ENACTED
Effective January 1, 2027
Wisconsin
Wisconsin Act 69
The second state law requiring real estate professionals to disclose AI-altered marketing images. Wisconsin's “transparency-first” approach could set a national standard for real estate photo disclosure requirements.
Overview
Assembly Bill 456, signed into law as Wisconsin Act 69 in December 2025, requires real estate licensees to disclose when advertising has been altered using technology, including artificial intelligence, to add, remove, or change elements of a property.
The law creates Section 452.136(1m) of the Wisconsin Statutes, establishing clear disclosure requirements for all digitally modified real estate marketing materials.
Wisconsin is the second state after California to enact specific legislation addressing AI-altered real estate images, with its law taking effect one year after California's AB-723.
Quick Facts
Applies to
WI Real Estate Licensees
Property Type
Residential & Commercial
Effective
January 1, 2027
Max Fine
License discipline
Enforcement
WI DSPS
What Requires Disclosure
The following alterations must be disclosed under Wisconsin Act 69:
Virtual staging (furniture, decor, or items added digitally)
AI-generated or enhanced images
Removal or addition of permanent features
Alterations that create a false or misleading impression
Changes to landscaping, views, or surroundings
Modifications to room dimensions or layout appearance
What's Exempt
Standard processing that doesn't require disclosure:
Color correction and white balance
Exposure and brightness adjustments
Cropping and straightening
Lens distortion correction
Sharpening and clarity
Removal of temporary items (trash cans, vehicles)
Standard HDR processing
How to Comply
Follow these steps to ensure your Wisconsin listings meet Act 69 requirements.
1
Review All Marketing Materials
Audit all listing photos and identify any that have been digitally altered beyond standard processing.
2
Document Original Versions
Maintain unaltered versions of all photos used in marketing materials.
3
Add Clear Disclosures
Include disclosure language identifying images as altered using technology or AI.
4
Provide Access to Originals
Make unaltered photos available to consumers upon request.
PropMedia Makes It Easy
Our disclosure tool helps you meet Wisconsin Act 69 requirements automatically. Upload your photos, select the edit types, and download a compliant image with a badge that links to the unaltered photo.
Create Compliant Disclosure
Compliance Risks & Penalties
Wisconsin Act 69 is enforced by the Wisconsin Department of Safety and Professional Services (DSPS). Non-compliance can result in disciplinary action.
License discipline
The DSPS may take disciplinary action against licensees who fail to disclose altered images, including warnings, required education, or more serious sanctions.
Administrative penalties
Violations may result in administrative fines and penalties as determined by the DSPS enforcement process.
Consumer complaints
Buyers who feel misled by undisclosed alterations may file complaints with DSPS, triggering investigation and potential discipline.
Civil liability exposure
Beyond regulatory penalties, misleading images could expose agents to civil claims for misrepresentation or deceptive trade practices.
Key Risks Summary
License discipline including warnings, required education, or suspension
Administrative fines as determined by DSPS
Consumer complaint investigations
Potential civil liability for misrepresentation
Official Source
Read the full text of Wisconsin Act 69 (Assembly Bill 456) on the Wisconsin Legislature website.
View Full Legal Text
Last updated: December 2025
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