PURVIEW

Provides the general consumer-protection framework governing unfair trade practices, misleading advertising, product and service liability, consumer rights and remedies. Its importance for AI regulation is growing because AI systems can influence advertising, recommendations, pricing, customer support and automated representations made to consumers. The Act can therefore become relevant where AI generates misleading claims, facilitates unfair practices, obscures material information or contributes to consumer harm. For privacy, consumer-facing AI often relies on behavioural and personal data, so the Act should be read alongside privacy and sectoral requirements where automated profiling or personalisation affects consumer decisions.

Classification and legal status. Binding primary legislation.

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