Artificial Intelligence Consumer Protection (generative AI disclosures)
Utah GenAI Disclosure Act
Artificial intelligence
Replaced the 2024 AI disclosure rule (former 13-2-12) with a duty to tell consumers they are dealing with generative AI when they clearly ask, and a duty for licensed professionals to disclose AI use up front in high-risk interactions. Using generative AI is no defense to a consumer-protection violation.
- Where
- Utah
- Citation
- Utah Code Title 13, Chapter 77 (13-77-101 to 13-77-106)
- Status
- In force
- In force since
- 2025-05-07
- Last amended
- 2026-05-06
- Enforced by
- Utah Division of Consumer Protection
- People can sue
- No
- Penalties
- A violation is a deceptive act under 13-11-4(1); administrative and court fines up to $2,500 per violation, $5,000 for violating an order (13-77-105).
- Applies to
- Suppliers using generative AI to interact with individuals in connection with consumer transactions in Utah
- Individuals providing services in an occupation regulated by the Department of Commerce that requires a license or state certification (13-77-101, -103)
What a privacy notice must say
- Disclose that the individual is interacting with generative AI and not a human when the individual clearly and unambiguously asks.Utah Code 13-77-103(1)
- In a high-risk AI interaction (health, financial, or biometric data collection, or personalized advice relied on for significant decisions), prominently disclose generative AI use, verbally at the start of a verbal exchange or in writing before a written one.Utah Code 13-77-101(5), 13-77-103(2)-(3) · Only if: Licensed or state-certified professional using generative AI
Practices it requires
- Use of generative AI is not a defense to a consumer-protection violation.Utah Code 13-77-102
Other duties
- Safe harbor: no enforcement for 13-77-103 violations if the generative AI clearly and conspicuously discloses at the outset and throughout that it is AI, not a human.Utah Code 13-77-104
Sources
- Official text
- Utah Code 13-77-101 (Utah Legislature, version C13-77-S101_2026050620260506)
- Utah Code 13-77-103 (Utah Legislature, version C13-77-S103_2025050720250507)
- Utah Code 13-77-104 (Utah Legislature, version C13-77-S104_2025050720250507)
- Utah Code 13-77-105 (Utah Legislature, version C13-77-S105_2025050720250507)
- 2025 S.B. 226 enrolled bill (Utah Legislature)
Checked against these sources on 2026-09-23 by research agent (Claude), primary sources.
Unverified: Division rules on 13-77 disclosure forms were not reviewed.
Research reference, not legal advice.