Overview
In April 2026, the National Assembly of the Republic of Serbia adopted a significant legislative package that reshaped, among others, the country’s consumer protection and trade framework. The reform includes a new Law on Consumer Protection and amendments to the Law on Trade.
The legislative package forms part of Serbia’s broader effort to modernise its market regulation and further align domestic legislation with EU standards. The reforms aim to strengthen consumer rights, especially through a more efficient mechanism for out-of-court settlement of consumer disputes, as well as by adapting to the challenges of digitalisation and new forms of trade.
Key Consumer Protection Changes in the Digital and Retail Environment
The Law on Consumer Protection introduces a number of measures reflecting the realities of digital commerce and increasingly data-driven business models. In particular, the new framework addresses several areas that were previously only partially regulated.
Among the key changes, the Law on Consumer Protection:
- Introduces a comprehensive regime for digital content and digital services, including contracts for goods with digital elements, clarifying consumers’ rights and remedies in cases where such products are defective or not in conformity with the contract;
- Applies consumer protection rules even where digital content or digital services are supplied in exchange for personal data, not only monetary payment, except where such data are processed solely for the purpose of delivering the service; and
- Strengthens price transparency obligations, requiring traders to publish digital price lists for each retail outlet on their websites, in a machine-readable format, and to update them in real time whenever prices change. These price lists must also be accessible to automated tools that collect and compare pricing data.
Beyond the digital-market reforms outlined above, the Law on Consumer Protection also introduces several other noteworthy changes:
- Regarding non-conforming goods, consumers may now directly request contract termination and a full refund, without having to first accept repair or replacement, if the defect appears within 30 days of delivery, replacing the broader six-month window for unconditional remedies under the previous law.
- Traders are now required to inform consumers, before concluding a distance or off-premises contract, if the price has been personalised on the basis of automated decision-making, introducing greater transparency around personalised pricing and its potential data-privacy implications.
Taken together, these measures introduce clearer rules for digital commerce, strengthen transparency in pricing practices, and enhance consumer protection in Serbia’s evolving digital marketplace.
Amendments to the Law on Trade
The amendments to the Law on Trade introduce several measures to improve market transparency and strengthen regulatory oversight. Among other things, the reforms establish a centralised electronic register of purchasing points (“e-otkupno mesto”), intended to increase transparency and oversight of the purchase of agricultural products.
The amendments also introduce stricter rules on discount advertising and promotional pricing. When announcing a price reduction, traders must indicate the lowest price at which the product was offered during the 30 days preceding the discount. For products offered for less than 30 days, the reference price is the lowest price applied during a period of at least 15 days prior to the discount.
Where prices are gradually reduced within the same promotional campaign, the reference price remains the lowest price applied during the 30-day period preceding the initial reduction. Exceptions apply to perishable goods and products with a short shelf life.
These rules aim to prevent artificial price increases prior to promotional campaigns and to strengthen consumer confidence in advertised discounts.
What Businesses Should Expect
Businesses operating in Serbia should prepare for a more structured, closely monitored regulatory environment following amendments to the Consumer Protection Law and the Trade Law. The changes place greater emphasis on transparency, especially in how prices, discounts, and promotional offers are presented, as well as how digital commerce is conducted.
The Law on Trade is scheduled to apply from 1 May 2026, while the Law on Consumer Protection will begin to apply from 1 August 2026. Certain provisions are subject to deferred application, allowing additional time for the adoption of implementing regulations and for businesses to adjust their practices.
Businesses operating in Serbia should therefore begin reviewing and updating their general terms and conditions, pricing policies and other consumer-facing documentation. They may also need to implement technical adjustments to websites and online sales channels, particularly in relation to price transparency, digital price lists and new information obligations concerning digital content and personalised pricing.
Q&A
What two laws were reformed as part of Serbia’s legislative package?
The Law on Consumer Protection and the Law on Trade.
Within what timeframe can a consumer request a full refund directly, without first accepting repair or replacement?
Within 30 days of delivery, if a defect appears.
What practical steps should businesses in Serbia take in response to these changes?
Review and update their terms and conditions, pricing policies, and make technical adjustments to websites regarding price transparency and digital price lists.
When do the two laws take effect?
The Law on Trade from 1 May 2026, and the Law on Consumer Protection from 1 August 2026.
The information in this document does not constitute legal advice on any particular matter and is provided for general informational purposes only.
