AI images on Vinted, Etsy, Amazon: what each platform allows

Short answer: none of the major platforms we checked bans the word "AI", but nearly all of them require listing photos to show the real item, as it is. On Vinted this is explicit: photos taken by the seller, no retouching. Elsewhere AI images are tolerated as long as they don't mislead, and some platforms (Etsy, Google, Pinterest, Meta) require or apply a label. Here is the detail, platform by platform.

In-depth article · rules checked on 2026-10-10 · official sources at the end

By the NiceLook team · October 10, 2026

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What the platforms say, in one table

We read each platform's official pages: catalogue rules, picture policies, help centres. When a rule says nothing about AI, we say so rather than guess.

Platform	AI images allowed?	Labelling	What to do
Vinted	AI is not named, but photos must be taken by you and show the item as it is; retouching is not allowed	Not applicable	Only your own unretouched photos, defects visible
Leboncoin	Not specified in the public rules; photos must "illustrate your item"	Not specified in the public rules	Real photos of the item offered
Etsy	Yes for items designed with AI ("Designed by"); AI-generated listing photos: not specified in the public rules	Required in the description if the item is created with AI	Disclose AI in the description; show the item actually shipped
Amazon	Not specified in the public rules checked; images must accurately represent the product for sale	Not specified in the public rules	Main image: the real product on pure white
eBay	AI not mentioned; banned: photos that don't accurately represent the item, stock photos for used or defective items	Not specified in the public rules	Photos of the actual unit, especially for used items
Your Shopify store	No AI-specific image rule; consumer law applies	Not specified in the public rules	Images true to the product shipped
Google Merchant Center	Yes, if AI metadata is kept; the main image must show the exact item sold	IPTC trainedAlgorithmicMedia metadata required	Don't strip metadata; no mockups that don't show the product
Pinterest	Yes	"AI modified" label applied automatically (metadata, detection) or on disclosure	Keep metadata; Pin true to the product
Instagram / Facebook	Yes	"AI info" label; disclosure required for photorealistic video and realistic audio	Use the disclosure tool when required

Rules checked on 2026-10-10 on the official pages listed at the end. "Not specified in the public rules": the public page we read does not address the question. Amazon's page is for signed-in sellers only, so its content could not be read directly (unverified).

Platform by platform: the key points

Vinted and Leboncoin: the real photo first

Vinted's catalogue rules are precise: photos must represent the item as it is, retouching is not allowed, and they must be taken by the seller, not taken from stock libraries. Vinted also lists photos that do not show the real item among misleading practices, and a non-compliant listing can be hidden or removed. In practice, an AI-generated image or an AI-recreated scene has no place on Vinted, even when it starts from your own photo.

Leboncoin's rules are shorter: photos must illustrate the item, and images unrelated to the offer are refused. AI is not mentioned. The principle is the same: buyers must see the item they will receive.

Etsy, Amazon, eBay: true to the product

Etsy is the only marketplace we checked that addresses AI explicitly. Its Creativity Standards accept items the seller designs with AI tools, under "Designed by", and require sellers to say so in the listing description. They set no specific rule for AI-generated listing photos.

eBay's picture policy does not mention AI, but bans "photos that don't accurately represent the item" and stock photos for used, damaged or defective items. Amazon requires the product alone on pure white for the main image, and images that accurately represent the product for sale.

Google, Pinterest, Meta: labelling

Google Merchant Center accepts images made with generative AI provided they carry the IPTC DigitalSourceType value "trainedAlgorithmicMedia" and you don't remove it. Its image rules also require the main image to show the exact item sold, with no illustrations or mockups that don't depict the physical product.

Pinterest shows an "AI modified" label when its systems detect that a Pin was generated or modified with AI, through IPTC metadata or its own classifiers, or when the owner said so. At Meta the label has been called "AI info" since July 1, 2024; it is applied when AI signals are detected or disclosed, and disclosure is required for photorealistic video and realistic audio.

And the law? A photo must not mislead

Beyond each site's rules, consumer law applies to professional sellers. In France, article L121-2 of the Consumer Code treats as misleading any practice based on false or misleading "allegations, indications or presentations" about a product's essential characteristics: substantial qualities, composition, accessories. A photo is a presentation: an image that improves the condition, shifts the colour or adds a missing accessory is covered, whether it comes from photo editing software or from AI.

France's consumer protection authority (DGCCRF) states that the main penalties are two years' imprisonment and a €300,000 fine. Between private individuals on a second-hand site, consumer law does not apply in the same way, but a misleading listing still leads to disputes and platform sanctions.

Key point: the tool doesn't matter. What matters is the gap between what the image shows and what the buyer receives.

Always read the terms of use

AI rules change fast: Meta renamed its label in 2024, Etsy rewrote its rules the same year, Google now requires metadata. This table will be out of date within months. Before posting, take five minutes:

Find the official page: "catalogue rules", "picture policy", "image requirements" in the platform's help centre, not on a third-party blog.
Check the date of the last update, when there is one, and reread the page if it changed since your last visit.
Search for the words "AI", "generated", "retouch", "stock photo" on the page.
Check the category: requirements are often stricter for used goods, luxury or electronics.
When in doubt, don't, or ask support: a removed listing costs more than a less flattering photo.

Good uses of AI images for an online seller

Used well, AI images mostly showcase a product you already photograph properly. The safest uses:

Your own site (Shopify, WooCommerce): consistent packshots and lifestyle scenes, as long as the product stays identical to the one shipped.
Pinterest Pins and social posts: mood visuals, keeping metadata and labels where the platform requires them.
Ad mockups: test a hook, a framing or a setting before paying for a shoot.
Lifestyle scenes alongside real photos: an "in context" image next to real photos, never instead of them.
Keep a real photo of the item itself in every listing, especially for the details that drive the purchase.
Never alter the product: change the setting and the light, not the colour, shape, label or condition.

What not to do

Beautify a used item: erase a stain, pilling, a scratch or signs of wear.
Change the colour or material, even slightly: it is the first cause of returns.
Hide a defect by cropping it out or burying it in a scene.
Invent a product you don't have yet, or show accessories that are not included.
Fake a brand: add a logo, label or certificate that doesn't exist on the item.
Strip AI metadata where the platform requires it, as Google Merchant Center does.

Where NiceLook fits

NiceLook doesn't invent a product from scratch: it starts from your real photo and works on the setting, light and framing, with a dedicated module such as Product photo. The image is still recreated, so always compare the result with the real item (logo, colour, details) before posting, and check each platform's rules.

For a Vinted listing it is not the right tool: the rules require unretouched photos. For your own online store, your social media or ad mockups, that is what it is built for.

Showcase your real product photo for your store and social media. 100 free credits, no credit card, no subscription.

Try NiceLook for free →

In-depth article · rules checked on 2026-10-10 · official sources at the end

FAQ

Does Vinted accept AI photos?

Vinted's rules don't name AI, but they require photos taken by the seller that represent the item as it is, and state that retouching is not allowed. An AI-generated or AI-retouched image is therefore not compliant.

Can you use AI images on Etsy?

Etsy accepts items designed with AI under "Designed by" and requires sellers to say so in the listing description. Its public rules set nothing specific for AI-generated listing photos: they must stay true to the item shipped.

Does Amazon accept AI-generated product images?

The public rules we checked don't mention AI. Amazon requires images that accurately represent the product for sale and, for the main image, the product alone on pure white. An AI image that alters the product should be avoided.

Do you have to label AI images on Instagram or Pinterest?

Pinterest and Meta apply a label themselves ("AI modified", "AI info") when they detect AI, or on disclosure. At Meta, disclosure is required for photorealistic video and realistic audio.

Is an AI-edited product photo legal?

Yes, if it doesn't mislead. In France, article L121-2 of the Consumer Code penalises false or misleading presentations of a product's essential characteristics, whatever tool is used.