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Amazon Tightens AI Disclosure Rules For Marketplace Listings As New York Cracks Down On Synthetic Ads

Amazon is tightening its rules on AI-generated content in marketplace listings, requiring third-party sellers to disclose images and videos featuring photorealistic AI-generated people following a new New York law aimed at increasing transparency in advertising.

New Disclosure Standards For Sellers

Amazon has introduced new disclosure requirements for third-party sellers. Under the new rules, sellers must apply specific metadata tags to images and “A+ content,” the company’s enhanced listing materials, including videos and graphics, before uploading them.

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

New York Law Drives The Change

The policy follows a New York law that took effect last month, requiring advertisers to disclose when “synthetic performers” replace human actors. The measure applies to digitally created media that appears to depict a real person.

Governor Kathy Hochul described the legislation as the first of its kind in the United States.

“Without notice that the content the public is viewing is not real, AI-generated synthetic performers and manipulated media can undermine one’s ability to accurately distill fact from fiction,” her office said.

What The Policy Covers

Amazon said the requirement does not apply to TV, movie or video game characters, or to images of real people modified using AI.

The company will also display a label on eligible listings to notify shoppers when images or other content include AI-generated people. It has not disclosed the criteria it will use to determine when the label will appear.

AI’s Expanding Role Across Amazon

The move comes as Amazon continues to expand AI across its marketplace.

The company has optimized product listings for AI-powered search, expanded its recently rebranded Alexa for Shopping assistant, and introduced search features that generate product recommendations based on user queries.

Third-party sellers, who account for more than 60% of marketplace sales, are also increasingly using AI, including Amazon’s own tools, to create product descriptions, images and other listing content.

Regulation Is Gathering Pace

The United States has no federal requirement for AI disclosure in advertising, leaving states and platforms to introduce their own rules.

California recently began requiring major AI providers to embed watermarks in AI-generated images, videos and other content. Meta, TikTok, Pinterest and YouTube have also introduced labels for AI-generated material.

Questions over enforcement remain. TikTok and Meta have faced criticism for inconsistently labeling advertisements featuring AI-generated influencers promoting questionable products, in some cases without brands’ knowledge. TikTok says it has removed accounts making misleading health claims, while Meta says it labels AI-generated videos.

Europe’s Deadly Summer Heat Exposed The Cost Of A Warming Continent

Europe experienced its deadliest summer for heat-related deaths on record in 2026, with an estimated 24,400 excess deaths linked to extreme temperatures across 30 countries. Researchers estimate that human-induced climate change was responsible for around 32,000 of the deaths attributed to heat in the study’s broader analysis, accounting for 65% of the total.

The findings highlight the growing public-health consequences of global warming, largely driven by fossil fuel use, as extreme heat becomes more frequent and severe.

A Summer Of Dangerous Heat

Between June and August, heatwaves pushed temperatures in Western Europe to an average of 2.9°C above the 1991–2020 norm, with some days reaching 12°C above average. Nearly a third of estimated heat-related deaths occurred during a particularly intense heatwave between 17 June and 1 July.

“These numbers are a stark reminder that our hotter, more extreme summers are having an increasingly severe impact on public health,” said Dr Clair Barnes, a researcher at Imperial College London and co-author of the study.

The estimated toll exceeded previous peaks of around 29,000 deaths in summer 2022 and 28,000 in 2003 across the region studied.

How Researchers Estimated The Toll

Researchers modelled the relationship between temperature and mortality across 854 urban areas in the EU, UK, Norway and Switzerland, covering around 40% of the population in the 30 countries studied.

The analysis incorporated temperature records, age, socioeconomic conditions, environmental factors and access to healthcare. By comparing actual temperatures with those expected without human-induced warming, the team estimated the additional deaths attributable to climate change.

Final official mortality figures for summer 2026 are not yet available in many countries, and heat-related deaths are often underreported because their effects can be difficult to identify directly.

Older People Face The Greatest Risk

People aged 85 and over accounted for roughly half of the estimated deaths. However, the impact extended across age groups, with around 800 excess deaths among adults aged 20–44 and approximately 6,000 among people under 65.

Southern Europe experienced the highest mortality burden, reflecting hotter temperatures and other vulnerabilities, including air pollution, limited green space and unequal access to healthcare and heat-alert systems.

Italy, France And Spain Record Highest Toll

Italy recorded an estimated 13,303 heat-related excess deaths, followed by France with 7,268 and Spain with 6,824. Germany recorded around 6,340, while the UK saw an estimated 4,354 deaths.

In the UK, the heat also placed significant pressure on healthcare services. Andrew Hartle, Professor of Practice of Anaesthesia at Imperial College Healthcare, said demand during the summer resembled that of a severe winter virus season.

Cities Urged To Strengthen Heat Protection

Researchers say cities can reduce the risks through climate shelters, external shading and building retrofits, alongside measures to help residents avoid exposure during the hottest hours. Checking on vulnerable people, staying hydrated and following heat alerts are also important.

The researchers stress that adaptation must go hand in hand with reducing fossil fuel use to limit further warming. The findings underline that extreme heat is already a major public-health threat across Europe, with thousands of lives at risk each summer.

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