AI Frontier Institute

An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence

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Maine Public Law chapter 294 (L.D. 1727), approved by the Governor June 12, 2025, enacts 10 MRSA c. 239, "Communications with Consumers via Artificial Intelligence," with a new §1500-Y. Under §1500-Y, subsection 2, a person may not use an AI chatbot or any other computer technology to engage in trade and commerce with a consumer in a way that may mislead or deceive a reasonable consumer into believing they are dealing with a human, unless the consumer is notified in a clear and conspicuous manner that they are not engaging with a human being. Subsection 1 defines "artificial intelligence chatbot" as a software application, web interface or computer program that simulates human conversation and interaction through textual or aural communications. It defines "trade" and "commerce" by reference to Title 5, section 206, subsection 3. Under subsection 3, a violation of subsection 2 is a violation of the Maine Unfair Trade Practices Act.

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