Shopping on Etsy shouldn’t require figuring out whether the product in the photo actually exists. Now, the marketplace is introducing new rules to help take some of that guesswork out of buying.

Etsy announced new restrictions on Oct. 22 in a news post titled "Creativity and Trust in the Age of AI," in which the marketplace banned AI-generated patterns, recipes, and other instructions that buyers follow to create a finished product. Sellers must also show a real example made using those instructions. An AI-generated image of what your project could theoretically look like won’t cut it.

"AI should support our sellers' creativity and craftsmanship, not replace them," James Ossman, Etsy’s vice president of customer operations, wrote in the announcement.

For most listings, sellers will need to include at least one completely unedited photo showing the actual product against a real background. Some categories, including digital, customized, and made-to-order items, have different requirements. Sellers can still edit additional photos using software or AI tools, but those images must accurately show what buyers will receive.

There are potential consequences for misleading listings. If a seller's images don't meet the requirements and a buyer opens a case because the product looks materially different, the seller could be responsible for a refund. Bot-generated listings without human involvement will be removed and could also result in the seller’s shop being removed from Etsy.

For shoppers, the frustration goes beyond disliking AI art. According to online testimonies, generated images can make it harder to judge the actual product.

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