The introduction of new technologies in the insurance market is mainly based on market self-regulation through soft law. The aim of this article is to analyze this self-regulation by national supervisory authorities in the absence of legal solutions related to new technologies at the EU level. The structure of the EU insurance market argues in favor of regulating the use of new technologies by insurance distributors as soon as possible, as well as ensuring the harmonization and consistency of legal solutions for the entire insurance market at the level of individual Member States. The author analyzes the legal structure of guidelines and recommendations at EU level and in Polish law, proposing de lege ferenda conclusions in this regard.