United Kingdom: Guidance on consumer protection for businesses using AI agents
Progress
Current status
adopted
09 Mar 2026 adopted
Scope
Implementers
United Kingdom
Policy Area
Consumer protection
Policy Instrument
Fair marketing and advertising practice requirement
Regulated Economic Activity
ML and AI development
Government Branch
executive
Government Body
competition authority
Implementation Level
national
Timeline of events
Competition and Markets Authority published guidance on complying with consumer law when using AI agents
On 9 March 2026, the Competition and Markets Authority (CMA) published a guidance on complying with consumer law when using AI agents. The guidance is intended for businesses that use AI agents to handle customer queries, process refunds, recommend …
SourceEvent type
outline
Action type
adoption
Government branch
executive
Government body
competition authority