# Regulator tells AI advisers and suppliers to reflect its guidance too - Link: https://fundraising.co.uk/2026/09/10/regulator-tells-ai-advisers-and-suppliers-to-reflect-its-guidance-too/ - Published: 2026-09-10T10:53:05+01:00 - Author: Howard Lake **The Fundraising Regulator has told organisations that advise, train or sell AI tools and services into the charity sector that they too are expected to reflect its regulatory guidance on artificial intelligence, not only the fundraisers who use it.** In a blog post published on 7 September, the regulator’s director of policy, **Paul Winyard**, said it had received positive feedback on the [AI guidance it published for charities last year](https://www.fundraisingregulator.org.uk/about-fundraising/resources/guidance-using-artificial-intelligence-fundraising). This sets out what fundraising organisations should do to comply with the [Code of Fundraising Practice](https://fundraising.co.uk/tag/fundraising-code/) at every stage of the AI lifecycle, from exploring and preparing to implement AI through to using it in day-to-day fundraising. ## Acknowledging the wider ecosystem of advice Winyard noted that of course a “range of charitable, academic and commercial organisations or expert consultants” now provide advice, research, marketing and support to charities on using [artificial intelligence](https://fundraising.co.uk/tag/artificial-intelligence/) in fundraising. However, AI advisers and experts are not themselves regulated by the Fundraising Regulator, even though their advice can shape how charities go on to use it. ## Advertisement That, he said, creates a risk: advice or information about AI that does not reference the regulator’s guidance may be incomplete, or even incompatible with the Code. The regulator is “strongly encouraging” any organisation that promotes, advises or informs the sector on AI in fundraising to acknowledge, and where appropriate integrate, its guidance into their own resources. The blog post reiterates that fundraising charities should have a direct understanding of the guidance and should take it into account at every stage, whether they are exploring AI, preparing to implement it or already using it. ## What this means for suppliers and consultants While many professional advisers will already be taking this approach, the regulator’s announcement now makes it clear. AI platform vendors, [agencies and independent consultants](https://fundraising.co.uk/tag/fundraising-consultant/) advising charities on AI are now expected to build the Regulator’s position into what they say and sell, not treat it as a footnote for the charity to check separately. The regulator has not set out a formal compliance mechanism for third parties, and its own role, it stresses, is not to explain what AI is, how it works, or to promote particular tools. Its [guidance on the use of artificial intelligence in fundraising](https://www.fundraisingregulator.org.uk/about-fundraising/resources/guidance-using-artificial-intelligence-fundraising), and the wider suite of guidance and support materials on the Code, are available on its website, and it is inviting sign-ups to its newsletter for updates on future guidance and support materials. * **[Framework launched to promote ethical AI practices in fundraising](https://fundraising.co.uk/2023/07/27/framework-launched-to-promote-ethical-ai-practices-in-fundraising/)( 27 July 2023)** * **[Using AI in fundraising requires ethical & data upskilling, Rogare report cautions](https://fundraising.co.uk/2024/02/08/using-ai-in-fundraising-requires-ethical-data-upskilling-rogare-report-cautions/)( 8 February 2024)** * **[CIOF report reveals fundraisers’ use of AI and their concerns](https://fundraising.co.uk/2025/06/10/ciof-report-reveals-fundraisers-use-of-ai-and-their-concerns/)( 10 June 2025)** * **[5 digital skills your charity can improve right now](https://fundraising.co.uk/2017/02/13/5-digital-skills-charity-can-improve-right-now/)**( 13 February 2017) * **[Embrace AI and crowdfunding to engage new generation of donors, urges JustGiving](https://fundraising.co.uk/2017/05/23/embrace-ai-crowdfunding-engage-new-generation-donors-urges-justgiving/)**( 23 May 2017) * **[New award offers charities chance to harness AI for medical research](https://fundraising.co.uk/2017/11/15/new-award-offers-charities-chance-harness-ai-medical-research/)**( 15 November 2017)