{"analytics_identifier":null,"base_path":"/government/publications/complying-with-consumer-law-when-using-ai-agents","content_id":"e274164d-3033-4132-a3d5-db4d97b6cf87","description":"Guidance from the Competition and Markets Authority (CMA) on how your business can benefit from agentic AI, while still meeting legal obligations. ","details":{"attachments":[{"attachment_type":"html","command_paper_number":"","hoc_paper_number":"","id":"9585501","isbn":"","title":"Complying with consumer law when using AI agents","unique_reference":"","unnumbered_command_paper":false,"unnumbered_hoc_paper":false,"url":"/government/publications/complying-with-consumer-law-when-using-ai-agents/complying-with-consumer-law-when-using-ai-agents"}],"body":"<div class=\"govspeak\"><p>AI has the potential to boost economic growth and improve people’s everyday lives, and the Competition and Markets Authority (CMA) is committed to encouraging its use.</p>\n\n<p>Using AI agents (or ‘agentic AI’) can benefit businesses in many ways. For example, they can help you to engage with customers or process refunds. </p>\n\n<p>But if an AI agent you use does something illegal, you are responsible. It’s important to train your agents properly to make sure you comply with consumer protection law.</p>\n\n<p>This guidance sets out how your business can use agentic AI to engage with your customers, while staying on the right side of the law and doing right by them</p>\n\n<p>We have also published <a href=\"https://www.gov.uk/government/publications/agentic-ai-and-consumers\">research and analysis on current and future uses of agentic AI</a>.</p>\n\n<h3 id=\"drcf-joint-statement-protecting-people-and-businesses-in-an-agentic-economy\">DRCF joint statement: protecting people and businesses in an agentic economy</h3>\n\n<p>On 30 October 2026, Digital Regulation Cooperation Forum (DRCF) members published a <a rel=\"external\" href=\"https://www.drcf.org.uk/publications/joint-statements/joint-statement-on-protecting-people-and-businesses-in-an-agentic-economy\">joint statement on protecting people and businesses in an agentic AI economy</a>.</p>\n\n<p>The statement sets out:</p>\n\n<ul>\n  <li>the work already underway across the CMA, FCA, ICO and Ofcom, both individually and as a collective</li>\n  <li>how the regulators will continue to collaborate, and work with the government, as the use of personal AI agents grows</li>\n  <li>how existing legal and regulatory frameworks apply to these agents</li>\n</ul>\n</div>","change_history":[{"note":"DRCF joint statement on agentic AI published.","public_timestamp":"2026-10-30T09:15:36Z"},{"note":"First 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