The Utah AI Policy Act (SB 149) was the first state AI consumer protection law in the country. Signed March 13, 2024, it has been in effect since May 1, 2024.
What the Utah AI Policy Act Requires
The Act makes clear that using generative AI is no defense to violating Utah consumer protection law. A business cannot escape liability for a deceptive practice by pointing out that an AI system, rather than a person, generated the offending content. It also requires businesses to disclose AI interactions: originally on request for most businesses, and proactively for regulated occupations like healthcare and law.
The Office of AI Policy and Learning Laboratory
The Act created the Office of Artificial Intelligence Policy plus an AI Learning Laboratory where companies can test AI products under negotiated regulatory relief. That structure lets Utah adjust its rules based on what it learns from real deployments rather than regulating in the abstract. The Act was substantially amended in 2025 by SB 226 and SB 332, so businesses checking their obligations should read the current amended text rather than the original 2024 version.
Source: Utah State Legislature: SB 149
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).
