retain originals, and avoid staging that misstates existing condition. The future effective date does not suspend today's advertising obligations.
Include ongoing listings, brokerage websites, and reused marketing materials in your review of the new disclosure duty.
Describe the edits accurately and replace every bracketed placeholder. Check the required wording, image placement, MLS fields, and original-photo access described above. Use custom image labels only where permitted. A template does not authorise an otherwise prohibited or misleading alteration.
“The identified images have been digitally altered with virtual furniture and decor. These items are not physically present. View the corresponding original, unaltered photographs at: [PUBLIC ORIGINAL-IMAGE LINK].”
“Digitally altered / virtually staged image. The furniture and decor shown were digitally added and are not physically present. View the original, unaltered image: [PUBLIC ORIGINAL-IMAGE LINK].”
“This photograph has been digitally altered with virtual furniture and decor. These items are not physically present. Compare the clearly identified original, unaltered image shown alongside it or at: [PUBLIC ORIGINAL-IMAGE LINK].”
“DIGITALLY ALTERED / VIRTUALLY STAGED – Original image: [PUBLIC URL OR QR CODE]”
Guide reviewed September 10, 2026. Links below include legislation, regulator guidance, and board or MLS materials. Their scope differs: a board rule is not statewide law, and a regulator homepage is not proof that no other rules exist. This guide does not verify every local MLS policy. Confirm the current requirements before publishing.
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