By Chantelle Muzanenhamo
Estate agents who use artificial intelligence (AI) to digitally enhance property images or create misleading virtual tours could face regulatory consequences under new rules governing the real estate sector.
The regulations, announced on Friday by the Permanent Secretary for Information, Publicity and Broadcasting Services, Nick Mangwana, place strict requirements on how digital technologies are used in property marketing.
In a post on X, Mangwana outlined new provisions that seek to ensure that properties advertised online accurately reflect their actual physical condition, dimensions, layout and material features.
“The Rule: Any digital technology used—specifically listing virtual tours, 3D modelling, drone photography, augmented reality (AR), and Artificial Intelligence (AI)-generated content—must accurately reflect the current physical condition, dimensions, layout, and material features of the property at the time it is published,” He Wrote
The provisions effectively put estate agents on notice against using AI-powered enhancements, misleading editing or outdated photographs to make properties appear more attractive than they are in reality.
Agents will therefore be expected to ensure that prospective buyers and tenants see an accurate digital representation of properties before making viewing or purchasing decisions.
The regulations also make it clear that using AI or third-party digital platforms does not absolve estate agents of responsibility for the content they publish.
Agents must maintain verifiable records showing that all automated or digitally generated material underwent human review and verification before being made public.
This means an estate agent cannot simply blame an AI tool or an external service provider if a property listing contains misleading information.
Beyond AI-generated content, the new rules extend professional conduct requirements to social media, digital communications and third-party technology platforms.
They also prohibit the use of photographs, videos, music, logos and other creative works belonging to third parties without prior written consent or authorisation.
The regulations introduce a broad legal definition of digital technologies, covering electronic, computational and internet-based tools used in estate agency practice.
The move comes as digital marketing and AI tools become increasingly common in the property industry, offering agents new ways to showcase homes and attract potential clients.
However, the new requirements place accuracy and accountability at the centre of digital property advertising, making it clear that while technology can help sell a property, it cannot be used to misrepresent what is actually on offer.