Fines of up to 100,000 dinars for traders’ violations under new regulations

The National Assembly of Serbia has adopted amendments to the Law on Trade. The new regulations will come into force on 1 May 2026.

One of the amendments concerns purchasing points, which for the first time receive a separate regulatory framework. These are defined as a specialised form of wholesale trade intended for the purchase of agricultural products and livestock directly from producers.

In order to carry out this activity, an entity must be entered in a special register maintained by the competent ministry. The register will function as a centralised electronic database through the “e-purchasing point” system, recording all key data – from the identity of the buyer to the type of goods and the purchasing period.

Unlike previous practice, traders at purchasing points now also have additional obligations towards producers. They must publicly display in advance the purchasing conditions, including prices depending on quality, payment deadlines, methods of assessing goods, and procedures in case of disputes. In addition, displaying the contact details of inspection services is mandatory.

Only registered traders allowed at events

The amendments also introduce changes regarding communication with consumers. Traders may now send offers only with the prior consent of the consumer. Furthermore, in sales at events, a rule is introduced that only registered traders may sell goods, while the deadline for certain applications is reduced from 60 to 30 days.

In the section concerning the trade of agricultural products, it is specified that farmers may sell exclusively their own produce, thereby eliminating the possibility of resale under their name.

The amendments also transfer certain competences previously held by the Government to the line minister, indicating a trend towards more centralised decision-making.

Changes to distance selling regulations

The new provisions also concern record-keeping in distance selling. When goods are delivered from a retail outlet, records may be consolidated, which should ease administrative burdens for traders. Rules are also introduced for issuing trust marks in e-commerce – the issuer must be independent of traders and is obliged to submit detailed information to the ministry on the criteria and methods for awarding such marks.

One of the more significant aspects of the amendments relates to product declaration and labelling. Traders operating in distance selling are now required to make all product information available to consumers prior to purchase, in a manner that is permanently visible and easily accessible.

At the same time, the introduction of a unified product coding system is envisaged, which will further standardise product labelling on the market.

In the area of pricing, the law introduces an obligation to display unit prices where possible, while also further regulating promotional sales. Products appearing in the offer for the first time may be sold at lower prices, but for a maximum period of 60 days, after which the price reverts to the regular regime.

Discount rules are also elaborated in more detail. The concept of a “previous price” is introduced, representing the lowest price at which the product was offered during a specified period prior to the discount.

Revised penalties for non-compliance

The amendments also cover market supervision. Requirements for market and municipal inspectors are tightened – they must now have higher education qualifications, pass professional exams, and meet additional criteria prescribed by law and internal regulations.

Under the new rules, a uniform fine of 100,000 dinars is prescribed for a wide range of offences committed by legal entities. The list of offences covers almost all key aspects of business operations – from marking purchasing points and maintaining transaction records to transparency in pricing and product declarations.

Fines also apply where a trader fails to provide requested data to the competent authorities, does not display business hours or fails to comply with them, or sells goods without properly labelled information.

Situations relating to promotions and advertising are also specifically covered. If a trader offers goods with special sales incentives contrary to the rules or advertises discounts in a manner not compliant with the law, they are likewise subject to the same financial penalty.

On the other hand, one amendment also reduces the maximum fine in certain cases – from the previous 500,000 to 150,000 dinars.

A further novelty is the method for determining the amount of fines. The law introduces a model that takes into account a range of factors – from the severity and duration of the offence, to any benefit gained by the trader, and whether efforts were made to mitigate consequences for consumers. Previous offences are also considered, as well as any penalties imposed in other countries in cases of cross-border operations.

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