Regulatory
Our commitment
ListLift makes cinematic media for the built environment using generative AI. The people who view our work deserve to know how it was made. This policy sets out how we mark, disclose, and stand behind every AI-generated image and film we produce for clients in Canada.
ListLift, operating as Storytailors Limited, is a signatory to the EU Code of Practice on Transparency of AI-Generated Content. We hold ourselves to that standard in every market we work in, including this one.
Why this matters
Our work is photorealistic. We create film and imagery of spaces that may not be built yet, or that exist but have never been captured at their best. That realism is the point of what we do. It is also exactly why transparency matters. Media this convincing should never leave a buyer, a realtor, or a member of the public unsure whether they are looking at a real photograph or an AI-generated rendering. We remove that doubt by telling people, every time.
Where we sit under Canadian rules
There is no federal statute in Canada that mirrors the disclosure duty set out in Article 50 of the EU AI Act. The Artificial Intelligence and Data Act, introduced as part of Bill C-27, did not pass into law. What does apply is the deceptive marketing practices provisions of the Competition Act, which cover advertising and marketing material, alongside provincial consumer protection legislation. Canada also maintains a voluntary code of conduct for advanced generative AI systems.
We do not treat the absence of a comprehensive statute as permission to hold a lower standard. Our disclosure practice is the same in Toronto as it is in Dublin.
Our commitments
1. We mark AI-generated content
Where our production tools support it, we retain and pass through machine-readable provenance information — Content Credentials, built on the C2PA standard — that identifies our output as artificially generated. We apply this marking as far as is technically feasible and in line with recognized standards, so that downstream systems can detect how the content was made even after it leaves us.
2. We disclose AI-generated and manipulated content
Every film and image we deliver is clearly identified as AI-generated or AI-manipulated. This covers work that shows an unbuilt space, work that restages or alters an existing space, and any composite of the two. We disclose this in a way that does not spoil the work itself, but is never hidden, buried, or left to chance.
3. We make our disclosures clear and accessible
Our disclosures are written in plain language and shown clearly at the point a person first sees the content. They meet applicable accessibility requirements, so the information reaches everyone, not only those who go looking for it.
4. Humans are responsible for every frame
A human creative reviews every output before it reaches a client. AI does not publish through us unsupervised. This is our quality standard and our ethical line, and it sits alongside our disclosure practice rather than replacing it. We disclose AI generation whether or not a person reviewed the work.
What we ask of clients
When you publish media we have produced, keep our AI disclosure intact. Removing or obscuring it exposes you to deceptive marketing risk under the Competition Act, and it undermines the trust the disclosure exists to protect. If you need the disclosure adapted for a particular channel or format, talk to us and we will help you do it properly.
Governance and accountability
This policy is owned at director level and reviewed at least once a year, and sooner if federal or provincial rules, or our own production tools, change in a way that affects it. We keep records of how our media is marked and disclosed, so we can demonstrate our practice if a client, a platform, or a regulator asks.
Questions
If you have a question about how a specific piece of our work was made, or about this policy, write to us at hello@listlift.com.