This work presents a comprehensive study of natural radioactivity in 720 building materials imported in Serbia in 2012. Radioactivity concentrations of 226 Ra, 232 Th and 40 K in the studied samples range from \5 to 4,938, \3 to 763 and \10 to 3,192 Bq kg -1 , respectively. The maximum values of 226 Ra and 232 Th activity concentrations were found in zirconium mineral, while the highest 40 K activity concentration was in the feldspar. Based on the obtained radionuclide concentrations, radium equivalent activity, air absorbed dose rate, annual effective dose, external and internal hazard indices, gamma and alpha index due to radon inhalation were evaluated to assess the potential radiological hazard associated with these building materials.