Utah Artificial Intelligence Policy Act (SB 149 + HB 452): AI Compliance Requirements
Utah was the first US state to pass AI-focused consumer protection legislation. The AI Policy Act (SB 149, effective May 1, 2024) requires businesses using generative AI in consumer interactions to disclose AI involvement on request, and requires proactive disclosure when AI is used in regulated professions (legal, medical, accounting, etc.). HB 452 (effective May 7, 2025) adds additional rules for mental health chatbots. Enforced by the Utah Division of Consumer Protection.
Key Facts
May 1, 2024
$2,500 per violation (enforced by Utah Division of Consumer Protection)
What Your Business Must Do
4 compliance requirements identified. Critical requirements carry the highest risk of enforcement action.
Generative AI Disclosure on Request
CriticalWhen using generative AI in any consumer-facing interaction, you must clearly and conspicuously disclose AI involvement when the consumer asks whether they are interacting with a human or AI.
Proactive Disclosure for Regulated Professions
CriticalWhen using generative AI to interact with consumers in a regulated profession context (legal, medical, mental health, accounting, etc.), you must proactively disclose that they are interacting with AI — not a human — before the interaction begins.
No Deceptive AI Use
High PriorityDo not use generative AI to deceive or defraud consumers. The Act extends existing Utah Consumer Sales Practices Act fraud prohibitions to AI-generated interactions.
Mental Health Chatbot Requirements (HB 452)
High PriorityIf you operate a mental health chatbot: (1) Disclose AI nature at start of every interaction and whenever asked. (2) Do not advertise products during interactions without labeling. (3) Do not sell or share individually identifiable health information or user inputs with third parties (except necessary contractors or with user consent).
Frequently Asked Questions
Does Utah Artificial Intelligence Policy Act (SB 149 + HB 452) apply to my business?
Utah was the first US state to pass AI-focused consumer protection legislation. The AI Policy Act (SB 149, effective May 1, 2024) requires businesses using generative AI in consumer interactions to disclose AI involvement on request, and requires pro. Use ComplianceIQ's free scanner to get a personalized assessment in under 5 minutes.
What is the penalty for non-compliance?
The maximum penalty under Utah Artificial Intelligence Policy Act (SB 149 + HB 452) is: $2,500 per violation (enforced by Utah Division of Consumer Protection). Fines are typically scaled by company size, severity of violation, and whether violations were willful or accidental.
How do I comply with Utah Artificial Intelligence Policy Act (SB 149 + HB 452)?
The 4 requirements above cover the core obligations. The fastest path to compliance is: (1) conduct an AI risk assessment, (2) document your AI systems, (3) implement transparency disclosures where required. ComplianceIQ generates all required documents automatically.
Official Source
https://le.utah.gov/~2024/bills/static/SB0149.htmlDon't leave compliance to chance
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