Our FMA Director, Shannon Fitzpatrick, was recently interviewed by AIM Group on proposed laws that could upend how rental properties are marketed. Below is an excerpt of Shannon’s interview.

🔍 AI-Enhanced Rental Photos Under Fire in Australia

Australia is cracking down on digitally altered images in rental listings, with new laws in NSW and Victoria requiring real estate agents and landlords to disclose any AI edits that could mislead prospective tenants — such as removing powerlines, hiding mould, or digitally staging rooms.

• Penalties are steep, with fines of up to AUD 22,000 for businesses in NSW.
• The move is part of a broader initiative to promote transparency in the rental market, including the successful elimination of rent bidding on platforms like REA and Domain.

📸 Why This Matters for Marketplaces

Shannon Fitzpatrick of FMA Consulting emphasized that property marketplaces now have a unique opportunity to lead the charge in ethical AI use:

“Marketplaces should not wait for legislative change. Transparency and trust is a competitive advantage, not just compliance.” — Shannon Fitzpatrick, FMA Consulting

Fitzpatrick warns that current platform workflows haven’t kept pace with the rise of AI editing tools, and no major Australian property site currently addresses AI or image manipulation in their listing terms or upload processes.

🧠 The Role of AI Governance

FMA Consulting scanned property sites and found:

• No AI guidance in listing policies.
• No visible detection or disclosure tech (e.g. GAN detectors, metadata tags like EXIF).

Fitzpatrick suggests marketplaces could implement automated image badges or build clearer AI policies into upload workflows to retain trust and stay ahead of regulation.

✅ Key Takeaways for Industry Leaders

• AI-enhanced imagery can boost presentation — but without disclosure, it risks legal and reputational consequences.
• Marketplaces have the tools and influence to set ethical norms in digital advertising.
• Proactive AI governance is not just about compliance — it’s a brand trust issue.

👋 Want to Know More?

FMA Consulting advises marketplaces, media platforms, and digital advertisers on AI and data governance. If you’re exploring how to future-proof your platform’s use of AI, contact FMA Consulting to learn more.

💡 This summary is based on insights from the AIM Group‘s premium Marketplaces Report. For deeper industry analysis and expert interviews, including this piece by Angela Hawksford, we encourage subscribing to AIM’s content at aimgroup.com. It’s a valuable resource for anyone navigating the intersection of digital marketplaces, regulation, and innovation.

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