Laws & Statutes › ME › ME-LD-1727
LD-1727
ME · State · USA
ME
USA
● Enacted
Effective Date
2025-09-10
Maine LD 1727 — An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence (Public Law Chapter 294)
Requires any person using an AI chatbot or other computer technology in trade and commerce with a consumer to disclose that the consumer is not interacting with a human being, when the interaction could mislead or deceive a reasonable consumer. The disclosure must be clear and conspicuous. Violations are treated as violations of the Maine Unfair Trade Practices Act, enforceable by the Attorney General with civil penalties of up to $10,000 per violation. The law is notable for its brevity and broad applicability — it covers any person engaging in trade and commerce, not just specific entity types or industries.
Legislative History
2025-04-17 committee referral On motion of Representative GERE of Kennebunkport, the Bill was REFERRED to the Committee on HEALTH COVERAGE, INSURANCE AND FINANCIAL SERVICES.
2025-04-17 committee referral The Bill was REFERRED to the Committee on HEALTH COVERAGE, INSURANCE AND FINANCIAL SERVICES.
2025-06-06 committee passage Reported Out: OTP-AM
2025-06-09 amendment The Bill was PASSED TO BE ENGROSSED as Amended by Committee Amendment "A" (H-544).
2025-06-09 amendment Under suspension of the Rules, READ A SECOND TIME and PASSED TO BE ENGROSSED AS AMENDED BY Committee Amendment "A" (H-544), in concurrence.
Mapped Requirements
T-01 AI Identity Disclosure
Official Sources
Full Text ↗
Entry Last Reviewed
2026-03-28
AI generated
Summary

Requires any person using an AI chatbot or other computer technology in trade and commerce with a consumer to disclose that the consumer is not interacting with a human being, when the interaction could mislead or deceive a reasonable consumer. The disclosure must be clear and conspicuous. Violations are treated as violations of the Maine Unfair Trade Practices Act, enforceable by the Attorney General with civil penalties of up to $10,000 per violation. The law is notable for its brevity and broad applicability — it covers any person engaging in trade and commerce, not just specific entity types or industries.

Enforcement & Penalties
Enforcement Authority
Enforced by the Maine Attorney General as a violation of the Maine Unfair Trade Practices Act (5 MRSA §§ 206–214). Enforcement is agency-initiated by the Attorney General. The Maine UTPA does not create a general private right of action for individual consumers; enforcement is limited to the AG's office. No cure period is specified in the statute.
Penalties
Violations are subject to the remedies available under the Maine Unfair Trade Practices Act (5 MRSA §§ 206–214), which include injunctive relief, civil penalties of up to $10,000 per violation, restitution, and costs of investigation and suit. The AG may seek civil penalties without proof of actual consumer harm.
Who Is Covered
What Is Covered
"Artificial intelligence chatbot" means a software application, web interface or computer program that simulates human conversation and interaction through textual or aural communications.
Compliance Obligations 1 obligation · click obligation ID to open requirement page
T-01 AI Identity Disclosure · T-01.1 · Deployer · ChatbotGeneral Consumer App
10 MRSA § 1500-Y(2)-(3)
Plain Language
Any person using an AI chatbot or other computer technology in trade and commerce must provide clear and conspicuous notice to the consumer that they are not interacting with a human being, whenever the interaction could mislead or deceive a reasonable consumer into thinking otherwise. This is a conditional trigger — if the AI clearly cannot be mistaken for a human, no disclosure is required. The obligation applies broadly to any person engaged in trade and commerce, not just specific entity types. The scope extends beyond chatbots to 'any other computer technology' used in consumer interactions. Violations are enforceable under the Maine Unfair Trade Practices Act, carrying civil penalties of up to $10,000 per violation.
Statutory Text
2. Required disclosure of use of artificial intelligence chatbot to engage in trade and commerce. 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 unless the consumer is notified in a clear and conspicuous manner that the consumer is not engaging with a human being. 3. Violation. A violation of subsection 2 is a violation of the Maine Unfair Trade Practices Act.