The European Commission has unveiled new guidelines restricting how AI can be used in workplaces and online services. Employers will be prohibited from using AI to monitor workers' emotions, while websites will be banned from using AI-driven techniques that manipulate users into spending money. These measures are part of the EU's Artificial Intelligence Act, which takes full effect in 2026, though some rules, including the ban on certain practices, apply from February 2024.

The AI Act also prohibits social scoring based on unrelated personal data, AI-enabled exploitation of vulnerable users, and predictive policing based solely on biometric data. AI-powered facial recognition CCTV for law enforcement will be heavily restricted, except under strict conditions. The EU has given member states until August to designate authorities responsible for enforcing these rules, with breaches potentially leading to fines of up to 7% of a company's global revenue.

Europe's approach to AI regulation is significantly stricter than that of the United States, where compliance is voluntary, and contrasts with China's model, which prioritises state control. The guidelines aim to provide clarity for businesses and enforcement agencies while ensuring AI is used ethically and responsibly across the region.