New Jersey · Senate Bill · 222nd Legislature
SB—3668
New Jersey Senate Bill No. 3668 — An Act concerning consumer communication with an artificial intelligence system and supplementing P.L.1960, c.39 (C.56:8-1 et seq.)
Status ● Introduced Effective N/A Passage Likelihood L

WHAT THIS BILL REGULATES · 1 REQUIREMENT TYPE

T-01 AI IDENTITY DISCLOSURE
2 OBLIGATIONS T-01.1

How Is This Bill Enforced

Enforcement Authority
Enforced by the New Jersey Attorney General under the Consumer Fraud Act (P.L.1960, c.39; C.56:8-1 et seq.). Enforcement is agency-initiated; the Attorney General may issue cease and desist orders. Private plaintiffs injured by a violation of the Consumer Fraud Act may bring suit under existing CFA private-action provisions, but this bill does not independently create a new private right of action.
Private Right of Action
No private right of action. Enforcement is exclusive to the designated authority.
Penalties
Violations are unlawful practices under the New Jersey Consumer Fraud Act. First offense: up to $10,000 per violation. Subsequent offenses: up to $20,000 per violation. The CFA also provides for cease and desist orders, punitive damages, and treble damages and costs to injured parties. The bill itself does not independently specify attorney's fees, but the CFA's existing remedial provisions apply.

What This Bill Requires

Verbatim statutory text on the left; plain-language analysis and a per-section checklist on the right. Numbered markers cross-link to the matching checklist row.

Statutory Text
Analysis & Obligations
Section 1
AI consumer communication disclosure requirements
Deployer

(a)(1) 1 A person or entity that deploys an artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c) system to communicate with a consumer through an online platform shall, upon establishing contact with the consumer and prior to initiating any further communication, clearly and conspicuously: (1) notify the consumer that an artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c) system is communicating with the consumer;

(a)(2) 2 A person or entity that deploys an artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c) system to communicate with a consumer through an online platform shall, upon establishing contact with the consumer and prior to initiating any further communication, clearly and conspicuously: (2) provide the consumer with information on how to contact a human, including but not limited to providing a phone number, Internet website, or similar contact information for a human; the days and times a human is available; and any other information necessary for communication with a human.

(b) It shall be an unlawful practice and a violation of P.L.1960, c.39 (C.56:8-1 et seq.) for any person or entity that deploys an artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c) system to communicate with a consumer through an online platform to violate the provisions of this section.

(c) As used in this section: "Artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c)" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c), which generates new content in response to user inputs of data.

Section 1 is the operative heart of the bill. Subsection (a) imposes two affirmative disclosure obligations on any person or entity deploying an AI system to communicate with a consumer through an online platform: the entity must notify the consumer that an AI is communicating with them, and must provide information on how to contact a human. These disclosures must be made upon establishing contact and before any further communication.

Subsection (b) classifies any violation as an unlawful practice under the New Jersey Consumer Fraud Act (C.56:8-1 et seq.), which triggers the CFA's full penalty and remedy framework. Subsection (c) defines "artificial intelligence" broadly to include both traditional AI capabilities and generative AI.

Compliance actions 2 items
1
Any person or entity that deploys an AI system to communicate with a consumer through an online platform must, upon establishing contact with the consumer and before initiating any further communication, clearly and conspicuously notify the consumer that an artificial intelligenceArtificial intelligence"Artificial intelligence" means the development of software and hardware and the end-use application of technologies that are able to perform tasks normally requiring human intelligence, including, but not limited to, visual perception, speech recognition, decision-making, translation between languages, and generative artificial intelligence, which generates new content in response to user inputs of data.Section 1(c) system is communicating with them.
T-01.1
2
Any person or entity that deploys an AI system to communicate with a consumer through an online platform must, upon establishing contact and before any further communication, clearly and conspicuously provide the consumer with information on how to contact a human, including a phone number, website, or similar contact information; the days and times a human is available; and any other information necessary to communicate with a human.
T-01.1
Section 2
Effective date

This act shall take effect immediately.

Section 2 provides that the act takes effect immediately upon enactment. This is an immediate-effectiveness provision with no phase-in period.

Passage Likelihood

Low
Status Introduced
Chamber No passage
Committee No action
Majority party (No data)
Bipartisan No
Prior session None

Legislative History

2026-02-24 Introduced in the Senate, Referred to Senate Commerce Committee

Sources

Full Text ↗

Entry Last Reviewed

2026-05-20
AI generated