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Written question asked by Lord Taylor of Warwick (Non-affiliated) on Monday, 8 June 2026, in the House of Lords. It was due for an answer on Monday, 22 June 2026. It was answered by Baroness Taylor of Stevenage (Labour) on Tuesday, 16 June 2026 on behalf of the Ministry of Housing, Communities and Local Government.

Housing: Artificial Intelligence

Question

To ask His Majesty's Government what assessment they have made of whether existing consumer protection regulations are sufficient to address the use of artificial intelligence-generated imagery and other artificial intelligence-enhanced marketing materials in residential property listings.

Answer

The Digital Markets, Competition and Consumers Act 2024 (DMCCA) requires that any property information that would help a prospective homebuyer to make an informed decision about buying a property is not hidden or omitted. Any property agent who uses AI images or AI-generated marketing materials which misrepresent the property they are listing for rent or sale could be breaking the law.

On 6 October 2025, we announced the biggest shake-up to home buying in this country’s history, designed to cut weeks from the process. We consulted on a package of reforms including which material information should be included in property sales listings. The responses will support us to develop guidance for estate agents on how to discharge their duties under the DMCCA in this area.

We will be setting out next steps in our home buying and selling reform roadmap which will be published in due course.

Secondary information

Type
Written question
Reference
HL763
Session
2026-27
Related items
Housing: Sales
Tuesday, 7 July 2026
Written questions
House of Lords
Subjects
Consumers Housing Protection Marketing Sales Artificial intelligence
Link
View this Written question on www.parliament.uk