Maine Required Disclosure of AI Chatbot Use in Trade and Commerce (10 M.R.S. ch. 239)
Maine · 10 M.R.S. ch. 239, Sec. 1500-Y (reallocated to Sec. 1500-DD); P.L. 2025, ch. 294 (L.D. 1727)
Maine prohibits businesses from using an AI chatbot or other computer technology in commercial dealings with a consumer in a way that could mislead a reasonable person into thinking they are interacting with a human, unless the consumer is clearly and conspicuously told they are not. A violation is treated as a violation of the Maine Unfair Trade Practices Act.
Technical detail
10 M.R.S. ch. 239 (enacted as Sec. 1500-Y, reallocated to Sec. 1500-DD) bars using an AI chatbot or other computer technology in trade and commerce in a manner that may mislead a reasonable consumer into believing they are interacting with a human unless clear and conspicuous notice is given; a violation is a violation of the Maine Unfair Trade Practices Act.
Who is protected: Consumers engaging in trade or commerce with businesses using AI chatbots.
Who must comply: Any person using an AI chatbot or similar computer technology to engage in trade or commerce with consumers in Maine.
Key facts
| Jurisdiction | Maine |
|---|---|
| Level | State |
| Status | In effect |
| Protection strength | Limited protection |
| Effective date | 2025-09-16 |
| Enacted | 2025-06-12 |
| Citation | 10 M.R.S. ch. 239, Sec. 1500-Y (reallocated to Sec. 1500-DD); P.L. 2025, ch. 294 (L.D. 1727) |
| Enforced by | Maine Attorney General (under the Maine Unfair Trade Practices Act) |
| Penalties | Treated as a violation of the Maine Unfair Trade Practices Act, exposing violators to UTPA remedies and Attorney General enforcement. |
| Topics | consumer protection · AI disclosure and transparency |
| Last verified | 2026-06-16 |
| Official source | Maine Title 10, Chapter 239 — Communications with Consumers via Artificial Intelligence ↗ |
More AI rules in Maine
- Maine mental-health AI limits (2026) · In effect
- Maine LD 61 (employer surveillance disclosure & prohibition) · In effect
- Maine Data Center Moratorium (vetoed) · Vetoed
- ME AI Private Images Law · In effect
- Maine AI-in-Therapy Law (licensed pros only) · In effect
- An Order Establishing the Maine Artificial Intelligence Task · In effect
Related consumer protection rules elsewhere
- Missouri AI Therapy Chatbot Ban (SB 1019) · Enacted (not yet in effect)
- Vermont Data Broker Law (H.211) · Enacted (not yet in effect)
- Arkansas Frank Broyles Act AI amendment — voice and likeness protection (2025) · In effect
- PA v. Character.AI (Fake Psychiatrist Chatbot) · Blocked / in litigation
- NAACP v. xAI (Colossus 2 Air Pollution) · Blocked / in litigation
- RI Therapy Chatbot Ban (2026) · In effect
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