You now have a new legal right to speak to a human when buying financial products

From today, Irish consumers can refuse to deal with AI chatbots when buying financial products or services

Irish consumers can now opt not to rely solely on automated online systems when buying financial services or products. Picture: iStock

Consumers buying financial products will have a legal right not to talk to artificial intelligence (AI) chatbots under legislation signed into law today.

Tánaiste and finance minister Simon Harris will sign into law rules that will strengthen protections for consumers purchasing financial products or services online or over the phone.

The Government says the rules will ensure consumers:

• Can request human intervention rather than relying solely on automated online systems when buying a financial product or service;
• Will receive clearer information before signing up for financial products or services bought online or over the phone;
• Will be better protected from marketing practices designed to influence or pressure purchasing decisions;
• Can more easily withdraw from eligible online financial contracts through a clear and accessible cancellation function.

The rules are to be signed into Irish law by the Tánaiste under the European Union’s Directive 2023/2673, which covers financial services contracts concluded at a distance.

The statutory instrument amends the Consumer Rights Act 2022, and it specifically addresses financial services contracts concluded online or via the phone.

A public consultation was carried out in 2025.

As well as bringing in a right to interact with a human, the law introduces a mandatory “withdrawal button” for online contracts.

This will need to include a “two-step function” of an unambiguous statement and a confirmation.

The Tánaiste will today say that the rules are designed to help because of the prevalence of those purchasing financial products and services online.

“More and more people are choosing to buy financial products and services online, and consumers should have the same confidence and protections in the digital marketplace as they do in person," he said.  

These new rules put consumers first and make sure their rights keep pace with how people now access financial services.

“Whether it’s the right to speak to a real person instead of relying solely on an automated system, clearer information before making a decision, or an easier way to cancel an eligible contract, these are practical changes that will make a real difference for consumers.

“Digitalisation has significantly changed the financial services market in Ireland.

“While the existing financial consumer protection framework is robust, the rules I have signed into law today will ensure that the framework continues to keep pace with the increasingly digitalised financial services landscape and maintains the high level of protections for consumers.”