Utah SB 226, the Artificial Intelligence Consumer Protection Amendments, narrows the disclosure duties of Utah’s AI Policy Act. It has been in effect since May 7, 2025.
What Utah SB 226 Changes
For most businesses, disclosure that a customer is talking to AI is required only when the customer clearly and unambiguously asks. For regulated occupations, proactive disclosure is required only during high-risk AI interactions, such as those involving health, financial, or legal advice or the collection of sensitive personal information. The amendments replace a broad disclosure default with a targeted one.
The Safe Harbor
The law also added a safe harbor for suppliers whose AI clearly and conspicuously identifies itself as AI throughout the interaction. Companies that keep the AI identity visible at all times can rely on that protection rather than tracking when individual disclosure duties trigger.
For businesses deploying chatbots or AI agents with Utah customers, the practical playbook is either to answer honestly when asked, to disclose proactively in high-risk regulated contexts, or simply to label the AI persistently and claim the safe harbor.
Source: Utah State Legislature: SB 226
Report a violation: If you believe a business is violating this law, you can file a complaint with the Utah Division of Consumer Protection (Dept. of Commerce).
