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.
The Representative Structure — in Whose Name, and Personal Performance
The third layer is the mandate. Under the Civil Code's mandate construction, the agent must perform one or several acts entrusted to it in the name and at the expense of the principal — this part of the contract records whether the ambassador conducts legal acts in the brand's name, for example negotiating at events or dealing with partners. The central rule of the representative relationship is the duty of personal performance: the agent must perform the mandate personally, except where it is permitted to delegate it to a third person or is forced to do so by the circumstances; the involvement of assistants is allowed. This norm touches the essence of the ambassadorial deal: what the brand buys in the deal is the person of the ambassador, and replacing him or her with another influencer or actor is possible only with permission. Where delegation is permitted, the agent answers only for the fault it bears in delegating and in selecting that person. For the contract this means the personal-performance clause, the substitution rules and the assistant carve-outs should be written consciously, because they determine who may lawfully appear in the campaign when the ambassador cannot.
Frequently Asked Questions
Below we answer the questions that arise most often in ambassador deals.
Is there a separate "ambassador agreement" type in Georgia?
No — the deal is written through the general constructions of civil legislation: personality authorization, performance of works and representation.
Can the ambassador's face be used without an agreement?
No — unauthorized use of name and image is prohibited; the right is granted only by consent or contract, and culpable violation is compensable.
What happens if the fee is not stated in the agreement?
Remuneration is considered agreed implicitly if the service is expected only for payment; without an amount, the tariff or the customary fee applies.
Can the ambassador delegate his obligations to someone else?
Personal performance is the rule: delegation to a third person is possible only with permission or by force of the circumstances.
Are the campaign's production expenses reimbursed?
No — the estimate is not reimbursed unless otherwise agreed by the parties.
How We Help on Legal.ge
The Legal.ge team helps brands and ambassadors describe all three layers of the agreement correctly. We check the frame of the authorization, define the deliverables and the fee rules, structure the representative powers, and protect your position in case of breach — from unauthorized use of the image to non-payment of the fee. Contact us for a consultation — we will assess your deal and prepare an agreement that combines all three layers safely.