UK estate agents using virtually staged images must clearly label every edited photo as "virtually staged" — directly on or alongside the image — so buyers are never misled about a property's actual condition. This is not a grey area. Guidance from the Advertising Standards Authority (ASA), the Competition and Markets Authority (CMA), and the major property portals all point in the same direction: edited images must be disclosed, and the disclosure must be prominent enough to be seen before a viewer forms an impression of the room.
Why disclosure matters legally and ethically
Virtual staging adds furniture, soft furnishings and lighting to a photograph of an empty room. It does not alter the room's dimensions, remove fixtures, or conceal defects. Even so, a buyer viewing a furnished image without any label could reasonably believe the property comes with those contents, or could form a more favourable impression of the space than the empty room would give. That gap between impression and reality is exactly what consumer protection law is designed to close.
The Consumer Protection from Unfair Trading Regulations 2008 (CPRs) prohibit misleading actions and misleading omissions in commercial practices directed at consumers. An unlabelled virtually staged image could constitute a misleading omission if it causes the average buyer to make a transactional decision they would not otherwise have made — such as booking a viewing under the false belief that the property is furnished or that rooms are finished to a higher standard.
Warning
The CPRs apply to estate agents acting on behalf of sellers, not just to the sellers themselves. If you publish unlabelled virtually staged images, the compliance risk sits with your agency.
What the ASA and CMA expect
The ASA applies the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) to property listings distributed digitally, including portal listings and social media posts. The CAP Code requires that adverts are not misleading and that significant information consumers need to make an informed decision is not omitted. ASA rulings on property advertising have consistently found that computer-generated or digitally enhanced images require a clear label — such as "computer-generated image" or, in this context, "virtually staged" — so that the representation is understood as illustrative.
The CMA's guidance on property sales, updated in recent years, reinforces the same point: any image that does not accurately represent the property as it currently exists should carry a clear, visible disclaimer. The guidance specifically references digitally enhanced images in new-build marketing, but the principle extends to any residential listing where an image has been materially altered.
Portal rules: Rightmove, Zoopla and OnTheMarket
All three major UK portals — Rightmove, Zoopla and OnTheMarket — have terms of use that require listed properties to be accurately represented. Rightmove's data feed requirements and agent guidelines specify that virtually staged or digitally altered images must be clearly identified as such. While each portal's precise wording varies and is updated periodically, the consistent expectation is a visible label on or adjacent to the image, not a note buried in the property description.
Tip
Check each portal's current agent guidelines directly, as terms are updated periodically. A label baked into the image itself — rather than added only in the description — is the safest approach across all platforms.
What "clearly labelled" actually means in practice
Disclosure is not satisfied by a single line at the bottom of a listing description that a viewer might never read. The label needs to be visible at the point where the image is seen. In practice, this means one or more of the following:
- A text overlay printed directly on the image, such as "Virtually staged" in a legible font and contrasting colour
- A clear caption immediately below the image on the listing page
- A visible watermark or badge that persists when the image is shared or downloaded
- A prominent note in the image gallery itself, not just in the written description
The label should use plain language buyers will understand. "Virtually staged", "digitally furnished" or "computer-generated furnishings" all work. Abbreviations or small-print disclaimers tucked into footnotes do not meet the spirit of the guidance.
What virtual staging does — and does not — change
It is worth being clear about scope, because confusion here sometimes leads agents to avoid virtual staging entirely when they have no reason to. Compliant virtual staging only adds digital furniture and soft furnishings to empty rooms. It does not:
- Alter the room's dimensions or proportions
- Remove fixtures, fittings or structural features
- Conceal defects, damp, damage or disrepair
- Change windows, doors, floor types or ceiling heights
- Suggest the property includes contents it does not
When an image is clearly labelled, buyers understand they are looking at an illustration of how the space could be used. That is no different in principle from a developer's show-home photography or an architect's visualisation — both of which have been used in property marketing for many years without controversy, precisely because the illustrative nature is made clear.
How to stay compliant: a simple process for agents
- Use a virtual staging provider that bakes the "virtually staged" label directly into every delivered image, so you cannot accidentally publish an unlabelled photo.
- Check that the label is visible at the size images are displayed on Rightmove, Zoopla and OnTheMarket — not just on a large monitor.
- Keep the original, unstaged photographs and include at least one in the listing so buyers can see the actual empty room.
- Add a brief note in the property description confirming that some images have been virtually staged for illustrative purposes.
- When sharing staged images on social media, carry the label through — do not crop or edit it out before posting.
- Ensure any printed brochures or particulars that include staged images carry the same disclosure.
- Review your chosen portal's current agent guidelines before each campaign, as requirements can be updated.
The case for labelling as a selling point, not a liability
Many agents worry that a "virtually staged" label will put buyers off. The evidence does not support that fear. Buyers understand that an empty property is hard to visualise, and they generally respond well to an agent who has made the effort to help them imagine the space — provided it is done honestly. An unlabelled image that later surprises a viewer at a viewing does far more damage to trust than a clearly labelled illustration that sets accurate expectations from the start.
According to the NAR's 2025 Profile of Home Staging, 83% of buyers' agents report that staging helps buyers picture a property as a future home, and 49% of sellers' agents say staging reduced time on market. Transparent, labelled staging captures those benefits without any of the compliance risk of unlabelled edits.
How 24staged handles disclosure for you
Every image delivered by 24staged carries a clear "virtually staged" label built into the file — it is not optional and it cannot be missed. That means you do not have to rely on a manual process or remember to add a disclaimer before uploading to a portal. The compliance step is done before the image reaches your inbox. Combined with same-working-day turnaround, this makes it straightforward to launch a vacant listing quickly and confidently, without the disclosure anxiety that stops many agents from using virtual staging at all.
Tip
Want to see what a labelled, portal-ready virtually staged image looks like before you commit? Request a free staged sample at 24staged.com/#sample — no payment required.
Is virtual staging legal in the UK?
Yes, virtual staging is legal in the UK provided images are clearly labelled as virtually staged or digitally furnished. The legal risk arises only when edited images are published without disclosure, which can constitute a misleading omission under the Consumer Protection from Unfair Trading Regulations 2008.
Do Rightmove and Zoopla allow virtually staged photos?
Both portals permit virtually staged images, but require that they are clearly identified as digitally altered. An agent should check each portal's current agent guidelines, as the precise requirements can be updated. A label embedded in the image itself is the safest way to ensure compliance across all platforms.
Does the "virtually staged" label put buyers off?
In practice, most buyers understand that an empty room is difficult to assess and welcome the visual help. A clear label sets accurate expectations before a viewing, which protects the agent's credibility. An unlabelled image that misleads a buyer about the property's contents or finish is far more likely to damage trust.
Do I need to include the original unstaged photo alongside the virtually staged one?
No rule currently requires agents to include the original photo, but it is good practice to include at least one unstaged image so buyers can see the actual condition of the room. This reinforces transparency and reduces the chance of a disappointed reaction at viewing.
Does the disclosure rule apply to social media posts as well as portal listings?
Yes. The CAP Code applies to digital advertising including social media. If you share a virtually staged image on Instagram, Facebook or LinkedIn as part of marketing a property, the image should carry the same disclosure as it would on a portal listing. Cropping or removing the label before posting would undermine compliance.