Holidaymakers are being advised that artificial intelligence (AI) is increasingly used to manipulate adverts for holiday lets. While some AI uses, such as correcting lighting or adding furniture, generally do not cross legal boundaries, others may constitute false advertising.
Adding non-existent features, enlarging rooms, or changing views in property photos can give an overly favourable impression. Under consumer law, businesses must not mislead customers. Guests who feel misled by doctored images may be protected by the Advertising Standards Agency and the Digital Markets, Competition and Consumers Act, allowing them to seek refunds and leave negative reviews.
Platforms like Airbnb have rules prohibiting the use of AI to over-enhance photos and reserve the right to remove non-compliant listings. For guests, it is suggested to cross-reference advertised views with tools like Google Maps to verify property details.