In April 2026, the National Assembly of the Republic of Serbia adopted a significant legislative package introducing a new Law on Consumer Protection and amendments to the Law on Trade. The reforms represent another important step in Serbia’s ongoing alignment with EU consumer protection and internal market standards, while also addressing the realities of digital commerce, online marketplaces and increasingly data-driven business models.

The new legislation introduces substantial changes affecting retailers, e-commerce operators, digital service providers and companies active in consumer-facing industries. Businesses operating in Serbia should therefore begin assessing the practical impact of the new rules well before their application dates.

When Will the New Rules Apply?

The new Consumer Protection Law entered into force on 1 May 2026 and will generally start applying from 2 August 2026, with certain provisions subject to deferred application.

The amendments to the Law on Trade apply from 1 May 2026.

The transition period is intended to allow businesses additional time to align their internal procedures, websites, pricing systems and consumer-facing documentation with the new requirements.

New Consumer Protection Rules for Digital Commerce

One of the key objectives of the new Consumer Protection Law is the regulation of digital content, digital services and online trade practices, areas which had previously been only partially regulated under Serbian law.

For the first time, Serbian consumer protection rules expressly regulate contracts concerning digital content and digital services, including software, streaming platforms, cloud services, social media platforms, mobile applications and products with digital elements. The law introduces detailed rules regarding conformity requirements, trader liability and consumer remedies in case of defective or non-conforming digital products.

Importantly, the law also applies where consumers receive digital content or digital services in exchange for personal data rather than monetary payment, reflecting modern digital business models and EU regulatory trends.

Another major novelty concerns personalised pricing. Traders conducting online sales must inform consumers whenever prices are personalised on the basis of automated decision-making or consumer profiling. The intention is to increase transparency and allow consumers to better understand how pricing decisions are made in digital environments.

The law further introduces additional obligations for online marketplaces regarding transparency of rankings, identification of traders and disclosure of paid advertising and sponsored search results. Fake consumer reviews and misleading online practices are also specifically targeted as prohibited unfair commercial practices.

Real-Time Digital Price Lists and Increased Price Transparency

One of the most discussed changes introduced by the new legislation is the obligation for traders to publish and update digital price lists in real time. Retailers will be required to synchronise price updates across physical stores, online stores and the National Open Data Portal whenever prices change.

The objective of this measure is to strengthen market transparency, facilitate price comparison and enable better monitoring of pricing practices by both consumers and regulators.

At the same time, amendments to the Law on Trade introduce stricter rules on discount advertising and promotional pricing. When announcing discounts, traders must indicate the lowest price applied during the 30 days preceding the promotion. Similar rules apply to gradual price reductions within the same campaign.

These measures are intended to prevent artificial price inflation before promotional campaigns and to increase consumer confidence in advertised discounts.

Stronger Consumer Rights and Compliance Obligations

The new Consumer Protection Law also strengthens consumer remedies in cases of non-conforming goods. Consumers may request contract termination and a refund directly if defects appear within 30 days of delivery, without first having to accept repair or replacement.

The legislation additionally introduces:

• stricter rules on unfair contract terms;
• new forms of prohibited unfair commercial practices;
• enhanced protection of minors;
• additional obligations regarding products with digital elements;
• increased trader responsibility regarding product conformity; and
• significantly higher fines for non-compliance.

The reforms also expand inspection powers, including the introduction of “mystery shopping” mechanisms for detecting unfair market practices.

What Businesses in Serbia Should Do Now

Businesses operating in Serbia should use the transition period to review and adapt their internal compliance procedures and consumer-facing documentation.

In practice, companies may need to:

• revise general terms and conditions;
• update consumer policies and complaint procedures;
• review online sales processes;
• implement technical solutions for digital price list updates;
• assess personalised pricing mechanisms;
• review advertising and discount campaigns; and
• ensure compliance of digital products and services with the new conformity requirements.

The reforms clearly indicate Serbia’s continued harmonisation with EU consumer and digital market standards. Businesses that proactively adapt to the new framework will not only reduce compliance risks, but may also strengthen consumer trust and competitiveness in an increasingly digital marketplace.

For additional information regarding the new Consumer Protection Law, amendments to the Trade Law and related compliance requirements in Serbia, businesses may contact PSG Legal for legal advice and assistance regarding consumer protection, e-commerce, digital commerce and regulatory compliance matters.