Section 3: Images, Media & Virtual Staging
This article covers MLS Now Rules sections 3.1 through 3.4: 3.1 General Requirements, 3.2 Primary Exterior Photo Required, 3.3 Virtual Staging, Digital Alteration, and AI-Generated Content, 3.4 Subsequent Use of Media.
3.1 General Requirements
Participants must own or have written permission to use images and documents submitted to MLS Now. The following are prohibited: visible branding, watermarks, photos of agent/broker, marketing overlays, QR codes, misleading content, or any content violating law. Lot lines, markers, and labels may be added if not the primary photo. MLS Now may remove noncompliant content and require timely correction.
3.2 Primary Exterior Photo Required
The primary image must be an unaltered current exterior photo of the property. Exception: for new construction listings, an architectural rendering is permitted as the primary image.
3.3 Virtual Staging, Digital Alteration, and AI-Generated Content
3.3.1 Permitted alterations (with disclosure):
- Virtual staging limited to movable personal property (e.g., furniture, rugs, art);
- Minor cosmetic edits (exposure, white balance, lens distortion correction);
- Sky replacement that does not materially change views or surroundings.
3.3.2 Prohibited alterations:
- Adding, removing, or modifying any permanent or structural feature (e.g., walls, windows, doors, ceilings, floors, cabinets, countertops, appliances, fireplaces, fixtures, decks, pools, fences);
- Altering property size, lot lines, or views;
- Changing neighboring structures, roads, powerlines, or topography;
- Changing exterior condition or landscaping in a way that misrepresents current condition;
- Removing or obscuring material defects (e.g., cracks, water damage, mold, wiring, stains);
- Depicting additions, renovations, or upgrades not actually present;
- Adding people, animals, or safety devices;
- Using filters or effects that misrepresent color or condition.
3.3.3 AI-generated and CGI content: Renderings, AI-generated images, and virtual remodels are permitted only if clearly labeled on-image as "Rendering," "Virtual Remodel," or "AI-Generated," and must not depict features or conditions that do not exist, except for new construction or proposed improvements expressly identified as such.
3.3.4 Required disclosure and format: Every altered, staged, or rendered image must include an on-image label in a readable font stating "Virtually Staged," "Digitally Altered," or "Rendering/AI-Generated," as applicable. Captions and descriptions must repeat the disclosure. Do not place branding in the disclosure.
3.3.5 Participants must retain original, unaltered media and provide it to MLS Now upon request for verification.
3.4 Subsequent Use of Media
Use of media that is included in the MLS compilation by any subsequent Subscriber requires prior written authorization from the Participant/Subscriber who previously submitted the media and any party with the legal right to grant that authorization.