Amazon makes sellers label AI-generated people in listings
A first-in-nation New York law is now enforced at marketplace scale: put an AI-generated person in your ad and you must label it — with real fines behind it.
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The rule: tag your synthetic humans
Amazon now requires third-party sellers to tag any product image or video containing a photorealistic AI-generated person with metadata before upload, then flags the listing to shoppers with an “AI-generated” indicator. It was reported Jul 23 and flows straight from New York's new ad-disclosure law.
What trips it — and what doesn't
The trigger is synthetic humans that look real. AI-generated backgrounds, products, and fictional characters (TV, game, movie) are exempt, and so are real people even after AI edits. So most AI product shots are fine — it's AI models and spokespeople you now have to disclose.
Why now: New York's $1K-a-pop law
NY's first-in-nation synthetic-performer law took effect Jun 9 and covers any ad seen in New York, wherever you're based. Skip the “clear and conspicuous” disclosure and it's $1,000 for a first violation, $5,000 after — reason enough for other platforms to copy Amazon.