By: Lance Eliot
The FTC has unveiled a new AI policy proposal targeting generative AI and large language models. This initiative aims to compel AI makers to disclose biases that lead to less-than-truthful outputs, aligning with the FTC Act's consumer protection mandate. The agency asserts that consumers reasonably expect AI to provide accurate information, and any deviation without clear disclosure constitutes deceptive practice. While not banning bias, the proposal requires AI companies to inform users if their systems prioritize objectives different from what users expect. This follows previous FTC efforts against false AI advertising. The proposal, issued July 1, 2026, is open for public feedback until July 31, 2026, sparking debate over potential overreach versus necessary consumer safeguards. Defining "truthful" and effective disclosure methods remains a complex challenge.

















