The new Law on Consumer Protection has been adopted in Serbia, replacing the previous law from 2021. It entered into force on 1 May 2026 and will become applicable after a three-month transition period, except for certain provisions relating to price indication which apply immediately.
While the Law does not fundamentally alter the existing framework, it significantly expands consumer protection rules and introduces additional obligations for traders, particularly in the digital environment.
A key novelty is the regulation of consumer rights relating to digital content, digital services, and online marketplaces. The Law defines goods with digital elements and extends trader liability to digital components of products, including certain update obligations. Online platforms are also subject to enhanced transparency requirements and must inform consumers about ranking criteria, seller status, and the allocation of contractual obligations.
The Law further strengthens price transparency obligations by requiring traders to publish and regularly update digital price lists in a machine-readable format, including through the National Open Data Portal. In addition, the scope of unfair commercial practices has been expanded to cover misleading practices such as fake consumer reviews and false endorsements, while consumers are now expressly entitled to claim damages resulting from such conduct.
The rules on conformity of goods have also been clarified and strengthened. Consumers may request a price reduction or terminate the contract where the trader fails to remedy a lack of conformity, while new rules on legal defects and traders' right of recourse within the supply chain have also been introduced. Significant amendments have also been made to the applicable time limits: trader liability lasts for two years from delivery, the presumption that a defect existed at the time of delivery has been extended to one year, while the period during which consumers may freely choose remedies has been reduced to 30 days from delivery.
Overall, the new Law is expected to have a significant practical impact on businesses operating in Serbia, particularly in relation to digital services, pricing transparency, and compliance obligations. Should you require a more detailed analysis or an assessment of the impact on your business, please do not hesitate to contact us at office@bnb.law.