An Act To Prohibit Deceptive Pricing

LD 414 prohibits businesses in Maine from advertising, displaying, or offering prices for goods or services that exclude mandatory fees, except for government taxes and reasonable, actual shipping charges. It directly affects retailers, service providers, and online sellers operating in Maine who display pricing to consumers. The law authorizes Maine’s Attorney General to enforce the rule through lawsuits seeking injunctions, refunds for harmed consumers, and civil penalties of up to $10,000 per violation for intentional deceptive pricing. Businesses must include all required fees in displayed prices, with the Attorney General required to provide 10 days’ notice before legal action.