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Board backs bill to ban AI systems from implying they are licensed providers
Summary
The board voted to support AB 489, a bill that would give licensing boards authority to act against entities that market AI systems in ways that imply the system is a licensed health-care provider.
The California Board of Behavioral Sciences voted May 9 to support Assembly Bill 489, legislation that would prohibit developers and deployers of artificial-intelligence systems from representing or implying their systems are licensed health-care providers.
The measure would permit licensing boards, with existing authority over unlicensed practice, to pursue injunctions or administrative enforcement against companies whose AI products use prohibited terms or otherwise imply they are licensed practitioners. Legislative manager Roseanne Helms summarized the bill as a first step to give boards jurisdiction over entities, not just individuals.
"This bill proposes prohibiting a person or entity who develops or deploys an AI or generative AI system from having that system represent or imply that it is a licensed health care provider by using prohibited terms, letters, or phrases," Helms said.
Board members supported the concept and urged stronger disclosures and broad wording that captures AI marketed as therapy even when the product is not presented as a human clinician. Several members described instances of AI services marketed as "24/7 AI therapist" or "AI therapy in your pocket," which they said can be attractive to youth and other vulnerable consumers.
Stakeholders including the California Association of Marriage and Family Therapists also signaled support. The board voted in favor of a support position and directed staff to continue discussions with the author's office about potential strengthening language and implementation details.
Board Chair Wendy Strack said the measure is "a good place to start" and that the board would continue work with legislators to broaden guardrails where appropriate.
