United Kingdom: Competition and Markets Authority published guidance on complying with consumer law when using AI agents
Description
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 …
Scope
Policy Area
Consumer protection
Policy Instrument
Fair marketing and advertising practice requirement
Regulated Economic Activity
ML and AI development
Implementation Level
national
Government Branch
executive
Government Body
competition authority