LD 1727 (HP 1154), Public Law 2025, chapter 294: disclosure of AI chatbots in consumer transactions

Summary

Maine enacted 10 MRSA chapter 239, section 1500-Y, An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence. A person may not use an AI chatbot or any other computer technology to engage in trade and commerce with a consumer in a manner that may mislead or deceive a reasonable consumer into believing they are dealing with a human being, unless the consumer is notified in a clear and conspicuous manner that they are not. An AI chatbot is defined as a software application, web interface or computer program that simulates human conversation through text or speech. A violation is a violation of the Maine Unfair Trade Practices Act. The law was passed in the First Special Session of the 132nd Legislature without an emergency clause, so it took effect on that session's general effective date.

Key dates

1. June 12, 2025Enacted
2. September 24, 2025Takes effect
3. October 20, 2026Checked against sources
4. October 21, 2026Checked against sources

Developments are added when the record is reviewed. Next review: October 20, 2027.

Evidence

Each passage is quoted from its source. The quoted passages are re-checked against the live pages every month.

1. Governor Action Signed by the Governor Chapter 294 Final Law Type Public Law Date 6/12/2025

   Supports: Signing date and chapter

   Summary of LD 1727 Maine Legislature Primary source

2. A person may not use an artificial intelligence chatbot or any other computer technology to engage in trade and commerce with a consumer in a manner that may mislead or deceive a reasonable consumer into believing that the consumer is engaging with a human being

   Supports: Disclosure requirement

   A violation of subsection 2 is a violation of the Maine Unfair Trade Practices Act.

   Supports: Enforcement

   Public Law 2025, chapter 294 (H.P. 1154 – L.D. 1727) Maine Legislature Primary source

3. Public Laws of 2025 Passed at the First Special Session, Chapters 18-499

   Supports: Chapter 294 is a First Special Session law

   the general effective date of nonemergency laws passed at the First Special Session of the 132nd Legislature is September 24, 2025

   Supports: Effective date

   Laws of the State of Maine 2025, 132nd Legislature, First Regular and First Special Sessions Maine Revisor of Statutes Primary source