The National Assembly of the Republic of Serbia has adopted a set of regulations aimed at improving the legal framework in the field of trade and protecting market participants, published in the Official Gazette of the Republic of Serbia No. 35 of April 23, 2026, namely:
- Law on Amendments to the Law on Trade;
- Consumer Protection Law;
- Law on Trading Practices for Certain Types of Products.
One of the key novelties is the introduction of the concept of a “trader” as a general legal institution. While this concept was previously primarily associated with consumer law, the amendments to the Law on Trade give it a broader, systemic meaning, defining a trader as an entity that professionally participates in the circulation of goods and services on the market.
The amendments to the Law on Trade also introduce a limitation on promotional sales, which may last for a maximum of 60 days. This clearly distinguishes promotional pricing from traditional discounts/sales and prevents the misuse of continuously advertised reduced or promotional prices. Namely, a promotional sale refers to the sale of goods that are being introduced into the trader’s offer for the first time and may be offered at a price lower than the one that will be established in the regular offer.
The new Consumer Protection Law further elaborates the obligations of traders, including:
- the obligation to publish and regularly update price lists – traders must make their price lists easily accessible to consumers (in-store or online) and keep them up to date, in order to prevent consumers from being misled by outdated or unclear pricing;
- the prohibition of hidden charges in the hospitality sector – any additional costs (e.g. table setting, cutlery, napkins) must be clearly indicated in advance, so that consumers are aware of the final price and can make an informed decision;
- clearer liability for non-conformity of digital content – traders are liable if a digital product or service (applications, software, digital subscriptions) does not function as agreed or advertised, including the obligation to provide updates;
- broader regulation of “misleading commercial practices” – the law more precisely defines actions that may mislead consumers (e.g. fake discounts, inaccurate information about prices or product characteristics, omission of essential information), thereby strengthening consumer protection and facilitating the proof of violations.
The new Law on Trading Practices for Certain Types of Products introduces stricter control over relationships between stronger and weaker participants in the supply chain, particularly between large buyers (retail chains, purchasers, distributors) and suppliers, especially in the trade of agri-food and other fast-moving consumer goods. Key novelties include:
- prohibition of unfair trading practices, i.e. situations where a stronger contractual party imposes unfavorable conditions on a weaker party;
- introduction of a “black list” of practices that are always prohibited (e.g. unilateral contract amendments, unjustified delays in payment, etc.);
- a “grey list” of practices that may be allowed only if clearly and explicitly agreed in advance;
- prohibition of commercial retaliation against suppliers who report irregularities;
- the Commission for Protection of Competition is granted supervisory authority, including the power to conduct proceedings, carry out inspections, request documentation, and impose measures;
- introduction of significant administrative measures and financial penalties for violations of the law.
These laws will apply from May 1, 2026.
The aforementioned regulations represent an important step towards further harmonization of domestic legislation with European Union standards, strengthening legal certainty in the trade of goods and services, as well as enhancing consumer protection and balance in relations between market participants.
Their particular significance lies in the more precise regulation of trading relationships, the suppression of unfair trading practices, increased business transparency, and the further development of consumer rights and traders’ obligations.
For additional information or consultations, the Tasić & Partners team is at your disposal.