Etsy has tightened its rules on how sellers use AI, requiring every listing to include at least one unedited photo of the actual item against a real background.
The changes were set out in Etsy’s Seller Handbook on 22 October and apply to existing listings as well as new ones.
What changes for sellers
- Each listing must include at least one photo of the real item that has not been edited in any way. Some exceptions apply depending on the type of item, such as print-on-demand goods and digital downloads.
- All photos must accurately show what the buyer will receive, without hiding flaws or damage or making the item look different. Outside the required unedited photo, sellers can still use editing tools, including AI, to adjust lighting or colour, crop, resize or change backgrounds.
- Functional guides such as patterns, recipes and instructions must be the seller’s own work. AI-generated functional guides are no longer allowed, and these listings must show a real result made from the instructions.
- Listings created by bots without any human involvement are banned. They will be removed and the shop may also be removed.
- If a listing does not meet the image rules and a buyer opens a case because the item is materially different, the seller may have to refund the buyer.
Detection and reporting
Etsy said it will give guidance in the listing form when it detects AI-generated images, starting with new images and extending to existing listings over time. It is also investing in tools to detect misleading images and fraudulent listings, and has added a new reason to its “Report this item” option for misleading AI imagery. Reports made this way will not lead to immediate enforcement at first.
AI-generated art is still allowed where the seller plays a clear creative role and discloses it in the listing description.
Etsy also said it will look at more ways to tell buyers when AI has been used in the coming months.
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