Laws & Statutes › ME › ME-LD-1727
LD-1727
ME · State · USA
ME
USA
● Enacted
Effective Date
2025-09-10
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 consumers to disclose clearly and conspicuously that the consumer is not interacting with a human, whenever the interaction could mislead a reasonable consumer. The disclosure obligation is triggered conditionally — only when the interaction may mislead or deceive a reasonable consumer into believing they are engaging with a human. Violations are enforceable as violations of the Maine Unfair Trade Practices Act, giving the Attorney General authority to seek injunctive relief, civil penalties, and restitution. The statute does not create a private right of action.
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
2026-04-01
AI generated
Summary

Requires any person using an AI chatbot or other computer technology in trade and commerce with consumers to disclose clearly and conspicuously that the consumer is not interacting with a human, whenever the interaction could mislead a reasonable consumer. The disclosure obligation is triggered conditionally — only when the interaction may mislead or deceive a reasonable consumer into believing they are engaging with a human. Violations are enforceable as violations of the Maine Unfair Trade Practices Act, giving the Attorney General authority to seek injunctive relief, civil penalties, and restitution. The statute does not create a private right of action.

Enforcement & Penalties
Enforcement Authority
Enforced by the Maine Attorney General under the Maine Unfair Trade Practices Act (5 MRSA §§ 205-A to 214). Enforcement is agency-initiated by the Attorney General. The Maine UTPA does not provide a general private right of action; enforcement authority rests with the Attorney General, who may investigate and bring civil actions. Individual consumers may not bring suit directly under the UTPA except in limited circumstances involving residential real property transactions, which are not applicable here.
Penalties
Violations are treated as violations of the Maine Unfair Trade Practices Act (5 MRSA §§ 205-A to 214). The Attorney General may seek injunctive relief, civil penalties of up to $10,000 per violation, restitution, and disgorgement. The UTPA also authorizes recovery of costs of investigation and reasonable attorney's fees for the State.
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 2 obligations · click obligation ID to open requirement page
T-01 AI Identity Disclosure · T-01.1 · Deployer · ChatbotGeneral Consumer App
10 MRSA § 1500-Y(2)
Plain Language
Any person using an AI chatbot or other computer technology to interact with consumers in a trade or commerce context must provide clear and conspicuous notice that the consumer is not engaging with a human being, whenever the interaction could mislead a reasonable consumer. The trigger is conditional — the disclosure is required only when the AI communication is realistic enough that a reasonable consumer could be misled into thinking they are dealing with a human. If the chatbot clearly presents as non-human, no disclosure is required. The statute applies broadly to any 'person,' which under Maine law encompasses individuals, corporations, and other entities.
Statutory Text
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.
Other · ChatbotGeneral Consumer App
10 MRSA § 1500-Y(3)
Plain Language
This provision designates any violation of the AI disclosure requirement as a violation of the Maine Unfair Trade Practices Act (5 MRSA §§ 205-A to 214), thereby activating the Attorney General's enforcement authority including the ability to seek injunctive relief, civil penalties, and restitution. It creates no new affirmative compliance obligation — it is purely an enforcement mechanism.
Statutory Text
A violation of subsection 2 is a violation of the Maine Unfair Trade Practices Act.