GVH President: the application of artificial intelligence raises numerous competition law and consumer protection issues

By: Trademagazin Date: 2026. 03. 11. 10:38

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The application of artificial intelligence raises numerous competition law and consumer protection issues and concerns – explained Csaba Balázs Rigó, President of the Hungarian Competition Authority (GVH), at the conference “Artificial Consumer Protection – Institutional and Enforcement Frameworks in the Age of AI” of the National University of Public Service (NKE), in Budapest, according to information from the GVH.

In his presentation, the President of the GVH highlighted that the application of artificial intelligence is a fundamental competitiveness issue, because with its efficiency-increasing capabilities can serve as a breakout point for middle-income countries, but at the same time, the protection of consumers, especially children and families, must be given priority, the statement said.

Csaba Balázs Rigó explained: it depends on us whether artificial intelligence (AI) will be a blessing or a curse.

There is a real danger that it could increase consumer deception and data abuse. It could undermine trust in the media and mass media, and shake the foundations of the modern market economy. On the other hand, it can promote competitiveness, productivity and increase productivity, remove unnecessary burdens from people’s shoulders, and support the development of innovative solutions and technologies.

In his presentation, the President of the GVH presented in detail how the national competition authority has been actively dealing with various aspects of artificial intelligence technologies for years. In 2024, the GVH – among the first competition authorities in the European Union – conducted a comprehensive market analysis in order to map the effects of AI on market competition and consumer transaction decisions. The GVH market analysis – among other things – pointed out that the application of artificial intelligence can increase the competitiveness of domestic small and medium-sized enterprises, and that the targeted development of self-learning systems based on small languages, such as the Hungarian language, is a particularly important factor for a country’s data sovereignty, data security and the preservation of its cultural identity – said Csaba Balázs Rigó, according to the statement.

It was added that Csaba Balázs Rigó recalled that the Hungarian government adopted the Artificial Intelligence Strategy of Hungary in September 2025, which harmonizes with the proposals of the GVH market analysis on several points. The Hungarian Competition Authority welcomed the revision of the national AI strategy and the coordinated promotion of the utilization of artificial intelligence in the national economy. He also added that the Hungarian Artificial Intelligence Council (MMIT) was established in December 2025, of which the GVH is also a permanent member, according to the relevant law, the Hungarian Competition Authority informed.