CZECH REPUBLIC Law and Practice Contributed by: Irena Lišková, Ladislav Mádl, Eliška Říhová and Adam Vymazal, Randl Partners
8.2 AI-Related Claims There are no special rules or guidance related to mak - ing claims that a product is developed through the use of AI, is powered by AI, or has AI-related capabilities. Therefore, general provisions apply, especially regard - ing the provision of truthful and relevant information to consumers before entering into a contract under the Consumer Protection Act, as well as general advertis - There are no special rules or guidance related to the use of chatbots. As the Czech Republic is a member of the EU, the provisions of the AI Act apply as well as the GDPR. 9. Web 3.0 9.1 Cryptocurrency and Non-Fungible Tokens (NFTs) Regarding NFTs, there is no specific regulation gov - erning their advertising; however, the general rules of advertising law must be followed. ing regulations. 8.3 Chatbots In 2025, a new EU regulation on crypto-assets came into force, the Markets in Crypto Assets Regulation (MiCA). MiCA also introduced rules on advertising and communication regarding crypto-assets, in particular: • before offering regulated crypto-assets, the offeror must prepare and publish a white paper containing relevant information about the issuer, the crypto- asset, associated risks, underlying technology and the key terms of the offer, similar to the require - ments for other financial assets; • commercial communications must comply with the information contained in the white paper; • advertising must be specific, clear, non-misleading and clearly identified as advertising; and • providers of crypto-asset-related services must inform customers of the risks associated with crypto-asset transactions. 9.2 Metaverse There is currently no specific regulation governing advertising within the metaverse, therefore general regulations apply, as stipulated in the Code of Adver -
the contract at any time free of charge, subject to a maximum notice period of one month. Furthermore, the service provider must inform the consumer about the most advantageous prices for the services it pro - vides. Information on the most advantageous prices must be given to all customers at least once per year. Specific rules on automatic renewal are also stipulated by the Energy Act, with similar information about duty on prolongation, new prices and conditions before automatic renewal. In addition to the sector-specific regulations men - tioned above, Czech law does not specifically regu - late automatic renewals and ongoing offers. However, such practices must still comply with consumer pro - tection laws, particularly those contained in the Con - sumer Protection Act and the Civil Code. The Civil Code imposes extensive information require - ments when contracting with consumers, including details on the contract’s duration and termination terms. There are presently no special rules or guidance on artificial intelligence used in advertising. However, this is expected to change with the adoption of the AI Act in 2024 and its coming into force in the following years. Under the AI Act, the deployers of AI systems that generate or alter images, audio, or video content as deepfakes must disclose their artificial origin, except when the use is legally authorised for law enforcement purposes, and where the content is clearly artistic, creative, satirical, fictional, or similar. In such cases, disclosure may be limited to indicating the AI origin in a manner that does not hinder the work’s display or enjoyment. With regard to self-regulation, the AIP recently pub - lished a Code of Conduct for using AI in Influencer Marketing. 8. Artificial Intelligence 8.1 AI and Advertising Content
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