AI-generated images used deceptively in homestay advertising in China
Multiple Chinese social media platforms and the Ctrip app hosted AI-generated images of homestays labeled with different locations to deceive consumers, displaying the same fictional properties across multiple provinces and responding with 'fully booked' excuses when users inquired about booking.
What happened
Multiple social media accounts posted AI-generated images of homestays with identical scenic elements—clear streams, wooden cabins, and long slides into water—but labeled with different locations including Qingchengshan, Anji, Moganshan, Changbaishan, Qingyuan, and Huizhou across Jilin, Zhejiang, and Guangdong provinces.
When journalists inquired about booking the properties shown in the AI images, all sellers responded that accommodations were fully booked. Reverse image searches revealed a single AI-generated image had been used by multiple accounts attached to different location names.
The pattern involved using AI-generated images as the first photo to attract clicks, followed by actual property photos without disclosing specific names or addresses. Pricing information was provided only through private messages after users engaged with posts.
Reported impact
Consumers expressed frustration about needing to identify and filter out AI images when searching travel guides and accommodation recommendations on social media platforms.
The deceptive practice increased consumer costs and effort in verifying property authenticity, shifting verification burdens from content creators to users.
Index analysis
The Regulations on Labeling AI-Generated and Synthesized Content (人工智能生成合成内容标识办法), effective September 1, 2025, requires service providers to add explicit labels to AI-generated images.
Although some posts displayed platform-added labels indicating 'possibly AI-generated content,' many similar posts lacked required markings. Ctrip customer service acknowledged that labeling was inconsistently applied and that the system 'is not necessarily that intelligent.'
Governance controls
The Consumer Protection Law of China requires that information about goods or services provided by operators must be truthful and complete, prohibiting false or misleading advertising.
Ctrip acknowledged awareness of the problem, with customer service stating 'similar posts do exist in large numbers, and many merchants are sharing the same image,' but indicated no concrete enforcement actions were undertaken.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.