Berdnikov Alexander Igorevich

The article examines current issues regarding the legality of using content created by generative artificial intelligence (AI) in e-commerce, using the example of advertising and selling goods on marketplaces. The author analyzes the conflict between the business objective of minimizing content costs and the legal obligation to comply with advertising and consumer protection laws. Based on a comparative legal analysis of international experience and existing Russian regulations, the study identifies the risks of classifying AI-generated content as unfair business practices that may violate consumer rights. The paper proposes recommendations for improving regulatory frameworks, specifically regarding the mandatory labeling of AI-generated content

consumer rights, generative artificial intelligence, e-commerce, advertising, synthetic content, marketplace

Berdnikov Alexander Igorevich – Postgraduate Student, Law Institute, Irkutsk State University (1 K. Marx st., Irkutsk, 664003, Russian Federation), ORCID: 0009-0007-0670-0963, RSCI Author ID: 1334636, e-mail: berdnikovlaw@inbox.ru

Berdnikov A.I. Pravovye riski ispolzovaniya generativnogo iskusstvennogo intellekta v reklame i na marketpleysakh: rossiyskiy i zarubezhnyy opyt [Legal risks of using generative artificial intelligence in advertising and on marketplaces: Russian and international experience]. Sibirskij yuridicheskij vestnik [Siberian Law Herald]. 2026, no 3 (114), pp. 45–53. – DOI 10.26516/2071-8136.2026.3.45 (in Russian).

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