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Written question asked by Lord Taylor of Warwick (Non-affiliated) on Tuesday, 14 July 2026, in the House of Lords. It was due for an answer on Tuesday, 28 July 2026. It was answered by Lord Leong (Labour) on Friday, 17 July 2026 on behalf of the Department for Business and Trade.

Estate Agents: Artificial Intelligence

Question

To ask His Majesty's Government what assessment they have made of the adequacy of consumer protection legislation in relation to the use of artificially generated or enhanced images in residential property listings.

Answer

The Digital Markets, Competition and Consumers Act 2024 protects consumers from unfair trading practices and prohibits traders, including estate agents, from omitting (or providing unclear, untimely or obscure) material information to consumers in any ‘invitation to purchase’.

The Act strengthens consumer law enforcement by giving the Competition and Markets Authority (CMA) new administrative powers, and the CMA and courts the ability to impose significant monetary penalties of up to 10% of turnover.

The CMA has issued updated guidance on price transparency and unfair commercial practices to help businesses comply.

In addition, since 1 October 2008 all estate agents in the UK who engage in residential estate agency work are required to belong to an approved redress scheme, either the Property Ombudsman or the Property Redress Scheme. This is a requirement of the Consumers, Estate Agents and Redress Act 2007.

Secondary information

Type
Written question
Reference
HL2110
Session
2026-27
Subjects
Estate agents Photographs Artificial intelligence
Link
View this Written question on www.parliament.uk