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<ns0:Id>20250SB__114699INT</ns0:Id>
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<ns0:ActionText>INTRODUCED</ns0:ActionText>
<ns0:ActionDate>2026-02-18</ns0:ActionDate>
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<ns0:SessionYear>2025</ns0:SessionYear>
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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>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.</html:p>
<html:p>This bill would require an advertisement that uses the image, audio, or video of a natural person 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. The bill would also define terms for its purposes.</html:p>
<html:p>This bill would require actions for relief brought pursuant to this bill to be prosecuted exclusively by the Attorney General or a district attorney in the name of the people of the State of California, 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)
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For purposes of this section, the following definitions apply:
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<html:p>
(1)
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“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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(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:
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<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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(B)
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Any 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.
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(3)
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“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 goods and services.
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<html:p>
(4)
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“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 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 shall comply with all of the following:
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<html:p>
(1)
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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.
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<html:p>
(2)
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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.
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<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. This section does not authorize use of a person’s likeness for commercial purposes without the individual’s consent.
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(d)
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(1)
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Actions for relief pursuant to this section may be prosecuted exclusively in a court of competent jurisdiction in a civil action brought in the name of the people of the State of California by the Attorney General or by any district attorney. This section shall not be deemed to create a private right of action, or limit any existing private right of action.
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(2)
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A violation of this section shall not constitute a misdemeanor for purposes of this article.
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(3)
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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.
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