Publication of Price Lists

Digitalisation of the market and greater price transparency are among the objectives of the new regulatory framework in the area of consumer protection. On the basis of the Law on Consumer Protection (“Official Gazette of the RS”, No. 35/2026), the Rulebook on the Conditions, Content and Manner of Publishing Price Lists (“Official Gazette of the RS”, Nos. 76/2026 and 98/2026; hereinafter: the Rulebook) has been adopted, setting out in more detail the obligations of certain retailers regarding the public disclosure and updating of data on the prices of goods.

The Rulebook has applied since 1 September 2026. Its amendments, which expanded the list of covered products and clarified the publication of price lists on the Open Data Portal, have been in force since 24 October 2026.

In addition to the general obligation to display the selling price and unit price of goods or services in an unambiguous, legible and easily noticeable manner, retailers covered by the Rulebook are required to publish their price lists in digital form as well – on their website and on the Open Data Portal.

We discussed the key changes introduced by the new Law on Consumer Protection in our article New Consumer Protection Rules in Serbia: Key Obligations for Retailers in 2026.

IN THIS ARTICLE:

1. Who is required to publish price lists?
2. Where are price lists published?
3. How are price lists published?
4. What must a price list contain?
5. Misdemeanour liability
6. Recommendations for retailers

1. Who is required to publish price lists?

The obligations set out in the Rulebook do not apply to all retailers, but only to retail traders that simultaneously meet the following two conditions:

• they sell goods from any of the 25 product groups covered by the Rulebook, and
• in the last business year, they generated sales revenue exceeding RSD 3 billion.

The Rulebook does not apply to retailers trading at points of sale in mobile retail facilities, in accordance with the law governing trade.

Product groups covered by the Rulebook

1. milk, dairy and mixed products, eggs
2. non-alcoholic beverages, coffee, tea
3. fresh fruit and vegetables
4. processed fruit and vegetables and plant-based spreads
5. bread and pastries
6. legumes
7. frozen products
8. fresh and processed meat
9. fresh and processed fish
10. savoury snacks
11. confectionery and cereals
12. sugar and honey
13. flour, baking and cake ingredients and powdered products
14. pasta and pastry sheets
15. oils and fats
16. vinegar
17. rice and other grains
18. soups, salt, spices and side dishes
19. household chemicals
20. paper and kitchen supplies
21. personal hygiene and cosmetics
22. baby food
23. diapers
24. alcoholic beverages
25. pet food

The amendments to the Rulebook in force since 24 October 2026 expanded the list to include, among other things, plant-based spreads, baking and cake ingredients, powdered products, pastry sheets, other grains, soups and side dishes. Retailers that aligned their operations with the original version of the Rulebook should check whether these products are also included in their price lists.

2. Where are price lists published?

Retailers covered by the Rulebook are required to publish their price lists in two places:

• on their own website, and
• on the National Open Data Portal.

3. How are price lists published?

3.1. Publication on the retailer’s website

The retailer is required to publish on its website, separately for each point of sale, a price list in digital form, suitable for automated processing. The price list must be updated in real time, so that it reflects the prices currently applicable at the points of sale or in distance selling, and the retailer is required to comply with the published prices.

The retailer is also required to enable the use of software tools and automated programs that can collect price data via the internet, so that previously published prices can be compared with prices published in real time.

3.2. Publication on the Open Data Portal

The retailer is required to open an account on the Open Data Portal and, within its account, in the existing dataset, publish its price lists. Price lists are published in machine-readable CSV format, in accordance with the technical standard for submitting product price data, which forms an integral part of the Rulebook.

If the retailer applies different price lists in its points of sale or in distance selling, it is required to publish all price lists, clearly indicating the points of sale in which they apply or noting that they apply to distance selling.

The amendments to the Rulebook introduced a rule on a consolidated price list: a retailer that presents itself to consumers under a single name submits one consolidated price list to the Portal, regardless of the number of points of sale and their geographical distribution. A retailer operating under several different names may submit a separate consolidated price list for each of them. If the price of the same product differs between points of sale covered by the same consolidated price list, the highest applicable selling price of that product is stated on the Portal.

Publication of a consolidated price list on the Portal does not release the retailer from the obligation to ensure, on its website, the availability of price lists separately for each point of sale, or for distance selling.

With each price change, the retailer publishes a new valid price list, which replaces the previously published one. The price list valid on the first day of each calendar month is permanently stored as a historical price snapshot, and previously published data may not be deleted or modified.

4. What must a price list contain?

The Rulebook prescribes the minimum content of a price list. For each product, the following must be stated:

(1) product name

(2) brand

(3) barcode

(4) unit of measure

(5) selling price

(6) unit price

(7) discounted price, where the product is sold with a sales incentive

(8) start date of the sales incentive

(9) end date of the sales incentive

(10) value added tax (VAT) rate

(11) price list type

The price list type indicates whether it is the currently valid price list or a monthly historical price snapshot.

5. Misdemeanour liability

Failure to comply with the obligations relating to the publication and updating of price lists constitutes a misdemeanour, for which the following fines are prescribed:

Who is liable Fine

Legal entity RSD 200,000

Responsible person in a legal entity RSD 50,000

Entrepreneur RSD 100,000

6. Recommendations for retailers

COMPLIANCE CHECKLIST:

The Rulebook requires not only the publication of price lists, but also the establishment of appropriate legal, organisational and technical processes. We recommend the following steps:

1. Determine whether the Rulebook applies to you – check your sales revenue in the last business year and whether your product range includes goods from any of the 25 product groups, including the groups added by the amendments to the Rulebook.
2. Review your IT systems – check whether they enable the publication and updating of price lists in the prescribed format, both on the website (separately for each point of sale) and on the Open Data Portal (consolidated price list in CSV format).
3. Align internal pricing procedures – particularly for special-offer sales and other sales incentives, as the discounted price and the start and end dates of the incentive are mandatory elements of the price list.
4. Ensure accuracy and consistency – price lists must be updated in real time, published prices must correspond to the prices actually applied, and the data must also be accessible to software tools for automated collection and comparison of prices.

For a broader overview of retailers’ obligations towards consumers, see our guide Consumer Protection in Serbia 2026, and for the rules on price reductions, special offers and other sales incentives, see our guide Organizing and Advertising Sales Incentives.