ConsumerProtectionand ArtificialIntelligence
OECD Global Forum on Competition
Monday, 1 December 2025
Consumer Protection and AI
This technical notestems from the work of the UNCTAD informal working group on consumer protectionin ecommerce, establishedin 2017
Over the past two years, the group:
Held several thematic webinars on consumer protection and AI
Explored risks and opportunities for consumers
Shared concrete examples of AI use by consumer protection agencies
The findings informed this technical note and aim to support dialogue and cooperation at the multilateral level
Checklist for consumer protection agencies staring to deploy AI
Consumer Protection and AI
The Technical note and its accompanying Checklist stems from the work of the UNCTADinformal working group on consumer protectionin e-commerce, establishedin 2017
Main Risks and Opportunities of AI for Consumer Protection
Risks
Opportunities
Enable personalized consumer services
Improve detection of unfair commercial practices
Automate dispute resolution and complaint handling
Enhanceefficiency and transparency in enforcement
Opaque algorithmsand lack of explainability
Manipulative practices (e.g., dark patterns, confirmshaming)
Discriminationand biased AI outcomes
Invasivedata collectionand privacy breaches
Environmental impactsand rising use of resources
Unequal access due to the digital divide
Concentrationof influence in the hands of a few companies – AI oligopoly
Strengthening Consumer Protection through AI Regulation
RobustregulatoryframeworksareessentialtoensureAIisused responsiblyine-commerce,requiringnewlawsandguidancethat empoweragencies,protectconsumers,andalignnationaleffortswith internationalbestpractices.
Whyregulationmatters
Lack of clear rules risks misuse of AI in e-commerce
Urgent need for governance to ensure AI serves the public interest
Consumer protection must be embedded in AI frameworks
What’sneeded
Newregulatorytools: to address algorithmic harm, manipulation& redress
Proceduralpowers: to investigate,modify or remove harmful AI systems
Substantiverules: to set limitsfor high-risk AI applications
Strongerguidance for consumer agencies, especially in developing countries
Use of AI - Consumer Protection Agencies
Technologyforsmarterenforcement
Agencies increasinglyuse AI to detect violations,manage complaintsand for consumer education. Tools support shift from reactiveto preventive enforcement
Korea (KCA): AI-based knowledge platform improves dispute settlement
Netherlands (ACM): AI-powered web scraper for unfair practices; scanning spoken words to detect wrongdoing
Peru (INDECOPI): Monitors spam calls using AI
Poland (UOKiK):ARBUZ scans contracts; new tool detects dark patterns
Thailand (OCPB): Complaint triage; detect fraudulent digital advertising
Zambia (CCPC): Chatbot-enabled case management system; developing a digital market surveillance
Benefits
Enhanced detection and evidence gathering
Faster response to consumer harm
Improved access to redress
Challenges
Data gaps and digital divides
Limited capacities
Legal and ethical concerns
Where to Start?
StrengtheningthefoundationsforAIinconsumerprotection:Ensuring dataqualityandbuildingtechnologicalcapacitiesinenforcementagencies
AI tools require clean,structured,and representativedata
Agencies should invest in:
Data collection: complaints,market practices, business compliance, enforcement actions…
Pre-processing data: handling missing information,converting data into usable formats, removing errors and irrelevant content…
Ongoing quality assurance: reduce bias and error
Many agencies lackinfrastructure,staffing, andskills to deploy AI
Building technological capacities:
Recruitment of technical specialists: integrate technical expertise into policy teams to support the design, deployment, and monitoring of AI tools
Training for enforcement officer: strengthen staff digital skillsto ensure effective and responsible use of AI systems
Investment in IT infrastructure: computers, high-connectivity,secure data storage systems
Why a Checklist?
Apractical,non-prescriptivetooltoguideinformed decision-making
The Checklistoffers guidance for consumer protection agencies to:
Assess whether, when, and how AI could support their mandate
Align decisions with consumer rights, legal safeguards, and operational realities
Ensure approaches remain flexible, contextspecific, and risk-aware
Share experiences and build on existing practices across jurisdictions
Checklist – 15 Questions
Practical & organizational considerations
Understand the task or function AI will assist you with
Ensure AI is the appropriate tool for the identifiedproblem
Set clear and achievablegoals
Build and trainthe right team
Use a flexible development approach
Secure the right funding
Ensure seamless integration with existing systems
Get your data in order
Monitorandrefinethesystem
Legal,ethical&accountability considerations
Be transparent about AI usage
Guarantee the right side of ethics and law
Safeguard data privacy
Make AI systems secure
Maintain decisional authority
Consider environmental sustainability in AI deployment
Monitorandrefinethesystem
TheChecklistsupportsinformedandcontextappropriatedecisionsonthepotentialroleofAIin consumerprotection.
International Cooperation
Collaborationisessential:Joint tool development,knowledge exchange, and funding partnerships makeit possible for all countries—especially developing ones— to deploy AI responsibly.
Globalinitiativesgainingmomentum: UNGA Resolutions (2024), the UN Secretary-General’sAI Advisory Body, and the Global Digital Compactall call for inclusive, rights-based, and sustainable AI governance.
UNCTAD’sroleiskey: Enabling dialogue, collaboration, and capacity-building to strengthen consumer protection in the age of AI.
Focusonfairnessandbestpractices: Agencies must approach AI use critically, guided by ethical principles and international standards to ensure safe, effective,and transparent enforcement.
Suggestions for Action
Forconsumerprotectionagencies
Work collectively to adopt and promote best practices
Boost consumer education on AI-driven risks
Enhancetechnological capacities
Engage in international cooperation
Forpolicymakers
Support the development of inclusiveAI governance frameworks
Ensure coherence with existing consumer protection laws
