Maine AI Chatbot Disclosure Law
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)
- Status
- In effect
- Took effect
- September 16, 2025
- Applies to
- Any person using an AI chatbot or similar computer technology to engage in trade or commerce with consumers in Maine.
- Enforced by
- Maine Attorney General (under the Maine Unfair Trade Practices Act)
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.
Who is protected: Consumers engaging in trade or commerce with businesses using AI chatbots.
Legal 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.
Key facts
| Jurisdiction | Maine |
|---|---|
| Level | State |
| Strength | Limited |
| Enacted | June 12, 2025 |
| Citation | 10 M.R.S. ch. 239, Sec. 1500-Y (reallocated to Sec. 1500-DD); P.L. 2025, ch. 294 (L.D. 1727) |
| 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 |
| Statute | Maine Title 10, Chapter 239 — Communications with Consumers via Artificial Intelligence |
More AI rules in Maine
- Maine LD 61 (employer surveillance disclosure & prohibition) · In effect
- Hilton v. Noem — ICE observer surveillance suit (Maine) · Blocked / in litigation
- 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) · 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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