Utah Artificial Intelligence Policy Act (SB 149, 2024) — Consumer-Facing GenAI Disclosure
UT · Utah Code §§ 13-2-12, 13-72-101 et seq.; SB 149 (2024)
Utah was the first state to require regulated professionals (e.g., doctors, lawyers, accountants) to clearly disclose when consumers are interacting with generative AI, and to make companies liable under existing consumer-protection law for any deception their GenAI commits. It also created the Office of AI Policy and a regulatory sandbox.
Technical detail
Utah Code §§ 13-2-12, 13-72-101 et seq. (SB 149, eff. May 1, 2024) — (1) clarifies that the Utah Consumer Sales Practices Act and Deceptive Trade Practices Act fully apply to acts by GenAI; (2) requires affirmative disclosure of GenAI interaction in regulated occupations; (3) creates Office of AI Policy and Learning Laboratory. Amended by SB 226 (2025) to narrow scope to high-risk uses.
Who is protected: Utah consumers, including those interacting with healthcare, legal, and financial AI
Who must comply: Persons using GenAI in commerce; regulated occupational licensees; deployers of consumer-facing GenAI
Key facts
| Jurisdiction | UT |
|---|---|
| Level | State |
| Status | In effect |
| Protection strength | Moderate protection |
| Effective date | 2024-05-01 |
| Enacted | 2024-03-13 |
| Citation | Utah Code §§ 13-2-12, 13-72-101 et seq.; SB 149 (2024) |
| Enforced by | Utah Division of Consumer Protection; Utah Office of AI Policy |
| Private right of action | Yes — individuals can sue |
| Penalties | Civil penalties up to $2,500 per violation; $5,000 administrative fines; enhanced for repeat offenses |
| Topics | consumer protection · AI disclosure and transparency · automated decision-making |
| Last verified | 2026-06-17 |
| Official source | Utah SB 149 — Artificial Intelligence Policy Act (Enrolled) ↗ |
More AI rules in UT
- UT SB 149 (superseded) · Repealed / replaced
Related consumer protection rules elsewhere
- Missouri AI Therapy Chatbot Ban (SB 1019) · Enacted (not yet in effect)
- Vermont Data Broker Law (H.211) · Enacted (not yet in effect)
- Arkansas Frank Broyles Act AI amendment — voice and likeness protection (2025) · In effect
- PA v. Character.AI (Fake Psychiatrist Chatbot) · Blocked / in litigation
- NAACP v. xAI (Colossus 2 Air Pollution) · Blocked / in litigation
- RI Therapy Chatbot Ban (2026) · In effect
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