Events

Utah Association of Realtors

23 hours ago

Article 2 of the Code of Ethics requires REALTORS® to avoid “exaggeration, misrepresentation, or concealment of pertinent facts relating to the property or the transaction.”

Article 12 of the Code of Ethics requires REALTORS® to be “honest and truthful in their real estate communications and shall present a true picture in their advertising, marketing, and other representations.”

Additionally, under Utah Statute, it is unlawful for a real estate agent to advertise “the availability of real estate or the services of a licensee in a false, misleading, or deceptive manner.”

With these warnings as a backdrop, I want to offer a word of caution to REALTORS® regarding the marketing materials they use. I understand that first impressions are important to buyers. I understand that listing agents and sellers alike want to make a strong first impression. However, this desire cannot come at the expense of being misleading or untruthful in the marketing materials.

Artificial Intelligence (“AI”) offers many ways to streamline the real estate industry. However, using AI to create false picture of the seller’s property may violate both a REALTOR®’s ethical obligations and licensing obligations. Using AI to eliminate unsightly cracks in the walls, or powerline poles, or to show bedrooms with fresh coats of paint and color are all potential examples. Using AI to draft description language that misrepresents the actual property is another potential example.

If you are going to use AI as a tool in your marketing, PLEASE make sure that the photos and descriptions are accurate and truthful. AI does not replace your responsibility for your marketing materials. For more information from NAR about the use of AI, please visit www.nar.realtor/artificial-intelligence-real-estate

Also, feel free to reach out to the UAR’s legal hotline at 801-676-5211 with any questions.

- Kreg Wagner, UAR legal counsel ... See MoreSee Less