May I ask what the item is, and are we talking new or used?
I can't think of any harm done to the person whose images get used by others, but it definitely can be a problem for buyers. Case in point: I use Seresto flea collars, which are very expensive at retail but you can find people selling them here for considerably less, like maybe they lost their pet but still have unopened collars, or I suppose pet store customers/employees who stole them to resell, wouldn't surprise me. But the problem is, these are popular and valuable enough that there are Chinese fakes, which don't work at all and allegedly may even be harmful. And twice out of the 5 or 6 times I've bought them here, they were fake. The first time was the very first time I bought one here and didn't even know there were fakes so I just bought the lowest-priced one. After that I learned to look for listings that aren't suspiciously cheap, have good seller feedback, and most importantly: have SELF-TAKEN photos, not stock images. But this one I bought not too long ago DID have all those criteria including front and back photos of the package on a towel ... but what arrived was an El Fake-o, didn't even look like the packaging in the photo. So that was obviously a "borrowed" image chosen specifically to deceive.
Another case scenario: I bought a popular designer vintage jewelry piece (to resell because I knew I could make a nice profit over this seller's price), but the one that arrived had cosmetic flaws that the one in the photos did not. The seller was actually very sorry and honest about it, admitted she used another seller's photos because she didn't know how to upload images from her camera.
