A real estate listing for a $1.45 million Brisbane property has ignited controversy after it was revealed the hero image was artificially generated. The listing by Ray White Aspley showcased a pristine home with a white picket fence, but deeper into the gallery, photos revealed a chain-link fence and a different paint job. The enhanced image carried the disclaimer 'artist impression for illustrative and marketing purposes only,' but online critics slammed the practice as 'disgusting behaviour,' arguing that a simple disclaimer was insufficient.
Agency Apologises and Removes AI Content
In response to inquiries, Ray White Aspley Group CEO Robert Green apologised and removed the AI-generated content. 'We apologise for any confusion we may have caused with the use of AI photos on one of our Northgate listings,' he said. 'AI technology is new, and its use in real estate is uncharted territory. We want to be part of the conversation and help to navigate how AI can be used ethically within our industry.' Green acknowledged that 'AI is here to stay' and emphasised the need for responsible use.
Other Agencies Under Scrutiny
Ray White is not alone in using AI-enhanced images. A listing by Ross Realty for a $1 million home in Western Australia also drew criticism. The ad featured a spacious lounge with end tables and a coffee table, but a house hunter who inspected the property shared a photo showing cramped sofas with no room for the furniture. The enhanced image has since been removed. News.com.au has contacted Ross Realty for comment.
Legal Perspective on Altered Photos
Under federal Australian Consumer Law, property advertising cannot be misleading or deceptive, covering words, images, and overall impression, according to Emily McMullan, principal solicitor at McMullan Lawyers. 'The legal question is whether the image gives consumers a misleading impression of the property,' she said. Some enhancements like lighting changes or wide lenses may be low-risk if clearly labelled. However, McMullan noted that the law has yet to catch up with AI, and agents may see this as a legitimate marketing strategy until challenged.
Meg Dalling from the Consumer Action Law Centre warned that the explosion of AI and Australia's lack of online protections require buyers and renters to be 'ever vigilant.' 'Unfortunately, we now all need to start from the point of scepticism, and if it looks too good to be true, it probably is,' she said. 'Until Australia has effective laws in place to combat these types of digital scam, we are all vulnerable to being tricked and ripped off.'
State-Level Crackdowns
In New South Wales, regulators have begun to act. The Residential Tenancies (Protection of Personal Information) Amendment Bill now requires agents to disclose if a rental ad image has been digitally altered in a way that could mislead renters. This move signals growing concern over deceptive practices in the real estate market.
