A brand-ambassador agreement is not named in Georgian law as a separate contract type — the deal is a blend of three classical constructions of civil legislation: authorization of the personality, the obligation to perform works, and representation. A well-drafted agreement governs all three layers together: it gives the brand the right to use the ambassador's name and image, imposes on the ambassador the performance of the agreed promotional work, and defines in whose name and at whose expense the legal acts connected with the campaign are carried out. On this page we explain how these three layers work together.
Personality Authorization — What the Ambassador Gives the Brand
The foundation of the agreement is the bundle of personal non-property rights. Under Article 18 of the Civil Code, a person whose right to bear a name is infringed, or whose interests are harmed by unauthorized use of the name, may demand that the infringer cease the activity or refrain from it. This means the brand has no right to use the ambassador's face, name or personality until it is granted — and it is granted only by contract or other consent. The frame of the authorization defines the content of the campaign: which platforms, which products and which territory the consent covers. The same article protects the ambassador's honour, dignity and business reputation: a campaign that damages the ambassador's reputation is an object not only of contractual but of statutory protection, and where the violation is culpable the ambassador may claim compensation of damage, including lost profit and moral harm. Drafting the authorization precisely — with the campaign formats, the exclusivity and the term — is what turns a personal right into a usable commercial asset.
Performance of the Works — Fee and Expenses
The service layer of the deal is written through the works contract. Under the Civil Code's works-and-services construction, the contractor undertakes to perform the work provided by the agreement, and the client must pay the agreed remuneration — in the brand context this means that the published posts, stories, participation in events and other deliverables are the works defined by the agreement. The remuneration rules are set here as well: remuneration is considered agreed even implicitly if, according to the circumstances, the work is expected only for remuneration; where the amount is not agreed, the tariff rate applies where a tariff exists, and otherwise the customary remuneration. This norm matters when the parties fail to fix a fee figure at signing: a market in which ambassadorial services are always paid itself creates the presumption that a fee is agreed. The expense question is regulated too: the drawing-up of an estimate connected with the work is not reimbursed unless otherwise agreed — an ambassador who organizes the production of content at his or her own expense may recover it only if the contract says so directly.