Missouri SB 1019 (2026) — Ban on AI Posing as a Therapist / Mental-Health Professional
Missouri · Mo. SB 1019 (2026 Reg. Sess.); MMPA enforcement; effective Aug 28, 2026
Missouri's 2026 health-care law bans companies and individuals from advertising or claiming that an AI chatbot can act as a mental-health professional or provide therapy services. Marketing an AI 'therapist' is treated as an unlawful business practice the state Attorney General can pursue, with fines of $10,000 for a first violation and $20,000 for each later violation.
Technical detail
SB 1019 (2026 Reg. Sess.) modifies several health-care provisions and prohibits offering or advertising an AI chatbot as capable of providing therapy, a mental-health diagnosis, or as a licensed mental-health professional. Violations are an unlawful practice under the Missouri Merchandising Practices Act (MMPA), enforced by the Attorney General; civil penalties of $10,000 (first) / $20,000 (subsequent). Truly agreed to and finally passed May 15, 2026; delivered to Gov. Kehoe May 28, 2026; effective August 28, 2026 (Missouri's standard effective date).
Who is protected: Missouri consumers, especially people seeking mental-health support, who could be misled into thinking an AI chatbot is a licensed therapist
Who must comply: Companies and individuals offering or advertising AI chatbots in Missouri; AI mental-health/therapy chatbot operators and marketers
Key facts
| Jurisdiction | Missouri |
|---|---|
| Level | State |
| Status | Enacted (not yet in effect) |
| Protection strength | Moderate protection |
| Effective date | 2026-08-28 |
| Enacted | 2026-05-28 |
| Citation | Mo. SB 1019 (2026 Reg. Sess.); MMPA enforcement; effective Aug 28, 2026 |
| Enforced by | Missouri Attorney General (Missouri Merchandising Practices Act) |
| Private right of action | No — agency enforcement only |
| Penalties | $10,000 for a first violation; $20,000 for each subsequent violation, as an unlawful practice under the MMPA |
| Topics | healthcare AI · consumer protection |
| Last verified | 2026-06-22 |
| Official source | Missouri SB 1019 (2026) — bill page (LegiScan mirror of the official Missouri General Assembly record) ↗ |
More AI rules in Missouri
- Missouri Deepfake & Digital Media Protection Act · Proposed / pending
- Missouri Taylor Swift Act (SB 1117) · Expired
- Missouri RSMo 573.010 (computer-generated CSAM) · In effect
- Executive Order 26-02 (Strategic Framework for Integration o · In effect
Related healthcare AI rules elsewhere
- PA v. Character.AI (Fake Psychiatrist Chatbot) · Blocked / in litigation
- RI Therapy Chatbot Ban (2026) · In effect
- RI AI Companion Self-Harm Safety (2026) · In effect
- Georgia SB 544 (health insurer AI) · Enacted (not yet in effect)
- Indiana HB 1271 (AI claims downcoding) · In effect
- Utah SB 319 (health insurer AI) · Enacted (not yet in effect)
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