Question to the Department for Business, Innovation, Science and Trade:

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.

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.