Assembly Bill 960 mandates that social media platforms display a conspicuous mental health warning label each time a user accesses the platform. This label must inform users of potential negative mental health effects and provide access to resources, including a national suicide prevention hotline. The warning label will remain visible until the user either exits the platform or acknowledges the risks and chooses to proceed. The Department of Agriculture, Trade and Consumer Protection (DATCP), in consultation with the Department of Health Services, is tasked with developing guidelines for these warning labels, which may include specific circumstances under which users can disable the label.

The bill also establishes enforcement mechanisms and penalties for non-compliance. DATCP or the Department of Justice can investigate violations and initiate civil actions against offending platforms, with potential penalties including fines of up to $5,000 per violation, injunctive relief, restitution for affected individuals, and disgorgement of profits gained from violations. Additionally, individuals who suffer harm due to violations can pursue their own civil actions for damages, including emotional and physical harm, punitive damages, and recovery of attorney fees. The bill aims to enhance user awareness of mental health risks associated with social media use and provide necessary resources for support.