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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 [at] autoriteitpersoonsgegevens [punt] nl (dca[at]autoriteitpersoonsgegevens[dot]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

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