Serbia implements new transparency rules for online rankings

New consumer protection regulations in Serbia have introduced stricter transparency requirements for online rankings. As of August 2, merchants that present ranked results—including accommodation booking sites, price comparison engines, and service aggregators—must disclose the general parameters used for ranking and the relative importance of those parameters.

These disclosures must be clearly accessible in a dedicated section of the webpage rather than being hidden within general terms and conditions. The law aims to prevent misleading lists by requiring platforms to explain why certain results appear first, ensuring consumers understand the weight given to different criteria, such as licensing or service speed.