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.
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.
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: Section 5 bans deceptive acts and practices in commerce.
- TCPA: AI-generated voices are 'artificial or prerecorded' calls: The FCC ruled that calls using AI-generated voices are 'artificial or prerecorded voice' calls under the TCPA.
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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