Maine LD 1727 — AI Chatbot Disclosure in Commerce: AI Compliance Requirements
Maine LD 1727 (An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence) was signed by Governor Janet Mills on June 12, 2025 and became effective September 16, 2025. The law prohibits businesses from using AI chatbots in trade and commerce in a way that could mislead consumers into thinking they are interacting with a human. Any business that uses an AI chatbot to interact with consumers in Maine must provide a clear and conspicuous disclosure that the consumer is engaging with AI, not a human. Violations are treated as violations of the Maine Unfair Trade Practices Act (MUTPA), enforceable by the Maine AG. This law applies broadly to any business — not just tech companies — that uses AI chatbot software in commercial interactions.
Key Facts
September 16, 2025
Maine Unfair Trade Practices Act civil penalties per violation; Maine AG enforcement
What Your Business Must Do
2 compliance requirements identified. Critical requirements carry the highest risk of enforcement action.
AI Chatbot Disclosure to Consumers
High PriorityIf your business uses an AI chatbot to interact with Maine consumers in any commercial context — customer service, sales, support — you must clearly and conspicuously disclose that the user is interacting with AI, not a human. This disclosure must appear before or at the start of the interaction. Failure to disclose is an unfair trade practice under Maine law. Already in effect as of September 16, 2025.
Deadline: September 16, 2025
Audit All Customer-Facing AI Touchpoints
Medium PriorityReview every customer-facing interaction channel (website chat, email auto-responders, SMS bots, phone AI assistants) to confirm each one identifies itself as AI before engaging consumers. Update chatbot scripts and UI to include an explicit AI disclosure statement. Document which systems have been reviewed and updated.
Frequently Asked Questions
Does Maine LD 1727 — AI Chatbot Disclosure in Commerce apply to my business?
Maine LD 1727 (An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence) was signed by Governor Janet Mills on June 12, 2025 and became effective September 16, 2025. The law prohibits businesses from using AI chatbots . Use ComplianceIQ's free scanner to get a personalized assessment in under 5 minutes.
What is the penalty for non-compliance?
The maximum penalty under Maine LD 1727 — AI Chatbot Disclosure in Commerce is: Maine Unfair Trade Practices Act civil penalties per violation; Maine AG enforcement. Fines are typically scaled by company size, severity of violation, and whether violations were willful or accidental.
How do I comply with Maine LD 1727 — AI Chatbot Disclosure in Commerce?
The 2 requirements above cover the core obligations. The fastest path to compliance is: (1) conduct an AI risk assessment, (2) document your AI systems, (3) implement transparency disclosures where required. ComplianceIQ generates all required documents automatically.
Official Source
https://legislature.maine.gov/statutes/10/title10sec1500-DD.htmlLast updated: 2026-04-13 — verify at source before relying on this information.
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