Serbia consumer protection and transparency regulations

Serbia has introduced new consumer protection regulations aimed at increasing transparency in digital and retail markets.

In early August, new rules took effect requiring online platforms—such as accommodation booking sites and price comparison engines—to disclose the parameters and relative importance used for their rankings. These disclosures must be clearly accessible on webpages to prevent misleading consumers.

Following this, the government announced that starting September 1, 35 major retail chains with annual revenues exceeding three billion dinars must publish and daily update digital price lists. Minister of Internal and Foreign Trade Jagoda Lazarević stated the Law on Trade Practices aims to protect consumers and strengthen the bargaining power of suppliers, specifically agricultural producers. The mandate expands regulated goods to include alcoholic beverages and pet food, with authorities planning intensified inspections to ensure store prices match published digital lists.

As of September 1, 2026, these requirements for the 35 major retail chains are in effect. The digital price lists must be updated daily to facilitate consumer price comparisons across 25 product categories, including food and pet supplies.