NJ, US · AI law tracker
S735 — NJ, US
S735 is an AI governance legislation from NJ, currently introduced. New Jersey's S735 bill proposes to prohibit advertising AI systems as licensed mental health professionals [1]. AIGI tracks 1 primary-source update on this bill; the most recent was published on 2026-01-13.
Status & timeline
- Regulatory stage
- introduced
- Bill status
- SCM
- Authority / governing body
- New Jersey State Legislature
- Document type
- legislation
Next deadline: No fixed deadline — bill remains in committee.
Subscriber only
Full obligation matrix
| Actor | Obligation | Deadline | Source |
|---|---|---|---|
| deployer | Must not advertise an artificial intelligence system as a licensed mental health professional. | — | — |
| other | Any entity engaged in advertising must not represent an artificial intelligence system as a licensed mental health professional. | — | — |
Subscriber only
Enforcement risk score
Announced regulation; enforcement footprint still forming.
Subscriber only
Role-based compliance checklist
- general_counsel Monitor the status of NJ S735 and its potential enactment.
- compliance_officer Review current advertising policies and materials for AI-powered services to ensure no misrepresentation as licensed professionals.
- product_manager Ensure product descriptions and marketing copy clearly distinguish AI capabilities from human professional licensure.
Subscriber only
Vendor impact assessment
- Vendor risk class
- high
- Procurement categories
- healthcare_ai, customer_service_ai
Vendors providing AI systems for mental health support or related customer interactions must ensure their marketing, product descriptions, and user interfaces are unambiguous about the AI's non-professional status to avoid potential violations if this bill is enacted. This includes clear disclaimers and functional limitations.
Sample vendor questions
- How does your AI system prevent it from being misrepresented as a licensed mental health professional?
- What disclaimers are provided with your AI-powered mental health support tools?
- Can your AI system generate advice that could be confused with professional medical or mental health counsel?
- What mechanisms are in place to ensure users understand they are interacting with an AI, not a licensed human?
Intelligence briefs (1)
NJ Bill Prohibits AI Advertising as Licensed Mental Health Professional
New Jersey's S735 bill proposes to prohibit advertising AI systems as licensed mental health professionals [1].
This development signals increased legislative scrutiny over AI misrepresentation in sensitive sectors like healthcare, impacting disclosure obligations.
Deadline: No fixed deadline — bill remains in committee.
Primary source →Frequently asked questions
- What is S735?
- New Jersey's S735 bill proposes a prohibition on advertising artificial intelligence systems as if they were licensed mental health professionals [1]. This legislative effort, currently in the Senate Commerce Committee (SCM), aims to prevent consumer deception regarding AI-driven mental health support tools. An identical bill, A799, is also under consideration in the 2026-2027 session. Primary source →
- Why does S735 matter?
- This development signals increased legislative scrutiny over AI misrepresentation in sensitive sectors like healthcare, impacting disclosure obligations. Primary source →
- Who does S735 affect?
- This development primarily affects developers and deployers of AI systems offering mental health support or guidance, particularly those engaged in marketing and advertising these services within New Jersey. Companies operating telehealth platforms, AI-powered chatbots, or digital wellness applications designed to address mental health concerns are within scope. It also impacts marketing and legal functions responsible for ensuring truthful and non-deceptive advertising claims for AI solutions. Primary source →
- What are the key dates for S735?
- No fixed deadline — bill remains in committee. Primary source →
- What is the current status of S735?
- As of the last published update, S735 is at the "introduced" stage, with bill status "SCM". Primary source →
- Where can I find the primary source for S735?
- The primary source for the most recent update is at https://www.njleg.state.nj.us/bill-search/2026/S735. AIGI publishes the full citation chain plus every approved brief on this bill. Primary source →
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