Amazon Unveils New Product Display Rule: AI-Generated Human Portrait Content Must Include Designated Metadata

According to foreign media reports, Amazon has recently updated the usage rules for product display content across its global sites, rolling out new labeling requirements for images and videos containing photorealistic AI-generated human portraits. The introduction of these relevant rules is based on recently enacted advertising sector legislation, which mandates that disclosure must be made when photorealistic AI-generated human portraits appear in advertising content.

Before merchants upload product images, lifestyle scene photos, product videos, or A+ Content, if the corresponding content includes photorealistic AI-generated human portraits, they are required to use an IPTC-compliant metadata editor to add the keyword "contains-synthetic-performer" to the file's dc:subject, or XMP field. After Amazon receives the properly labeled content, it will add a notice in the corresponding position to inform consumers that the content contains AI-generated human portraits.

This requirement only applies to content that includes photorealistic AI-generated human portraits. If the content only features real people, even if their likenesses have been modified using AI tools, there is no need to add the corresponding metadata. Content that only includes characters from works such as films and television shows, programs, streaming media content, documentaries, and games, content with no people appearing, and content without any photorealistic human portraits also do not require labeling.