What is Maine HP 1154?

High-Level Summary and Compliance

Maine’s HP 1154, “An Act to Ensure Transparency in Consumer Transactions Involving Artificial Intelligence”, has a single very simple disclosure requirement designed to protect consumers.

Businesses that deploy AI chatbots must ensure that any consumers that interact with those chatbots are not misled into believing that they are interacting with a human being. In practice, this means that deployers are required to disclose “in a clear and conspicuous manner” the nature of the AI chatbot.

Maine HP 1154 Scope

The Act defines an artificial intelligence chatbot as “a software application, web interface or computer program that simulates human conversation and interaction through textual or aural communications.”

The Act applies to any organization that deploys an AI chatbot in the state of Maine.

Non-Compliance Penalties for Maine HP 1154

Violations of the disclosure requirements are treated as violations of the Maine Unfair Trade Practices Act, and may be prosecuted by the state attorney general. Violators are subject to civil fines between $100 and $1000 per incident, as well as similar damages to impacted consumers. Deployers are only liable if there is a preponderance of evidence that the violation was intentional.