{"id":4968,"date":"2026-08-11T10:46:41","date_gmt":"2026-08-11T09:46:41","guid":{"rendered":"https:\/\/mbflegal.pt\/?p=4968"},"modified":"2026-08-12T09:33:32","modified_gmt":"2026-08-12T08:33:32","slug":"techwashing-e-ai-washing-no-contexto-do-direito-portugues","status":"publish","type":"post","link":"https:\/\/mbflegal.pt\/en\/techwashing-e-ai-washing-no-contexto-do-direito-portugues\/","title":{"rendered":"Techwashing and AI-Washing in the Context of Portuguese Law"},"content":{"rendered":"

Article published in C&R \u2013 Journal of Competition and Regulation, issues 55\u201356, January\/December 20251<\/em><\/h4>\n

The article analyses the phenomena of \u2018Techwashing\u2019 and \u2018AI-Washing\u2019, practices through which companies may convey to consumers an exaggerated or misleading perception of the use, capabilities or level of development of certain technologies, in particular artificial intelligence systems.<\/p>\n

These practices may unduly influence consumers\u2019 decisions, distort competition and undermine confidence in the markets.<\/p>\n

Drawing on the Portuguese legal framework governing advertising and unfair commercial practices, this article examines the extent to which claims relating to the use of technology and artificial intelligence may be considered misleading, and the relevant criteria for such an assessment.<\/p>\n

The analysis focuses on a number of particularly complex issues: what should be understood by \u2018technology\u2019 or \u2018artificial intelligence\u2019 for the purposes of a commercial claim? When does a reference to a particular technology cease to be a legitimate claim and instead create a misleading impression in the consumer\u2019s mind? And can the use of AI in a company\u2019s internal processes, without any direct impact on the product or service offered, justify a commercial claim that it \u2018uses AI\u2019?<\/p>\n

The article examines these issues in the light of the European and Portuguese legal frameworks, including the Artificial Intelligence Regulation (Regulation (EU) 2024\/1689), and identifies the challenges that rapid technological change poses to the application of traditional concepts of advertising and unfair commercial practices.<\/p>\n

It can be concluded that the current legal framework provides relevant tools for addressing these practices, but that there remain areas of uncertainty regarding the criteria applicable to the assessment of technological claims.<\/p>\n

In this context, transparency, accuracy and the ability to substantiate claims relating to the use of technology and AI are of particular importance.<\/p>\n

see\u00a0Full Article<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Artigo publicado na C&R \u2013 Revista de Concorr\u00eancia e Regula\u00e7\u00e3o, n\u00fameros 55 \u2013 56, janeiro \/ dezembro 20251 O artigo analisa os fen\u00f3menos de Techwashing e AI-Washing, pr\u00e1ticas atrav\u00e9s das quais empresas podem transmitir aos consumidores uma perce\u00e7\u00e3o exagerada ou enganosa sobre a utiliza\u00e7\u00e3o, as capacidades ou o grau de desenvolvimento de determinadas tecnologias, em […]<\/p>\n","protected":false},"author":2,"featured_media":4960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t