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<ns0:Id>20250SB__114698AMD</ns0:Id>
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<ns0:ActionText>INTRODUCED</ns0:ActionText>
<ns0:ActionDate>2026-02-18</ns0:ActionDate>
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<ns0:ActionText>AMENDED_SENATE</ns0:ActionText>
<ns0:ActionDate>2026-03-25</ns0:ActionDate>
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<ns0:AuthorText authorType="LEAD_AUTHOR">Introduced by Senator Gonzalez</ns0:AuthorText>
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<ns0:Legislator>
<ns0:Contribution>LEAD_AUTHOR</ns0:Contribution>
<ns0:House>SENATE</ns0:House>
<ns0:Name>Gonzalez</ns0:Name>
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<ns0:Title> An act to add Section 651.4 to the Business and Professions Code, relating to advertisements. </ns0:Title>
<ns0:RelatingClause>advertisements</ns0:RelatingClause>
<ns0:GeneralSubject>
<ns0:Subject>Advertisement claims: health-related consumer products and services: artificial intelligence.</ns0:Subject>
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<html:p>Existing law makes it unlawful for any person doing business in California and advertising to consumers in California to make any false or misleading advertising claim.</html:p>
<html:p>Existing law makes it unlawful for healing arts licensees, as specified, to disseminate or cause to be disseminated any form of public communication containing a false, fraudulent, misleading, or deceptive statement, claim, or image in order to induce the provision of services or products in connection with their licensed professional practice or business. Existing law makes a violation of these provisions punishable as a misdemeanor and, in the case of a licensed person, provides that a violation
constitutes unprofessional conduct and grounds for suspension or revocation of a license by the relevant board.</html:p>
<html:p>This bill would, subject to specified exceptions, require an advertisement that uses the image, audio, or video of a person representing themselves to be, or identifiably depicting a person as, a health care provider that is generated or substantially altered using artificial intelligence or other computer technology to promote the sale of a health-related consumer product or service to include a clear and conspicuous disclosure that the
image, audio, or video, as applicable, of the person in the advertisement was generated or substantially altered by artificial intelligence and that the person identifiably depicted is not a health care provider. The bill would also define terms for its purposes and would provide for factors that may be considered in determining whether a natural person is “identifiably depicted” in an electronic representation.</html:p>
<html:p>This bill would
authorize the Attorney General, a district attorney, or a natural person identifiably depicted as a health care provider in an advertisement to bring a civil action to enforce these provisions, and would provide that a violation of the bill does not constitute a misdemeanor.</html:p>
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<ns0:Preamble>The people of the State of California do enact as follows:</ns0:Preamble>
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<ns0:Num>SECTION 1.</ns0:Num>
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Section 651.4 is added to the
<ns0:DocName>Business and Professions Code</ns0:DocName>
, to read:
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<ns0:Num>651.4.</ns0:Num>
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<html:p>
(a)
<html:span class="EnSpace"/>
For purposes of this section, the following definitions apply:
</html:p>
<html:p>
(1)
<html:span class="EnSpace"/>
“Artificial intelligence” means an engineered or machine-based system that varies in its level of autonomy and that can, for explicit or implicit objectives, infer from the input it receives how to generate outputs that can influence physical or virtual environments.
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<html:p>
(2)
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(A)
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“Generated or substantially altered using artificial intelligence or other computer technology” means when visual or audio media of a natural person is either of the following:
</html:p>
<html:p>
(i)
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Entirely created using artificial intelligence or other computer technology and would appear to a reasonable person to be authentic.
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<html:p>
(ii)
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Materially altered by artificial intelligence or other computer technology and that alteration would cause a reasonable person to have a fundamentally different understanding of the altered media when comparing it to an unaltered version.
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<html:p>
(B)
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A visual or audio media of a natural person is not “generated or substantially altered using artificial intelligence or other computer technology” if the media is immaterially altered by artificial intelligence or other
computer technology, including a cosmetic adjustment, color edit, cropped image, or resized image.
</html:p>
<html:p>
(3)
<html:span class="EnSpace"/>
“Health-related consumer product or service” means a product or service that is marketed for use primarily for personal, family, or household purposes, and is marketed as having a health benefit. Examples include, but are not limited to, dietary supplements and medical and dental goods and services.
</html:p>
<html:p>
(4)
<html:span class="EnSpace"/>
“Health care provider” means a person licensed under this division.
</html:p>
<html:p>
(5)
<html:span class="EnSpace"/>
“Identifiably depicted” means that the visual likeness or voice of a natural person within an electronic
representation is readily identifiable, even if the electronic representation is not identical to the natural person.
</html:p>
<html:p>
(6)
<html:span class="EnSpace"/>
“Natural person” means a natural human individual, and does not include a firm, partnership, association, corporation, limited liability company, or cooperative association.
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<html:p>
(b)
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An advertisement that uses the image, audio, or video of a natural person
representing themselves to be, or identifiably depicting a person as, a health care provider that is generated or substantially altered using artificial intelligence or other computer technology to promote the sale of a health-related consumer product or service shall include a clear and conspicuous disclosure that the image, audio, or video, as applicable, of the person in the advertisement was generated or substantially altered by artificial intelligence and that the person identifiably depicted is not a health care provider, and shall comply with all of the following:
</html:p>
<html:p>
(1)
<html:span class="EnSpace"/>
For visual media, the text of the disclosure shall appear in a
prominent location and in a size that is easily readable by the average viewer. For visual media that is video, that disclosure shall be displayed for the duration of the video.
</html:p>
<html:p>
(2)
<html:span class="EnSpace"/>
For audio-only media, the disclosure shall be read in a clearly spoken manner and in a pitch that can be easily heard by the average listener, at the beginning of the audio, at the end of the audio, and, if the audio is greater than two minutes in length, interspersed within the audio at intervals of not greater than two minutes each.
</html:p>
<html:p>
(c)
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Advertisements subject to this section shall comply with all other applicable state and federal laws. This section does not abrogate, narrow, or otherwise limit any other applicable state or federal
law, including, but not limited to, Chapter 1 (commencing with Section 17500) of Part 3 of Division 7. This section does not authorize use of a person’s likeness for commercial purposes without the individual’s consent.
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<html:p>
(d)
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(1)
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The Attorney General or any district attorney may bring a civil action to enforce subdivision (b) and may seek any appropriate remedy, including, but not limited to, injunctive relief.
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<html:p>
(2)
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A natural person identifiably depicted as a health care provider in an advertisement that violates subdivision (b) may bring a civil action against the person who created the advertisement and may seek any appropriate remedy, including, but not limited to, injunctive relief.
</html:p>
<html:p>
(3)
<html:span class="EnSpace"/>
The remedies provided for under this paragraph are cumulative and shall be in addition to any other remedies provided for by law, including, but not limited to, Section 3344 of the Civil Code.
</html:p>
<html:p>
(4)
<html:span class="EnSpace"/>
A violation of this section shall not constitute a misdemeanor for purposes of this article.
</html:p>
<html:p>
(5)
<html:span class="EnSpace"/>
This section does not alter or negate any rights, obligations, or immunities of an interactive computer service provider under Section 230 of Title 47 of the United States Code.
</html:p>
<html:p>
(e)
<html:span class="EnSpace"/>
This section does not apply to an
advertisement that uses the image, audio, or video of a person representing themselves to be, or depicting the person as, a health care provider that is generated or substantially altered using artificial intelligence or other computer technology to promote the sale of a health-related consumer product or service if all of the following conditions are met:
</html:p>
<html:p>
(1)
<html:span class="EnSpace"/>
The health care provider depicted in the advertisement is an identifiably depicted natural person who is licensed in the same professional practice as depicted in the advertisement.
</html:p>
<html:p>
(2)
<html:span class="EnSpace"/>
The identifiably depicted natural person has provided prior consent to the use of their image in the advertisement.
</html:p>
<html:p>
(3)
<html:span class="EnSpace"/>
The identifiably depicted natural person agrees with all of the statements made by the image, audio, or video of themselves generated or substantially altered
by artificial intelligence.
</html:p>
<html:p>
(f)
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For purposes of this section, factors that may be considered in determining whether a natural person is “identifiably depicted” in an electronic representation include whether the electronic representation identifies itself by the natural person’s name, whether the electronic representation uses any visual or auditory cues commonly associated with the natural person, and whether the advertisement featuring the electronic representation addresses a subject matter or health issue in which the natural person specializes.
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