AN ACT requiring quality care for mothers.

The General Assembly of North Carolina enacts:

SECTION 1.  Article 1 of Chapter 75 of the General Statutes is amended by adding a new section to read:

§ 75‑44.  Truth in advertising for pregnancy centers.

(a)        The following definitions apply in this section:

(1)        Advertisement. – All representations made by a pregnancy center, disseminated or displayed in any manner or by any means, intended to induce a person to seek the services of the pregnancy center.

(2)        Pregnancy center. – A nongovernmental, nonprofit organization, other than a hospital, ambulatory surgical facility, or clinic that performs abortions, that holds itself out as a provider of care and support for pregnant women, including pregnancy counseling services, pregnancy testing, and other nonmedical pregnancy services.

(b)        Any advertisement made by a pregnancy center, or on behalf of a pregnancy center, shall convey accurate and complete information about the services offered by the pregnancy center, in plain language that is easy to understand.

(c)        It is unlawful for a pregnancy center in any advertisement, on a call line, on an internet website, in any other materials, or via verbal communication to knowingly make a materially false or misleading statement, or provide false or misleading information about any of the following:

(1)        The nature, identity, or location of a pregnancy center.

(2)        The medical risks and long‑term effects of pregnancy, prenatal care, abortion, and contraceptives.

(3)        The credentials, qualifications, or experience of persons providing treatment or services in the center.

(4)        The types and methods of services provided or used by the center, and information about where they are provided.

(d)       A violation of this section constitutes an unfair or deceptive trade practice under G.S. 75‑1.1.

SECTION 2.  There is appropriated from the General Fund to the Department of Justice the sum of twenty‑five thousand dollars ($25,000) in recurring funds for the 2024‑2025 fiscal year to be allocated to the Office of the Attorney General to assist in enforcing the provisions of G.S. 75‑44, as enacted by this act.

SECTION 3.  Section 1 of this act becomes effective October 1, 2024. Section 2 of this act becomes effective July 1, 2024. The remainder of this act is effective when it becomes law.