On 8 September 2022, the Consumer Council (the Council) published its first study on the use of AI in e-commerce in Hong Kong (the Study) with an aim to promote responsible and ethical AI in e-commerce, and possibly pave the way for a local AI governance framework.
The Study focuses on business-to-consumer (B2C) e-commerce and is comprised of: (i) a quantitative online consumer survey; (ii) review of e-commerce platforms among local consumers; (iii) interviews with major e-commerce traders, technology providers and industry experts in Hong Kong; (iv) research on relevant guidelines and initiatives on the use of AI in 10 selected jurisdictions; and (v) review of consumer cases. The Council identified a number of key concerns as follows:
The Council recommended the following relevant to different stakeholders:
The Study identified the urgent need for e-commerce traders to adopt good trade practices when using AI. Operators of e-commerce platforms should also review their respective privacy policies. Trade associations could also consider establishing a “Consumer Charter” for traders to follow, hence protecting consumers.
The Hong Kong Government is actively promoting digital transformation and AI development. In line with the increasing international regulatory momentum on AI, the Study recommended that Hong Kong can reference the experiences and approaches of other jurisdictions and expedite the development of a cross- sectoral approach to regulate AI in Hong Kong.
*Information is accurate up to 27 November 2023