Kickstarter has made two changes to its guidelines that it hopes will emphasise the in-development nature of most products on the site.

“It's hard to know how many people feel like they're shopping at a store when they're backing projects on Kickstarter, but we want to make sure that it's no one,” said the company.

The first change requires all project creators to explain the risks of their project and why they are qualified to overcome them. Kickstarter hopes this will give backers a better understanding of a project's quality, as well as whether or not it will likely be completed.

The second change applies only to projects categorised as Product Design or Hardware, and prohibits simulations of what the product might do in the future, as well as renderings of how the product might look.

This means that products can only be shown performing actions that they’re able to perform in their current state of development, and that related images must be photos of the prototype as it currently exists.

Further, offering multiple quantities of a product as a reward is also prohibited, as Kickstarter feels that this implies that products are “shrink-wrapped and ready to ship”.

“We hope these updates reinforce that Kickstarter isn't a traditional retail experience and underline the uniqueness of Kickstarter,” said the company.

The new rules are in effect now.