Maine · House Paper · 132nd Maine Legislature — First Regular Session
LD—1727
An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence (Public Law Chapter 294)
Status ● Enacted Effective Sep 10, 2025 Passage Likelihood N/A

WHAT THIS BILL REGULATES · 1 REQUIREMENT TYPE

T-01 AI IDENTITY DISCLOSURE
1 OBLIGATION T-01.1

How Is This Bill Enforced

Enforcement Authority
Enforced as a violation of the Maine Unfair Trade Practices Act (5 MRSA § 205-A et seq.). The Attorney General has enforcement authority under that Act. The Maine UTPA also provides a private right of action for persons who suffer loss of money or property as a result of an unfair or deceptive trade practice, though this private right derives from the UTPA itself rather than from this bill independently.
Private Right of Action
No private right of action. Enforcement is exclusive to the designated authority.
Penalties
Remedies are those available under the Maine Unfair Trade Practices Act. The Attorney General may seek injunctive relief and civil penalties of up to $10,000 per violation. Private plaintiffs under the UTPA may recover actual damages or $200, whichever is greater, plus reasonable attorney's fees and costs. The UTPA also allows restitution and disgorgement.

What This Bill Requires

Verbatim statutory text on the left; plain-language analysis and a per-section checklist on the right. Numbered markers cross-link to the matching checklist row.

Statutory Text
Analysis & Obligations
10 MRSA § 1500-Y
Required disclosure of use of artificial intelligence chatbot to engage in trade and commerce
Deployer

(1)(A)–(B) As used in this section, unless the context otherwise indicates, the following terms have the following meanings. A. "Artificial intelligence chatbotArtificial intelligence chatbot"Artificial intelligence chatbot" means a software application, web interface or computer program that simulates human conversation and interaction through textual or aural communications.10 MRSA § 1500-Y(1)(A)" means a software application, web interface or computer program that simulates human conversation and interaction through textual or aural communications. B. "Trade" and "commerce" have the same meaning as in Title 5, section 206, subsection 3.

(2) 1 A person may not use an artificial intelligence chatbotArtificial intelligence chatbot"Artificial intelligence chatbot" means a software application, web interface or computer program that simulates human conversation and interaction through textual or aural communications.10 MRSA § 1500-Y(1)(A) or any other computer technology to engage in trade and commerceTrade and commerce"Trade" and "commerce" have the same meaning as in Title 5, section 206, subsection 3.10 MRSA § 1500-Y(1)(B) 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) A violation of subsection 2 is a violation of the Maine Unfair Trade Practices Act.

Section 1500-Y is the sole operative section of the new Chapter 239. It defines an "artificial intelligence chatbot" broadly as any software, web interface, or computer program that simulates human conversation through text or audio, then imposes a single core obligation: any person using such a chatbot — or any other computer technology — in trade and commerce must notify the consumer clearly and conspicuously that they are not engaging with a human being, whenever the interaction could mislead a reasonable consumer.

The disclosure trigger is conditional: it applies only when the interaction "may mislead or deceive a reasonable consumer into believing that the consumer is engaging with a human being." This is a lower threshold than actual deception — potential to mislead suffices. Enforcement is channeled entirely through the Maine Unfair Trade Practices Act, meaning the Attorney General's existing enforcement powers and penalty structure apply.

Compliance actions 1 item
1
Any person using an AI chatbot or other computer technology to engage in trade and commerceTrade and commerce"Trade" and "commerce" have the same meaning as in Title 5, section 206, subsection 3.10 MRSA § 1500-Y(1)(B) with a consumer must notify the consumer in a clear and conspicuous manner that the consumer is not engaging with a human being, whenever the interaction may mislead or deceive a reasonable consumer into believing they are interacting with a human.
T-01.1

Passage Likelihood

Enacted
Status Enacted

Legislative History

2025-04-17 Committee on HOUSING AND ECONOMIC DEVELOPMENT suggested and ordered printed.
2025-04-17 On motion of Representative GERE of Kennebunkport, the Bill was REFERRED to the Committee on HEALTH COVERAGE, INSURANCE AND FINANCIAL SERVICES.
2025-04-17 Sent for concurrence. ORDERED SENT FORTHWITH.
2025-04-17 The Bill was REFERRED to the Committee on HEALTH COVERAGE, INSURANCE AND FINANCIAL SERVICES.
2025-04-17 In concurrence. ORDERED SENT FORTHWITH.
2025-05-08 Work Session Held
2025-05-08 Voted: OTP-AM
2025-06-06 Reported Out: OTP-AM
2025-06-09 CONSENT CALENDAR - FIRST DAY
2025-06-09 Under suspension of the rules CONSENT CALENDAR - SECOND DAY.
2025-06-09 The Bill was PASSED TO BE ENGROSSED as Amended by Committee Amendment "A" (H-544).
2025-06-09 Sent for concurrence. ORDERED SENT FORTHWITH.
2025-06-09 Report READ and ACCEPTED, in concurrence.
2025-06-09 READ ONCE.
2025-06-09 Committee Amendment "A" (H-544) READ and ADOPTED, in concurrence.
2025-06-09 Under suspension of the Rules, READ A SECOND TIME and PASSED TO BE ENGROSSED AS AMENDED BY Committee Amendment "A" (H-544), in concurrence.
2025-06-09 Ordered sent down forthwith.
2025-06-10 PASSED TO BE ENACTED.
2025-06-10 Sent for concurrence. ORDERED SENT FORTHWITH.
2025-06-10 PASSED TO BE ENACTED, in concurrence.

Sources

Full Text ↗

Entry Last Reviewed

2026-05-04
AI generated