Snapchat Under Scrutiny Over AI Chatbot: UK Data Watchdog Issues Enforcement Notice

Snapchat , a widely popular social media app, is on the verge of potentially facing a multi-million-pound fine. The UK data watchdog , The Information Commissioner’s Office ( ICO ), has served a preliminary enforcement notice to the company. This action has come in light of the app's apparent oversight in evaluating privacy threats the My AI chatbot could present to its users, especially minors.

According to the ICO's provisional findings, Snapchat has allegedly failed in "adequately identifying and assessing the risks" that its My AI feature poses to its vast UK user base. This group includes users aged between 13 to 17 years.


Snapchat boasts a whopping 21 million monthly active users in the UK. A significant portion of this user base is the younger population. Insider Intelligence, a market research firm, estimates that 48% of Snapchat's users are below the age of 24, and about 18% fall within the 12 to 17 age bracket.

John Edwards , the Information Commissioner, remarked, "We have been clear that organisations must consider the risks associated with AI, alongside the benefits,” “Today’s preliminary enforcement notice shows we will take action in order to protect UK consumers’ privacy rights.”


The ICO's findings are, at this stage, only preliminary. Snap has been given a deadline until 27 October to respond before the ICO concludes its final decision. The ICO emphasized, "At this juncture, no final judgment should be made regarding any possible violation of data protection laws or the issuance of an enforcement notice."

If a final enforcement notice gets issued, Snap will be compelled to halt all data processing linked with My AI. This means UK users would lose access to this feature until Snap carries out a satisfactory risk assessment.


My AI, a service powered by OpenAI's groundbreaking GPT technology, represents the first incorporation of generative AI in a significant UK messaging platform. Edwards stated that while AI offers several benefits, organizations must equally weigh its risks. He added, "The preliminary enforcement notice issued today stands as a testament to our commitment to safeguarding the privacy rights of UK consumers."


My AI was introduced in February for the users of Snapchat+, Snapchat's subscription service, and was extended to all users in April.


A spokesperson from Snap commented, “We are closely reviewing the ICO’s provisional decision,” said a Snap spokesperson. “Like the ICO we are committed to protecting the privacy of our users.

“In line with our standard approach to product development, My AI went through a robust legal and privacy review process before being made publicly available. We will continue to work constructively with the ICO to ensure they’re comfortable with our risk assessment procedures.”