Is virtual staging allowed in the UK?

Yes. Virtual staging is allowed on Rightmove and Zoopla, as long as every staged image is clearly labelled as virtually staged and doesn't hide or misrepresent the property's condition. See our virtual staging disclosure guide for how to label images.

This guide covers what the law expects, what to label, and what you must never change.

Short answer

• Virtual staging is allowed.
• Label every staged image clearly, on the image itself.
• Never change the property: no new windows, no bigger rooms, no hidden damp.
• Show at least one real photo of the room alongside the staged one.

What the law says

Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 (the DMCC Act) has set the rules on unfair commercial practices in the UK. It replaced the Consumer Protection from Unfair Trading Regulations 2008.

It applies to estate agents, letting agents and landlords who market their own property. You must not mislead a buyer or tenant by what you say, what you show, or what you leave out. The Competition and Markets Authority can now enforce this directly and issue fines without going to court.

A staged photo is fine. A staged photo that someone could mistake for the room as it is today is the problem. The fix is a clear label.

What you can change

Virtual staging adds furniture and décor to an empty room. It's there to help a viewer picture the space as a home.

You can:

• add sofas, beds, rugs, lamps and art
• show the same room in two or three styles
• show a different wall colour or flooring as an idea, as long as you say so
• remove old furniture from a cluttered photo, as long as the room itself stays the same

What you must never change

These are part of the property. Changing them misleads people:

• windows, doors, walls and radiators
• the size or shape of a room
• damp, cracks, damage or anything that needs repair
• the view from the window, or what's next door
• fixtures that stay with the property, unless you label the change

If a staged image shows different paint or fittings from the property today, say so on the listing.

How to label staged photos

Put the label on the image, where it can't be missed. "Virtually staged" works. A note buried in the description isn't enough on its own.

Good practice:

• Label every staged image, not just the first one.
• Put an unstaged photo of the same room in the listing.
• Keep your original photos. You may be asked for them.
• If you change the lighting, for example a day-to-dusk exterior, label that too. It's an edited image, not a photo taken at dusk.

What about Rightmove and Zoopla?

Both portals allow virtually staged images. Problems come when staged images aren't labelled, or when the staging hides something about the property. Portal rules change, so check Rightmove's and Zoopla's current guidance before you upload.

Who is responsible?

The person marketing the property. That's the agent, or the landlord if they advertise it themselves. The staging tool can't decide how an image is used on a listing.

How StageVeo handles this

• Every StageVeo download carries a "Virtually staged" label by default.
• Free downloads always carry the label. Paid users can switch it off for print or brochures, and we remember the choice.
• StageVeo keeps windows, radiators, sockets and doors where they are.
• Your original photo is kept, with a "Download original photo" button in My Stagings.
• Exports come at Rightmove (1024×768) and Zoopla (1600×1200) sizes.

Read our disclosure guide for more detail.