California AB 723: What the New Law Means for Real Estate Photos

Starting January 1, 2026, a new California law — Assembly Bill 723 (AB 723) — will change how digitally edited real estate photos must be disclosed in property marketing.

With increasingly powerful editing tools and AI-driven enhancements becoming more common, the goal of this law is simple: transparency. Buyers should be able to clearly understand when an image has been altered in a way that changes the appearance of a property.

Here’s what you need to know, what’s changing, and what isn’t.

What Is AB 723?

AB 723 adds a new requirement to California’s real estate advertising rules:If a listing photo is digitally altered in a way that changes the visual representation of the property, that alteration must be disclosed.

In addition, the original, unaltered image must be made available to viewers — either directly or through a link or QR code, depending on where the image is displayed.

This applies to listing photos used in:

• MLS listings

• Property websites

• Flyers and print marketing

• Social media posts

• Online advertisements

Anyone acting on behalf of a real estate agent or broker — including photographers and media companies — is impacted by this law.

What Counts as a “Digitally Altered” Image?

AB 723 focuses on material alterations — edits that change what a buyer sees or perceives about the property.

Examples that require disclosure:

• Adding or replacing skies

• Adding fire to a fireplace

• Adding images to TV screens

• Virtual staging or removing furniture

• Removing objects like power lines, debris, or neighboring items

• Altering views seen through windows

• AI-generated or composited elements

If an edit adds, removes, or changes a feature of the home, it likely falls under this category.

What Is Still Allowed Without Disclosure?

The law does not prohibit professional photo editing — and it does not require disclosure for standard enhancements that improve clarity while accurately representing the property.

Still allowed:

• Color correction and white balance

• Exposure and brightness adjustments

• Straightening vertical lines

• Cropping and framing

• Sharpening and noise reduction

These edits are considered normal photography practices and are still an essential part of producing high-quality listing photos.

How This Affects Our Services

To ensure full compliance with AB 723 and to keep things simple and risk-free for our clients, we are updating our editing practices.

Effective immediately, we are discontinuing unless requested:

• Blue sky replacement

• Fire added to fireplaces

• Images added to TV screens

These edits are now clearly considered material alterations and would require disclosures and original image access under the new law.

What stays the same:

We will continue to deliver clean, bright, professionally edited photos using industry-standard techniques that enhance accuracy and visual appeal — without misrepresenting the property.

Our goal is to help you market listings confidently while staying compliant.

Why This Matters for Agents

AB 723 places responsibility on real estate professionals to ensure advertising is truthful and transparent. Non-compliance could lead to:

• MLS rule violations

• Licensing concerns

• Loss of buyer trust

By aligning your marketing with the new law now, you avoid last-minute changes and uncertainty later.

Our Commitment to Compliance and Quality

We believe great listing photos should:

• Look professional

• Represent the property accurately

• Build trust with buyers

• Protect agents from compliance issues

This update allows us to continue delivering high-quality media while ensuring your listings meet California’s evolving standards.

Questions? We’re Here to Help.

If you’re unsure whether a specific edit requires disclosure, or you’d like guidance on compliant marketing moving forward, feel free to reach out.

We’re always happy to help.