AI disclosure laws in United Kingdom
What businesses using chatbots, AI voice agents or AI content in United Kingdom need to know. Last reviewed 2026-10-07. Not legal advice.
Short answer
Yes. United Kingdom has 1 AI disclosure law in force: UK consumer law: AI agents and chatbots (DMCC Act 2024, CMA guidance). Federal rules, including the FTC Act, also apply.
Digital Markets, Competition and Consumers Act 2024, Part 4 Chapter 1 (unfair commercial practices); CMA, Complying with consumer law when using AI agents (9 March 2026) · effective 2025-04-06
Who it covers
Every business that deals with consumers in the United Kingdom, including through a chatbot, voice agent or other AI agent.
What to disclose
Do not lead a customer to believe a person is serving them when it is AI, where that could affect their decision. Label the AI agent.
When: Before the consumer relies on the interaction; practically, at the start of a conversation.
Applies to
Penalties
CMA direct enforcement: fines up to 10% of worldwide turnover, orders to compensate affected consumers.
Full details and sources for UK consumer law: AI agents and chatbots (DMCC Act 2024, CMA guidance) →
Federal rules that also apply in United Kingdom
- FTC Act Section 5: deceptive AI practices: The Federal Trade Commission treats leading consumers to believe they are dealing with a human, when that fact would matter to their decision, as a deceptive practice.
- TCPA: AI-generated voices are 'artificial or prerecorded' calls: The FCC ruled that calls using AI-generated or AI-modified voices are 'artificial or prerecorded voice' calls under the TCPA.
Check your own website
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Questions businesses ask
Does United Kingdom require businesses to disclose AI chatbots?
Yes. United Kingdom has 1 AI disclosure law in force: UK consumer law: AI agents and chatbots (DMCC Act 2024, CMA guidance). Federal rules, including the FTC Act, also apply.
What happens if a business in United Kingdom doesn't disclose AI?
Under UK consumer law: AI agents and chatbots (DMCC Act 2024, CMA guidance): CMA direct enforcement: fines up to 10% of worldwide turnover, orders to compensate affected consumers. Enforced by Competition and Markets Authority; Trading Standards; consumer rights of redress..
How can a business in United Kingdom show visitors it uses AI?
Show a clear notice that visitors are talking to AI before or when a chat starts, repeat it on the schedule the law sets, and keep a record that it appeared. BotNotice does this with one line of code on most website builders.
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