FTC: Undisclosed AI Output Steering Is Consumer Deception, Comment Deadline Friday

The statement was issued pursuant to Executive Order 14365. The deadline for public comments is July 31, 2026, giving stakeholders a two-day window to respond.

The FTC is soliciting feedback on the scope and implementation of the proposed rule. The statement defines 'steering' as intentional modification of AI outputs to influence user behavior without disclosure. Industry groups and consumer advocates are expected to submit comments before the Friday deadline. The agency will review submissions and may issue a final rule thereafter.

The FTC's move follows increasing concerns about AI systems that subtly guide user decisions without transparency.