A plain-English guide to UK consumer protection law (the DMCC Act 2024), Rightmove and Zoopla, and how StageVeo helps keep your listings on the right side of both.
Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has set the rules on unfair commercial practices in the UK, replacing the Consumer Protection from Unfair Trading Regulations 2008. It applies to estate and letting agents, and to landlords marketing their own property. You must not mislead a prospective buyer or tenant by what you say, what you show, or by leaving out information they need. The Competition and Markets Authority can now enforce this directly and impose fines without going to court.
Virtual staging is legal and widely used, but a staged image that a viewer might mistake for the current condition of the property is a misleading action under the DMCC Act. The fix is simple: disclose that the image is virtually staged, and don't alter anything about the property itself (windows, doors, room size, structural features).
Our rule of thumb: enhance the presentation, never misrepresent the property.
Both Rightmove and Zoopla permit virtually staged images, provided each one is clearly labelled so a buyer or tenant can tell at a glance that it isn't a live photo of the property. In practice this means a visible on-image label such as "Virtually Staged" or "Digitally Furnished", not just a note in the description.
Listings that mix staged and unstaged photos should make the distinction obvious. Removing or hiding disclosure to make a room look "move-in ready" when it isn't is what triggers portal takedowns and DMCC Act complaints, not the staging itself.
Portal rules change, so check Rightmove's and Zoopla's current guidance before uploading.
Do I legally have to disclose virtual staging?
Yes. Under the DMCC Act, any image that a reasonable buyer might mistake for the current state of the property must be disclosed as virtually staged. A clear on-image label is the accepted way to do it.
Will Rightmove or Zoopla reject my listing?
Not for using virtual staging. Both portals allow it. Listings get flagged when staged images are undisclosed, or when the staging misrepresents the property itself (adding a fireplace, enlarging a room, hiding damp). StageVeo's watermark and architectural fidelity address both.
What if I use an unstaged photo alongside a staged one?
That's the recommended approach: buyers see both the current condition and the furnished potential. Just make sure the staged image is clearly labelled so the two aren't mistaken for each other.
Can I remove the "Virtually Staged" watermark on a paid plan?
Yes. Paid plans download full size with the "Virtually Staged" label on by default. You can switch it off with one tap, for example for print or brochures, and StageVeo remembers your choice. You shouldn't upload the unwatermarked version to a public listing without adding your own on-image disclosure.
Who's responsible if a complaint is made?
The agent or landlord marketing the property is responsible under the DMCC Act. StageVeo gives you the disclosure tools and keeps the architecture intact; using them correctly on the listing is the agent's call.
Questions about a specific listing or portal query?
Contact StageVeoGeneral guidance, not legal advice. Last reviewed: October 2026.