Ireland Gives Financial Consumers a Right to Speak to a Human
Ireland has introduced new consumer protections for distance contracts for financial services, implementing the requirements of Directive (EU) 2023/2673. The rules apply where consumers buy eligible financial products or services without face-to-face contact, including through digital channels and telephone sales.
Directive (EU) 2023/2673 repeals the former Distance Marketing of Financial Services Directive 2002/65/EC from June 19, 2026. It requires Member States to provide, among other protections, a “right to request human intervention” in specified circumstances and a withdrawal function for distance financial-services contracts.
A key protection of new Irish law is the consumer’s ability to request human intervention when dealing with online communication tools used by a financial services provider. This is particularly relevant where banks, insurers, lenders, and other firms use chatbots or automated customer-service systems during sales or contract-management processes.
The rules also strengthen pre-contractual information duties. Firms must give consumers clearer information before they enter into a distance contract and must avoid online interface practices that impair informed, free decision-making. This addresses digital sales methods that may pressure, steer, or otherwise improperly influence consumers.
For eligible distance contracts, firms must also provide a clear and accessible online withdrawal function. The changes reflect the EU’s effort to ensure that consumer protection in financial services remains effective as sales, communications, and customer support move to digital channels. The precise obligations of Irish firms should be assessed against the final Irish implementing instrument and the underlying Directive.
