If an item you received differs materially from what its ad or listing led you to expect, save the evidence, document the specific mismatch, and ask the seller in writing for a remedy. An AI-generated image alone does not prove an ad was deceptive or guarantee a refund; the relevant question is what the ad represented and whether the difference concerns a feature important to a reasonable buyer.
1. Preserve the ad, order records, and the item as received
Save the complete ad and product listing before they change or disappear. Capture the URL and date, product description, selected size or variation, seller identity, fine print, image labels, and any disclaimer that says the image is illustrative. Keep the order confirmation, receipt, payment record, packaging, labels, and messages with the seller. USAGov recommends collecting purchase records and communications before making a complaint: How to file a complaint about a company’s products or services.
Photograph the item clearly from useful angles. Include close-ups of labels and components, and use a ruler or other reference when a measurable feature such as dimensions is at issue. Keep the original files and avoid altering the images; if you annotate copies to explain a difference, retain unmarked originals too.
2. Identify a concrete, material mismatch
Write a short comparison: “The listing showed or stated X; the item I received is Y.” Focus on a particular product characteristic, such as dimensions, material, included parts, quantity, function, or a color represented as a product attribute. Explain why that feature mattered to your purchase and point to the exact listing text or image that created the expectation.
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Consider the whole presentation before concluding that the ad misled you. Lighting, camera angle, screen settings, scale, styling, and a clearly disclosed illustrative rendering can account for some differences. Aesthetic disappointment or a visual variation by itself does not establish a legal violation.
The Federal Trade Commission (FTC) explains that its deception analysis considers an ad’s overall context, including words and pictures, express and implied claims, and important omissions. The question is whether the impression is likely to mislead a reasonable consumer and is material to a purchase decision. As the FTC puts it in Advertising FAQ’s: A Guide for Small Business: “The FTC looks at the ad from the point of view of the ‘reasonable consumer’ – the typical person looking at the ad.”
That framework can include a visual suggestion even when the accompanying copy does not spell out the feature. But the reviewed FTC guidance does not say that AI generation itself makes an ad deceptive or creates an automatic refund right. Describe the representation and the delivered product rather than asserting a legal conclusion you cannot establish.
3. Ask the seller for a specific resolution
Contact the seller or the marketplace where you bought the item first, preferably in writing. Include the order number, purchase date, product name, concise description of the mismatch, and copies of relevant evidence. State the remedy you want and keep a copy of your message and any response. USAGov’s online-purchase guidance likewise recommends trying the seller or site first: Where to file a complaint about an online purchase.
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“I received order [number] on [date]. The listing showed or stated [specific feature], but the item I received is [specific difference]. I relied on the listing’s representation that [claim]. I’ve attached [photos or screenshots]. Please let me know how you will resolve this; I’m requesting [refund, exchange, repair, or store credit].”
Check the seller’s return policy and any applicable terms, and act promptly. A refund, repair, exchange, or store credit are examples of resolutions to request, not outcomes that the cited guidance guarantees in every case. The FTC’s advertising FAQ also cautions advertisers that “Offering a money-back guarantee is not a substitute for substantiation.” That statement concerns support for advertising claims; it does not promise a buyer a refund.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.4. Escalate through the route that fits the problem
If direct contact does not resolve the issue, the next step depends on what happened and where the seller is based. USAGov’s guidance lists state consumer protection resources, the state attorney general, the FTC for scams or suspicious communications, and Econsumer.gov for purchases from sellers outside the United States.
| Situation | Possible next step | What to expect |
|---|---|---|
| A product mismatch with a U.S.-based seller | Contact your state consumer protection office or state attorney general after trying the seller or marketplace. | These are complaint routes; the cited guidance does not promise that they will award an individual refund. |
| A scam or suspicious communication | Report it to the FTC, as listed in USAGov’s guidance. | FTC reports help enforcement agencies spot patterns; they do not resolve an individual complaint. |
| A purchase from a seller outside the United States | Consider Econsumer.gov, which USAGov lists for foreign-seller complaints. | Use this route when the seller is outside the United States; it is not a substitute for first contacting the seller or site. |
Include the preserved listing, order records, photos, and written seller correspondence with any complaint. USAGov’s company product and service complaint guidance describes the records to gather and clarifies the role of FTC reports. Rules and available remedies can vary by state, seller location, transaction terms, and product type.
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