In one paragraph
Maine's chatbot disclosure law adds a chapter on communications with consumers via artificial intelligence to Title 10. A person may not use an artificial intelligence chatbot or other computer technology to engage in trade and commerce with a consumer in a way that may mislead or deceive a reasonable consumer into believing they are talking with a human, unless the consumer is clearly and conspicuously notified that they are not dealing with a human. A violation is a violation of the Maine Unfair Trade Practices Act.
Plain-English summary, written with AI assistance. The official text controls.
What it means for business
Businesses using customer-facing chatbots or AI agents with Maine consumers must clearly disclose that the consumer is not talking to a human or risk Unfair Trade Practices Act enforcement.
Key provisions
- Applies to AI chatbots and other computer technology used to engage in trade and commerce with consumers
- Prohibits use that may mislead or deceive a reasonable consumer into believing they are engaging with a human being
- Safe harbor: clear and conspicuous notice that the consumer is not engaging with a human being
- Violations are violations of the Maine Unfair Trade Practices Act, enforceable by the Attorney General
Latest legislative action
Jun 12, 2025. Signed by the Governor; Public Law 2025, chapter 294
Sponsors (showing 5 of 6)
| Name | Role | District |
|---|---|---|
| Adam Lee D | Sponsor | HD-089 |
| Amy Kuhn D | Sponsor | HD-111 |
| Anne Carney D | Sponsor | SD-029 |
| Daniel Sayre D | Sponsor | HD-135 |
| Eleanor Sato D | Sponsor | HD-109 |
Amendments (1)
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House: C-A (H-544) Adopted
Topics and industries
Related topics
Affected industries
This page is general information, not legal advice. Summaries are AI-assisted and may contain errors; read the statute for the controlling text and talk to a lawyer about your situation. Full disclaimer · Report an error