<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<h3>When Will the New Rules Apply?</h3>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">The amendments to the Law on Trade apply from 1 May 2026.</p>
<p class="isSelectedEnd">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.</p>
<h3>New Consumer Protection Rules for Digital Commerce</h3>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<h3>Real-Time Digital Price Lists and Increased Price Transparency</h3>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">These measures are intended to prevent artificial price inflation before promotional campaigns and to increase consumer confidence in advertised discounts.</p>
<h3>Stronger Consumer Rights and Compliance Obligations</h3>
<p class="isSelectedEnd">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.</p>
<p class="isSelectedEnd">The legislation additionally introduces:</p>
<ul data-spread="false">
<li>stricter rules on unfair contract terms;</li>
<li>new forms of prohibited unfair commercial practices;</li>
<li>enhanced protection of minors;</li>
<li>additional obligations regarding products with digital elements;</li>
<li>increased trader responsibility regarding product conformity; and</li>
<li>significantly higher fines for non-compliance.</li>
</ul>
<p class="isSelectedEnd">The reforms also expand inspection powers, including the introduction of “mystery shopping” mechanisms for detecting unfair market practices.</p>
<h3>What Businesses in Serbia Should Do Now</h3>
<p class="isSelectedEnd">Businesses operating in Serbia should use the transition period to review and adapt their internal compliance procedures and consumer-facing documentation.</p>
<p class="isSelectedEnd">In practice, companies may need to:</p>
<ul data-spread="false">
<li>revise general terms and conditions;</li>
<li>update consumer policies and complaint procedures;</li>
<li>review online sales processes;</li>
<li>implement technical solutions for digital price list updates;</li>
<li>assess personalised pricing mechanisms;</li>
<li>review advertising and discount campaigns; and</li>
<li>ensure compliance of digital products and services with the new conformity requirements.</li>
</ul>
<p>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.</p>
<p>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.</p>


Serbia Adopts New Consumer Protection Law and Amendments to the Trade Law: What Businesses Need to Know

<p>The National Assembly of the Republic of Serbia adopted the new Law on Trading Practices for Certain Types of Products on 23 April 2026, introducing a comprehensive regulatory framework governing commercial relationships between retailers, distributors and suppliers in Serbia.</p>
<p>The Law represents another important step in Serbia’s harmonisation with EU market and competition standards and is largely inspired by Directive (EU) 2019/633 on unfair trading practices in business-to-business relationships within the agricultural and food supply chain.</p>
<p>At the same time, the Serbian legislator opted for a broader regulatory approach than the minimum standards prescribed under EU law, significantly expanding the scope of regulated products and affected businesses.</p>
<h3>Broader Scope Than the EU Directive</h3>
<p>Unlike Directive (EU) 2019/633, which primarily focuses on agricultural and food products, the Serbian Law also applies to a wider range of consumer goods and products considered important for market supply and consumer protection.</p>
<p>In addition to food and agricultural products, the Law covers categories such as:</p>
<ul>
<li>cosmetics,</li>
<li>hygiene products,</li>
<li>household chemicals,</li>
<li>baby products,</li>
<li>cleaning products, and</li>
<li>other consumer goods distributed through large retail chains.</li>
</ul>
<p>As a result, the new framework will affect not only companies operating in the food sector, but also FMCG businesses, importers, distributors, wholesalers and international suppliers active in the Serbian retail market.</p>
<h3>New Rules for Supply Chain Relationships</h3>
<p>The Law introduces stricter regulation of contractual relationships between buyers and suppliers and seeks to address imbalances in bargaining power within supply chains.</p>
<p>Among other things, the Law prohibits a number of unfair trading practices, including:</p>
<ul>
<li>unfair payment deadlines,</li>
<li>unilateral amendments of contractual conditions,</li>
<li>unjustified return of unsold goods,</li>
<li>retroactive changes of commercial terms,</li>
<li>disproportionate marketing and promotional fees,</li>
<li>unfair rebate structures, and</li>
<li>certain forms of risk transfer from retailers to suppliers.</li>
</ul>
<p>The new framework distinguishes between practices that are absolutely prohibited and practices that may only be permitted if clearly agreed in advance between the parties in writing.</p>
<h3>Mandatory Written Agreements and Increased Transparency</h3>
<p>One of the key practical changes introduced by the Law is the increased emphasis on written contractual documentation and transparency of commercial conditions.</p>
<p>Businesses will need to ensure that supply agreements clearly regulate:</p>
<ul>
<li>pricing structures,</li>
<li>rebates and bonuses,</li>
<li>promotional activities,</li>
<li>logistics obligations,</li>
<li>payment deadlines,</li>
<li>return procedures, and</li>
<li>allocation of commercial risks.</li>
</ul>
<p>The Law is expected to significantly impact existing supply agreements, rebate models, procurement procedures and general terms and conditions currently used by retailers and distributors in Serbia.</p>
<h3>Regulatory Oversight and Enforcement</h3>
<p>The Commission for Protection of Competition will play a central role in supervising the implementation of the new Law and conducting enforcement proceedings.</p>
<p>The authorities are granted broad investigative powers, while non-compliance may result in significant financial penalties and reputational risks for businesses.</p>
<p>Given the expected regulatory scrutiny, companies operating in Serbia should proactively assess whether their current contractual models and procurement practices comply with the new framework.</p>
<h3>Entry Into Force and Transition Period</h3>
<p>The Law enters into force on the eighth day following its publication in the Official Gazette of the Republic of Serbia i.e. on 1 May 2026.</p>
<p>Businesses will generally have four months to harmonise existing agreements, internal policies and commercial practices with the new rules, while certain provisions relating to mandatory written agreements and additional reporting obligations will apply from 1 January 2027.</p>
<h3>What Businesses Should Do Now</h3>
<p>Companies operating in Serbia should already begin:</p>
<ul>
<li>reviewing supply chain agreements,</li>
<li>assessing rebate and marketing fee models,</li>
<li>revising procurement procedures,</li>
<li>analysing payment practices,</li>
<li>updating general terms and conditions, and</li>
<li>identifying potential competition law and compliance risks.</li>
</ul>
<p>The new Law will likely require substantial contractual and operational adjustments, particularly for retail chains, FMCG companies, distributors and international suppliers active in the Serbian market.</p>
<p>For additional information regarding the new Serbian Law on Trading Practices and related compliance requirements, PSG Legal is available to assist domestic and international businesses regarding commercial contracts, retail regulation, competition law and supply chain compliance matters.</p>


Serbia Adopts New Law on Trading Practices: New Compliance Rules for Retailers and Suppliers

<p class="isSelectedEnd">From 16–18 April 2026, PSG Legal attended the conference of the German Speaking Committee of AIJA – International Association of Young Lawyers in Palma de Mallorca, held under the theme “Leading with Balance – Working, Leading and Living Successfully and Healthily”.</p>
<p class="isSelectedEnd">The conference focused on modern leadership approaches, self-management and the challenges of today’s legal profession in times of digitalisation, AI and increasing complexity.</p>
<p class="isSelectedEnd">Particularly inspiring were the discussions on leadership as a mindset rather than a title, emphasising that people follow people, not positions, as well as the importance of trust, psychological safety and an open feedback culture within teams.</p>
<p class="isSelectedEnd">Self-leadership was another key topic, covering resilience in everyday professional life, value-based decision-making, stress management and conscious self-management. One of the most memorable reflections was the idea that “between stimulus and response there is a space – and in that space lies our freedom.”</p>
<p class="isSelectedEnd">The presentations also addressed modern law firm management, entrepreneurship and the transition from legal expert to strategic advisor and business leader. Topics such as business development, communication, team leadership and sustainable law firm culture are becoming increasingly important in the legal market.</p>
<p>In addition to the excellent professional programme, the conference offered valuable opportunities for international exchange and networking with colleagues from various jurisdictions, providing fresh perspectives on leadership and collaboration in the legal profession.</p>


PSG Legal Partner Appointed Vice Chair of AHK Legal Committee

Tanja Glišić

PSG Legal Partner Aleksandra Stojanović Appointed Vice Chair of the AHK Legal Committee