Misrepresentation: Artificial Intelligence
The question
To ask the Secretary of State for Business, Innovation, Science and Trade, what recent assessment has he made about trends in the use of AI to misrepresent products to consumers.
Answered by Department for Business, Innovation, Science and Trade
The Government is committed to ensuring that consumers can shop online with confidence and that businesses using AI do so in compliance with consumer protection legislation. The Digital Markets, Competition and Consumers Act 2024 prohibits unfair commercial practices, including misleading actions, and strengthens the CMA’s enforcement powers with the ability to impose fines of up to 10% of global turnover for businesses that are found to breach consumer law.
The CMA has also recently published guidance for businesses using agentic AI on complying with consumer law, making clear that businesses remain responsible for the outputs of AI systems they deploy.
Verbatim has judged this answer against the question that was actually asked — answered, partly answered, or evaded. Sign in to see the verdict →