Etsy tightens rules for AI-generated listing images

Etsy is introducing stricter rules for how sellers use AI in product listings, citing concerns that buyers cannot tell which items involve AI-generated content and that sellers’ work could appear alongside misleading AI use.

Every listing must include at least one unedited photo of the actual item against a real background. All listing photos must accurately represent what a buyer will receive. Sellers may edit photos other than the first with software or AI tools, provided the final image remains an accurate representation of the physical product.

If Etsy detects that an uploaded image may be AI-generated, it will show a pop-up where sellers can indicate whether AI was used. If a buyer reports receiving something materially different from the listing, the seller may be responsible for a refund.

Etsy says functional guides, including patterns, recipes, and instructions, must be the seller’s own work and not AI-generated. Sellers must also show an actual result made using a guide. Listings made by bots are no longer allowed.

AI-generated art remains allowed, but sellers must disclose that it was made with AI, Etsy says.