New advertising regulations for healthcare practitioners take effect June 2026

The Colorado State Legislature has introduced Senate Bill 152, aimed at regulating advertisements for health-care services to enhance transparency and protect consumers. The bill, presented on March 27, 2025, seeks to address concerns regarding misleading advertising practices in the health-care sector.

One of the key provisions of Senate Bill 152 mandates that, starting June 1, 2026, any advertisement identifying a health-care practitioner by name must also disclose the type of state-issued license, certificate, or registration held by that practitioner. This requirement is designed to ensure that consumers have clear and accurate information about the qualifications of health-care providers. The bill defines "advertisement" broadly, encompassing various forms of communication, including printed materials, electronic media, and verbal statements.

The legislation also establishes a definition for "deceptive or misleading" advertisements, which includes any communication that misrepresents a practitioner's qualifications, skills, or credentials. This provision aims to combat false claims that could mislead patients seeking health-care services.

Debate surrounding Senate Bill 152 has highlighted concerns from both supporters and opponents. Proponents argue that the bill will empower consumers by providing them with essential information to make informed choices about their health care. They emphasize the importance of transparency in an industry where trust is paramount. Conversely, some opponents express concerns about the potential burden on practitioners and the administrative challenges that may arise from compliance with the new advertising requirements.

The implications of this bill extend beyond consumer protection; it may also influence the competitive landscape of health-care advertising in Colorado. By enforcing stricter guidelines, the legislation could lead to a shift in how health-care practitioners market their services, potentially reducing the prevalence of misleading advertisements.

As the bill progresses through the legislative process, its future remains uncertain. Stakeholders are closely monitoring discussions, and further amendments may arise as lawmakers consider the feedback from various interest groups. The outcome of Senate Bill 152 could set a precedent for health-care advertising regulations in other states, making it a significant development in the ongoing conversation about health-care transparency and consumer rights.