Call from ACM and AP: please share your opinion on chatbots in customer service
                  

                
                                  






  







  



  
    
              
        
        
      
      
                        
          

Summary

ACMand APare calling on stakeholders to submit input for guidelines regarding responsible use of chatbots in customer service.
ACM and AP have received reports about obstacles and risks associated with the use of chatbots
The draft guidelines will be published in the summer for consultation


  

  

    
      
          

      

  


                

  
    
            

Does your organization use chatbots for your customer service or for interacting with citizens? Or do you as a researcher, policymaker, or expert work with this technology? Are you a consumer, and do you find it convenient being able to reach customer service at any time, even on the weekends? Or are you annoyed by chatbots that pretend to be humans, and give you limited answers to your personal questions?


If any of the above applies, the Netherlands Authority for Consumers and Markets (ACM) and the Dutch Data Protection Authority (AP) would like to invite you to share your opinion. Over the past few months, we have received reports indicating recurring issues and risks associated with the use of chatbots. That is why we are jointly working on guidelines regarding responsible use of chatbots in public and private services. These guidelines will help organizations use chatbots honestly, clearly, and properly. That is why we need your help.


We are interested in all perspectives on chatbots used in public and private services.What is going well with chatbots?Where are risks?And what do organizations really need to have in order?


We are particularly interested in your opinion regarding:

clear explanations to users (transparency)
correct and reliable answers
the role of human contact
accessibility for everyone
secure data handling



Also, we would like to hear your perspective on new developments, such as smart and autonomous AI systems, as well as any other perspectives you would like to share.
Do you wish to share your opinion?


Your perspective and experiences will help in the creation of guidelines with practical and useful guidance for businesses and government organizations. That is how, together, we make sure customer service and public communication get better.
How and until when can you submit your opinion?


Please send your input todca@autoriteitpersoonsgegevens.nl. Please use the following as thesubject line: ‘input chatbot guidelines.’ You have until May 17, 2026, to submit your opinion.


The information collected by ACM and AP will be used in the creation of the Guidelines on responsible use of chatbots in customer service and public communication. The draft guidelines will be published in the summer for consultation and feedback. ACM and AP expect to be able to finalize the guidelines in the fall of 2026.
See also

14-04-2026 
Press release of Dutch Data Protection Authority (AP) (in Dutch)
02-10-2025 Opinion of ACM and AP regarding the use of AI chatbots in customer service in Dutch)


      

    
          
                                          
                                  
                        
                                  
                                
                  

                
          
          
          Publication characteristics
          
                                    
                Publication date
                14-04-2026
              
                      
                                    
                Publication type
                  News

              
                      

                                          
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                Subjects
                  Consumer protection,
  Digital economy

ACM and AP Seek Public Input on Chatbots in Customer Service

The Netherlands Authority for Consumers and Markets (ACM) and the Dutch Data Protection Authority (AP) are calling for input from stakeholders regarding the use of chatbots in customer service. This initiative comes in response to reports highlighting various obstacles and risks associated with chatbot technology.

ACM and AP are working together to develop guidelines that promote the responsible use of chatbots in both public and private sectors. They are particularly interested in understanding the perspectives of organizations that utilize chatbots, as well as consumers who interact with them.

Key areas of focus for the guidelines include ensuring transparency, providing accurate and reliable answers, maintaining human contact, ensuring accessibility, and handling data securely. Stakeholders are encouraged to share their experiences and insights on these topics.

The deadline for submitting opinions is May 17, 2026, and the draft guidelines are expected to be published for consultation in the summer of 2026, with finalization anticipated in the fall of the same year.



ACM and AP Seek Public Input on Chatbots in Customer Service

The Dutch competition authority and data protection authority are inviting stakeholders to share their opinions on the responsible use of chatbots in customer service, aiming to create guidelines for their effective implementation.