Etsy Updates Product Listing Policy to Define Boundaries for AI Use on Platform

According to foreign media reports, Etsy, an e-commerce platform specializing in handmade, original, and vintage goods, recently updated its product listing image requirements policy, setting clear restrictions on the use of AI tools on the platform while launching supporting features to guide compliant AI use.

Under the updated rules, all product listings must include at least one unedited, real-life photo of the actual item taken in a real environment; this image must not undergo any editing or modification, with exceptions only for certain special product categories. All listing images must accurately reflect the condition of the item the buyer will receive, must not conceal flaws or damage, and must not be modified to make the product appear different from reality. Beyond the mandatory unedited real-life photo, sellers may still use editing functions, including AI tools, for lighting and color adjustments, cropping, background replacement, and similar operations.

The platform also explicitly clarified multiple AI-related prohibitions. Listings generated entirely by bots without any human involvement will be completely banned; such content will be removed immediately upon discovery, and the corresponding shop may also be expelled from the platform. For functional guide products such as patterns, recipes, and how-to tutorials, AI may not be used to generate core content; the relevant information must be original to the seller. Listing pages for such functional guide products must also display real finished results produced according to the seller's instructions and must not use AI-generated or simulated result images.

The rules are accompanied by multiple enforcement mechanisms. When sellers upload product images, the page will simultaneously display the corresponding rule guidance. The platform has invested in specialized technical tools to identify misleading images and fraudulent listings. The platform has also added a dedicated reporting entry point, allowing users to flag listings they believe use AI images in a misleading way. In the initial phase, user reports will only be used to collect relevant concerns from platform users and will not directly trigger penalty proceedings. The platform will later explore additional disclosure methods to inform buyers about AI usage related to products.

The rules also clarify seller responsibilities. If a listing does not meet the updated image requirements and a buyer files a claim because the received item materially differs from what was shown in the listing, the seller must bear the corresponding refund responsibility.

This policy adjustment is the platform's first phased action to regulate AI use, and the platform will continue to supplement and improve relevant management rules as AI technology evolves.

This article was first published on the official website of Ebrun.