AI for business · Regulation
Consumer Protection Act — AI in sales and customer service
Protects consumers against misleading and aggressive practices, unfair terms and gives rights in distance selling.
In forceSLOConsumers, platforms, mediaZVPot-1
What it means for AI
What your chatbot promises binds you. AI-personalised prices must be disclosed in online sales, and AI-generated fake reviews are a banned practice.
What you must do
- Check chatbot answers about prices, warranties and returns.
- Disclose personalised pricing based on automated decisions.
- Never publish AI-generated fake reviews or fake scarcity messages.
Examples
A chatbot invents a 60-day return policy
The customer may rely on it. In a well-known 2024 case a Canadian tribunal held Air Canada bound by what its chatbot told a customer.
Key dates
ZVPot-1 applies.
Who supervises
Market Inspectorate of Slovenia.
Official sources
Related regulations
General information, not legal advice — consult a lawyer for borderline cases. Regulations reviewed on 29 Sep 2026.