Clear, honest marketing helps buyers trust your shop—and helps you stay compliant with Etsy policies and consumer protection laws. This guide shares general best practices to keep in mind when describing your products, running sales, and promoting discounts.
Friendly disclaimer: If you list products for sale on Etsy, you must comply with all Etsy policies and legal requirements applicable to those products and product listings, including those in your jurisdiction and those to which you sell. This information provides a non-exhaustive overview regarding key legal requirements for conducting sales and offering discounts to consumers, and is for educational purposes only. It is subject to change over time, and is not legal advice. It's not intended to create, and receipt of it does not constitute, a lawyer-client relationship. The authors, Etsy, Inc. and Etsy Ireland UC disclaim all responsibility for any and all losses, damages, or causes of action that may arise or be connected with the use of or reliance on these materials. Please consult a licensed lawyer in your area for legal assistance.
Why truthful advertising matters
As an international marketplace, Etsy is accessible to, and you may serve, buyers in many countries with different consumer protection laws. While requirements vary by region, the core principles are consistent: fairness, transparency, and honesty.
Following these principles can help you:
- Build long-term trust with buyers
- Avoid unintentionally misleading shoppers
- Stay aligned with Etsy policies and applicable laws
General principles to follow
Be truthful and accurate
When you describe your products, be completely honest about what you’re selling.
- Back up your claims. Any statements you make about your products—on Etsy or elsewhere—must be truthful and supported by evidence.
- Describe materials and features accurately. Photos, videos, titles, and descriptions should reflect the product’s materials, origin, quality, and condition. If you use any editing tools, edits must not alter or misrepresent the product’s appearance and the final content must still accurately represent the product as it actually appears.
- Use precise language. For example, if an item is gold-plated, say so clearly—don’t describe it simply as “gold jewelry.”
Misleading or vague descriptions can confuse buyers and may violate Etsy policies and consumer protection laws.
Don’t mislead buyers—intentionally or unintentionally
Avoid language or pricing strategies that could give buyers the wrong impression about what they’re purchasing or how good a deal really is.
Examples to avoid:
- Using broad or unclear wording that implies higher quality or value than the item actually has.
- Omitting important details that would affect a buyer’s expectations. When in doubt, more clarity is always better.
Don’t game Etsy’s systems
You may not manipulate:
- Pricing history
- Discounts or sale timing
- Listings, reviews, or Etsy features
... for the purpose of triggering Etsy-automated signals (such as countdown timers, low-inventory flags, or strikethrough pricing).
Trying to make a deal look better than it really is, or adjusting prices solely to generate a “sale” signal, can violate Etsy policies and may create legal risk.
Rules for sales and discounts
Avoid perpetual sales
A sale or discount should represent a temporary reduction from a genuine regular price.
- You must actually sell the item at its regular price for a reasonable period and in reasonable quantities (consult with an attorney in your area for more information).
- If an item is discounted all—or most—of the time, the discounted price may legally be considered the item’s true price. From a buyer’s perspective, sales are meant to feel special and time-limited. Running frequent or ongoing promotions can be misleading if the item is rarely sold at full price.
Don’t use false discounting
Any discount that refers to a previous price must represent real savings.
Strikethrough pricing
If you show a crossed-out price (for example, $100 → $50):
- The higher price must be the genuine, usual price
- The item must have been offered at that price for a substantial period
- The item must have sold in reasonable quantities at that price (quantities will vary depending on the law in your region). You can’t inflate a price briefly just to create the appearance of a discount.
“Up to” discount claims
If you advertise “Up to 50% off”:
- A meaningful number of items must actually be discounted at or near 50%
- The claim should be accurate throughout the sale period If only one low-selling item is deeply discounted and most others are not, the claim may be misleading.
Reviews must be genuine
Trust depends on honest, genuine feedback.
You may not:
- Post fake reviews
- Ask others to write fake reviews on your behalf
- Offer incentives for positive reviews These practices are prohibited under Etsy’s Anti-Shilling Policy and may also violate consumer protection laws.
Learn more about your obligations under consumer protection laws
The resources below are provided for general reference only. This list isn’t exhaustive, and additional national, state, provincial, or local laws may apply.
United States (State consumer protection laws may also apply)
- Guides Against Deceptive Pricing (16 CFR Part 233)
- Federal Trade Commission: Advertising and Marketing Basics
- Federal Trade Commission: Online Advertising and Marketing
Canada (Provincial and territorial laws may also apply)
United Kingdom
- Digital Markets, Competition and Consumers Act 2024
- CMA guidance on consumer protection
- Unfair commercial practices (CMA207)
- Promotional savings claims (ASA / CAP)
European Union
France
- Code de la consommation
- DGCCRF (Direction générale de la concurrence, de la consommation et de la répression des fraudes)
- DGCCRF practical guides and FAQs
Germany
If you have questions about how these principles apply to your shop, consider reviewing Etsy policies or consulting a licensed legal professional. Clear, honest communication helps create a better experience for both you and your buyers.
Words by Etsy Staff
