---
title: "False Advertising Claims"
url: "https://legal.ge/en/service/licensing-and-regulatory-permits-en/false-advertising-claims-en"
field: "Licensing & Regulatory Permits"
description: "Improper advertising is banned. Materials kept 2 months. Damages and public refutation through the courts. Legal.ge."
reviewed: "2026-07-09"
updated: "2026-10-14"
publisher: "legal.ge"
---

# False Advertising Claims

> Source: legal.ge, https://legal.ge/en/service/licensing-and-regulatory-permits-en/false-advertising-claims-en

The Georgian Law on Advertising operates with the term „improper advertising“ — „false advertising“ is not a statutory term. If another person’s advertising harms your rights or business reputation, the law provides its own instruments for this situation. On this page we explain them under Articles 4, 15, 19, 20 and 21 of the Law on Advertising: general requirements, storage periods, the three-party liability split, counter-advertising, and judicial protection.

## The General Requirements Towards Advertising (Article 4)

The starting point is the set of general requirements. An advertisement must be understandable at the moment of its presentation without special knowledge or technical means. Advertising is disseminated on the whole territory of Georgia in the state language; a foreign-language inscription must not exceed, in size and quantity (except teleproduction), the form executed in the state language. Advertising goods whose production and sale are prohibited, or which require a permit that has not been obtained, is impermissible. Advertising of goods whose certification is mandatory must be accompanied by the mark „certified“. Advertising must not push citizens towards violence; using a natural person’s image or name without consent is prohibited; and when an entrepreneur offers property or services, the price must be expressed in lari only.

The full text is available on legal.ge after signing in: https://legal.ge/en/service/licensing-and-regulatory-permits-en/false-advertising-claims-en

### What is improper advertising?

The operational term of the Law on Advertising is „improper advertising“ — „false advertising“ is not a statutory term. Its placement and dissemination are prohibited and entail responsibility corresponding to the committed act and to the degree and character of the public danger.

### For how long must advertising materials be stored?

For 2 months from the day of the last dissemination of the advertising, including all subsequent changes — and in the event of a dispute, until its resolution.

### Who answers for improper advertising?

Liability is divided in three: the advertiser answers for the content of the information presented, the producer — for design and production, the disseminator — for the time, place and means of dissemination.

### What can be claimed in court?

Compensation for damage caused to health and property, to name, dignity and business reputation, and a public refutation of the improper advertising.

### What is counter-advertising?

The corrective instrument: it must be disseminated by the same means and with the same characteristics of sequence, space and place as the improper advertising.