Amazon requires sellers to label AI-generated images after New York law

Amazon introduced a new policy requiring third-party sellers to disclose when product images or videos feature AI-generated people.

CNBC reported move follows a recently enacted New York law that requires companies to inform consumers when advertisements use "synthetic performers" instead of real people.

Under the updated policy, sellers must tag affected images and enhanced listing content with specific metadata before uploading them.

Law aims to improve transparency

The New York legislation, which took effect last month, requires businesses to disclose when digitally created people who appear realistic are used in advertisements.

According to the law, the requirement applies to AI-generated people but does not cover fictional characters from television, films or video games, nor real people whose images have been edited using AI.

Amazon said it will display an indicator on eligible product listings to let shoppers know when AI-generated people appear in the content.

AI plays growing role on Amazon marketplace

The policy comes as more marketplace sellers use artificial intelligence to create product images, videos and listing descriptions, including through Amazon's own AI-powered tools.

Third-party sellers account for more than 60% of products sold on Amazon's marketplace, making the change significant for millions of listings.

Other tech platforms have adopted similar labels

There is currently no federal US law requiring AI-generated advertising content to be labelled.

However, several states have introduced transparency measures, while major technology companies, including Meta, TikTok, Pinterest and YouTube, already label AI-generated images or videos uploaded to their platforms.