Amazon is now requiring third-party sellers to label product images and videos containing AI-generated people, following the implementation last month of a New York law mandating transparency around synthetic performers in advertising. This legislation, described as a first-in-the-nation by Governor Kathy Hochul, applies to digitally-created media that appears to represent a real person. Amazon said it will add an indicator on affected product pages, while specifying that video game, film characters or real people modified by AI are excluded. Third-party sellers account for over 60% of sales on Amazon’s marketplace. No federal framework exists in the US regarding disclosure of AI-generated advertising content, although states like California and platforms like Meta, TikTok, Pinterest and YouTube have implemented their own requirements.
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