Amazon is requiring third-party sellers to label product images and videos containing photorealistic AI-generated people, following a new New York state transparency law aimed at synthetic performers in advertising. According to an announcement viewed by CNBC, the e-commerce giant directed merchants Wednesday to tag listings with specific metadata keywords before uploading graphics or video content.
New York Synthetic Performer Law Drives Amazon Policy Change
The policy shift comes directly in response to a New York statute that took effect last month. The legislation mandates explicit disclosures when companies use digitally created media to replace human actors in ads. Governor Kathy Hochul’s office described the statute as a first-in-the-nation measure designed to prevent consumers from confusing synthetic content with reality. Without proper notice, automated media and AI-generated synthetic performers undermine a person’s ability to distinguish fact from fiction, according to state officials.
Pro Tip: Sellers using Amazon’s listing tools should review their media files immediately to ensure all AI-generated human images include the required metadata tags before uploading A+ content.
How Amazon Sellers Must Label AI Media
Under the updated rules, merchants must apply specific metadata keywords to designate images and video graphics on listing pages if those visuals feature artificial people. Amazon clarified that the mandate does not extend to traditional TV, video game, or movie characters. It also excludes content featuring real individuals, even if digital tools have altered their appearance.
Amazon plans to display a visible indicator on web listings where applicable to inform shoppers that the displayed media features AI-generated people. The company has not yet detailed the exact criteria it will use to trigger these labels, and Amazon representatives did not immediately provide comment to media inquiries.
Broader Regulatory Landscape for Artificial Intelligence
While no federal statute currently mandates the labeling of AI-created advertising content, individual states are enacting tighter restrictions. California launched a requirement earlier this year compelling major AI developers to embed digital watermarks into generated images and video files.
Major tech platforms are also adjusting their compliance frameworks. Platforms like Meta, TikTok, Pinterest, and Google’s YouTube have introduced labeling systems for uploaded synthetic content. However, scrutiny remains high. TikTok and Meta faced recent criticism for failing to adequately flag ads featuring AI influencers promoting questionable products, prompting platforms to ban certain misleading health-claim accounts and expand automated labeling.
Did You Know? Independent marketplace data indicates that third-party vendors drive Amazon’s core retail business, generating more than 60% of all goods sold on the platform.
Frequently Asked Questions
Does Amazon require labels for all AI-generated content?
No. The requirement specifically targets images and videos featuring photorealistic AI-generated people. It excludes movie or video game characters and real humans whose images were altered.
Why did Amazon introduce this labeling policy?
The policy responds directly to a New York law that took effect last month requiring clear disclosure when synthetic performers replace human actors in advertisements.
Are federal laws requiring AI disclosure in ads?
Currently, no federal law mandates AI disclosures, though individual states like New York and California have enacted transparency and watermarking requirements.
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