Serbia has recently enacted a legislative package reshaping the rules governing trade, unfair trading practices, e-commerce and consumer protection. The new legislation reflects a response to evolving domestic trade practices and Serbia’s efforts to modernize market regulation in line with EU standards.

Amendments to the Trade Law[1]

The Serbian Trade Law, which is the central piece of legislation governing the trade of goods and services, was amended in April 2026 for the first time since its enactment in 2019, introducing several novelties aimed at enhancing purchaser protection and strengthening regulatory oversight.

For the first time, the law introduces a transparent centralized e-purchasing point for agricultural products intended for resale or for the performance of other commercial activities by purchasers, requiring their mandatory registration.

Other major amendments include the introduction of the much-needed definition of a “trader”[2]; the extension of the permitted duration of promotional sales to up to 60 days; detailed rules governing the advertisement of the “previous price” for discounted products (generally referring to the lowest price applied during the 30 days preceding the discount); and requirements for the display of product declarations in distance selling in a form and manner that is directly and continuously accessible to purchasers.

Law on Trading Practices for Certain Types of Products[3]

In addition to the amendments to the Trade Law, Serbia adopted its first-ever legal framework addressing unfair trading practices, broadly modeled on Directive (EU) 2019/633 on unfair trading practices in business-to-business relationships in the agricultural and food supply chain.

However, the scope of the new law goes beyond the EU framework, as it also applies to relationships between suppliers and purchasers of other products deemed to be of “special importance” for consumer supply (including household and personal hygiene products, and cosmetics), as well as products intended for agricultural production (including plant nutrition and protection products, and soil improvers). Importantly, the law applies to all transactions carried out within the territory of Serbia, regardless of the governing law applicable to, or chosen by, the parties.

The law sets out a list of prohibited unfair trading practices that are deemed unlawful irrespective of any justification (so-called “black-listed practices”). These include, for example, payment terms exceeding 30 days for perishable agricultural and food products and 60 days for other similar products; late cancellation of orders for perishable products; unilateral amendments to contracts by the purchaser; and unlawful acquisition, use, or disclosure of the supplier’s trade secrets.

The law also identifies certain unfair trading practices that may be permitted if clearly and unambiguously agreed in writing in advance (so-called “grey-listed practices”). These include, among others, the return of unsold agricultural and food products to the supplier without payment; compensation in non-monetary form; and the transfer to the supplier of fines imposed on the purchaser by a competent authority.

Additionally, the new law prohibits commercial retaliation, or threats thereof, by purchasers against suppliers exercising their contractual rights, including the delisting of the supplier’s products from the assortment.

Consumer Protection Law[4]

The new Consumer Protection Law introduces enhanced transparency requirements for e-commerce, more detailed advertising rules, more efficient consumer complaint resolution procedures, additional safeguards for minors, and stricter price display obligations.

However, there are concerns that the new law may weaken consumer protection. Namely, unlike the previous law – which could be derogated from only by specific regulations pursuing the same objective and ensuring a higher level of consumer protection – the new law allows derogation by any special law harmonized with EU law, without requiring that such law provide a higher level of consumer protection.[5]

Why Does the New Regulation Matter?

The new legislative framework will require traders operating in Serbia to reassess their contractual arrangements, internal policies, general terms and conditions, pricing policies and consumer-facing communications. Those operating online will also need to adjust their online platforms and e-commerce practices to ensure compliance with the new transparency and consumer protection requirements. Failure to do so may expose them to increased regulatory scrutiny, monetary fines, disputes and reputational risks.

By Dragana Nikolić

---

[1] Official Gazette, No. 35/2026

[2] Article 3(1)(a) of the Trade Law: “Trader” is “a legal entity, entrepreneur, or natural person who, within the scope of its business activity or commercial interest, engages in wholesale or retail trade and provides services to consumers, in the manner and under the conditions prescribed by this law.”

[3] Official Gazette, No. 35/2026

[4] Official Gazette, No. 35/2026

[5] Compare Article 4 of the old Law on Consumer Protection (Official Gazette, No. 88/2021) with the new Law on Consumer Protection.

---

Frequently Asked Questions

1. What are the most important changes introduced by Serbia’s new trade and consumer protection laws?

The new legislation introduces several significant changes, including stricter transparency obligations for e-commerce and other businesses, new rules for promotional pricing and discount advertising, unfair trading practices in supply chains, and additional protections for consumers and suppliers.

2. What should companies operating e-commerce platforms in Serbia pay particular attention to?

Businesses operating online should review their pricing practices, product declarations, advertising methods and website transparency requirements. The new rules require consumer information to be directly and continuously accessible and mandate the display of prices “in real time”.

3. Why is the new Serbian regulatory framework important for international companies?

The reforms align Serbian trade and consumer protection regulations more closely with EU standards and may significantly impact contractual arrangements, distribution models, pricing strategies and consumer communications. International businesses operating in Serbia should therefore assess whether their internal policies and commercial practices remain compliant under the new framework.

4. When do the new laws take effect?

The amendments to the Trade Law and the Law on Trading Practices for Certain Types of Products became effective on 1 May 2026. The new Consumer Protection Law will take effect on 1 August 2026, except for Article 4, described above, and Article 6 governing price display, both of which already became effective on 1 May 2026.