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Truth In Advertising

As REALTORS®, we are tasked with both the sales and marketing aspects of moving properties. Members of the public at large are protected by legislation and professional ethics codes designed to keep our advertising truthful and accurate. We are not allowed to misrepresent a property we have listed for sale.

I was reading the Ubertor Blog this morning, and Steve had posted about agents using Photoshop software to clean up and edit an image used in marketing a property. It is one thing to adjust lighting levels or “airbrush” out a cat or dirty laundry that was inadvertently captured in a frame. It is another altogether to remove power lines from a view shot, add a tree, or change the colour of a house. I think we can all agree this would run afoul of REALTOR® ethics codes and consumer protection legislation.

How much is too much? I regularly touch up my photos. I increase brightness, colour saturation, and I will often edit out items that shouldn’t be there, such as Fido or a vacuum cleaner left in the shot. I would never grossly misrepresent a property, however.

What about this ad I found on

Miracle Cream! Would people actually believe this miracle cream works so well as to turn a dried out raisin into a bunch of fresh ripe grapes? Better be careful with this one… use too much and you’ll degenerate back into a fetus.

Tim Ayres

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