Core Viewpoint - The rise of AI-generated images in e-commerce has led to a surge in consumer disputes, as many products do not match the highly polished promotional images, resulting in a gray industry exploiting low-cost technology for deceptive advertising [4][5][9]. Group 1: Consumer Complaints - Numerous consumers have reported receiving products that significantly differ from the AI-generated images used for marketing, leading to feelings of frustration and betrayal [5][7]. - A notable case involved a consumer who ordered a plush toy based on an AI-generated image, only to receive a poorly made version that did not resemble the advertised product [5]. - Data from the Wuxi Consumer Rights Protection Committee indicated that there were 127 complaints related to smart service consumption in the third quarter of 2025, many of which involved disputes over AI-generated promotional materials [8]. Group 2: Gray Industry Formation - The low cost of creating AI-generated images has attracted unscrupulous merchants who can produce high-quality promotional content without the need for traditional product development processes [9]. - Some online platforms are selling AI tools that allow merchants to generate realistic product images quickly, significantly reducing marketing costs compared to hiring models and photographers [9]. Group 3: Legal Implications - The use of AI-generated images without proper disclosure may violate consumer rights and advertising laws, potentially leading to penalties for businesses [10][11]. - New regulations effective from September 1, 2025, require clear labeling of AI-generated content used for commercial purposes, and failure to comply could result in legal consequences [10]. Group 4: Recommendations for Governance - A collaborative approach involving regulators, platforms, industries, and consumers is essential to address the issues surrounding AI-generated promotional images [12]. - Regulatory bodies should establish clear guidelines for the use of AI-generated content in e-commerce, while platforms must enforce stricter compliance measures and improve dispute resolution processes [12]. - Industry self-regulation is crucial, with associations encouraged to create ethical standards for AI technology use in e-commerce [12].

来源：法制日报 商家用AI生成商品宣传图引流卖货 这样的"照骗"并非个例。《法治日报》记者近日调查发现，随着AI生成技术在电商领域的快速渗透，不 少商家开始使用AI生成的图片、视频作为商品宣传素材，凭借精美视觉效果吸引消费者下单。但这类 商品宣传往往隐藏"货不对板"的问题——AI生成图过度美化商品外观、夸大功能细节，导致实物与宣传 图差异显著。加之商品详情页缺乏真实信息披露，一定程度上损害消费者知情权和选择权，相关消费纠 纷数量持续攀升。 实物与宣传图差异明显 居住在重庆市的于女士未曾想到，等待4个月的"梦中情偶"，最后换来的却是一肚子气。 2025年7月，喜欢收集玩偶挂饰的她在某购物平台上看到一款暹罗猫造型的毛绒挂件，在宣传图里，小 家伙和她养的暹罗猫外形简直一模一样。 "当时，店铺页面显示的销量高达3.9万件，商品评论区里多是'还原度超高'的返图，我立刻就下单 了。"于女士说。下单后，面对的是漫长的预售等待。半个月过去，她忍不住向客服询问发货进度，客 服回复说"商品正在打样，要还原图片的85%以上，还得经过四五轮调整"。 于女士心想，正所谓慢工出细活，于是继续耐心等待。 2025年11月5日，于女士的手机 ...