All AI rules
Disclosure
Do you need to disclose you're chatting with a bot?
Often yes, and it turns on where the person is and what the bot is doing:
- California: unlawful to use a bot to push a sale or sway a vote without saying it is a bot.
- Utah: disclose when someone asks, and upfront in some regulated situations.
- EU: the AI Act requires that people be told when they are interacting with an AI system.
What this means for marketers
Where the law applies (California, Utah, the EU), the disclosure is required, so put it in the bot’s first message. Beyond that, worth considering: the rules target bots that sell and persuade, which is what a marketing bot does, so teams often disclose everywhere rather than maintaining a map of who sees which bot.
Primary source California SB 1001 (B.O.T. Act), full text (Signed 2018, in force since July 2019)
- Utah SB 149, AI Policy Act (Enacted 2024)
- EU AI Act, official text (Article 50 transparency rules) (Regulation (EU) 2024/1689, applies from August 2, 2026)
Links checked September 25, 2026
More on Disclosure
How we check this. *Beep Boop Bop 🤖 Never ever, ever legal advice.