The Missouri AI Therapy Advertising Ban, part of health care omnibus SB 1019, bans advertising or representing that an AI system is a mental health professional or can provide therapy, psychotherapy, or a mental health diagnosis. Signed by Governor Kehoe in July 2026, it takes effect August 28, 2026 and is Missouri’s first enacted AI-specific statute.
How the Missouri AI Therapy Advertising Ban Works
The law targets so-called therapy chatbots marketed to consumers. Violations are unlawful practices under the Missouri Merchandising Practices Act, the state consumer fraud law, enforced by the Attorney General. Fines run 10,000 dollars for a first offense and 20,000 dollars for repeat offenses.
What Chatbot Companies Should Do
Any company marketing AI wellness or chatbot products in Missouri needs to scrub claims that the product provides therapy or acts like a licensed clinician. The trigger is the marketing claim itself, so product pages, app store listings, and ad copy all matter.
With the effective date set for August 28, 2026, there is a short runway to audit consumer-facing language before the Attorney General can start enforcing.
Source: Missouri Senate: SB 1019
Report a violation: If you believe a business is violating this law, you can file a complaint with the Missouri Attorney General Consumer Protection.
