Amazon Requires Sellers to Flag AI-Generated People in Listings After New York Law

Amazon has told its third-party sellers that any product images, videos, or “A+ content” featuring photorealistic AI-generated people must be tagged with specific metadata before upload. The label will appear on the product page to inform shoppers that the visual includes synthetic performers. The requirement does not extend to depictions of TV, video-game or movie characters, nor to content that includes real people even if altered with AI.

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New York enacted a first-in-the-nation statute that obligates advertisers to disclose when digitally-created media appear as real persons. The law, which took effect last month, targets “synthetic performers” in ads to prevent confusion between real and fabricated imagery. Governor Kathy Hochul’s office emphasized that undisclosed AI-generated content can erode the public’s ability to distinguish fact from fiction.

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Amazon’s internal announcement cited the legislation, noting that the new tagging protocol aligns with the “recent legislation requires disclosure when images or videos in advertisements contain photorealistic AI-generated people.” The company also clarified that the rule excludes fictional characters and altered real-person footage. Governor Hochul’s office released a statement describing the law as essential for transparency in a landscape where AI-generated media are increasingly prevalent.

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Third-party sellers, who supply more than 60 % of items sold on Amazon, are now responsible for adding the AI-generated-person indicator. The move follows similar labeling efforts by platforms such as Meta, TikTok, Pinterest and Google YouTube, and mirrors California’s earlier mandate for AI providers to embed watermarks in synthetic content. Analysts note that the policy could increase compliance costs for sellers but may also bolster consumer trust in listings that clearly disclose AI usage.

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• “Recent legislation requires disclosure when images or videos in advertisements contain photorealistic AI-generated people,” — More Amazon

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