---
title: "Endorsement Agreements"
url: "https://legal.ge/en/service/media-entertainment-and-sports-law-en/endorsement-agreements-en"
field: "Media, Entertainment & Sports Law"
description: "Advertising agreements under Georgia's Law on Advertising: roles, recognisability, covert advertising, sponsorship and liability. Legal.ge."
reviewed: "2026-07-09"
updated: "2026-10-14"
publisher: "legal.ge"
---

# Endorsement Agreements

> Source: legal.ge, https://legal.ge/en/service/media-entertainment-and-sports-law-en/endorsement-agreements-en

## Advertising Agreements Under Georgian Law

An advertising deal — the relationship of brand and agency, media and publisher — is shaped by the Law on Advertising: endorsement, placement and distribution contracts are concluded freely, but their content must fit the law's articles. This page's line is the role architecture of the deal: Article 3 defines the advertising customer, producer and distributor and the types of improper advertising; Article 4 the general requirements; Article 5 the ban on covert advertising; Article 13 the qualification of sponsorship; Article 21 the consequences of violation. A properly built contract reflects these roles exactly, because liability is distributed by role.

The full text is available on legal.ge after signing in: https://legal.ge/en/service/media-entertainment-and-sports-law-en/endorsement-agreements-en

### How are roles distributed in an advertising deal?

The customer is the source of the advertising information, the producer gives it a ready form, and the distributor places and distributes it — the contract should reflect these roles exactly.

### What is covert advertising?

Simultaneous emphasis on a brand, manufacturer or seller in non-advertising production without indicating that it is advertising — such practice is prohibited.

### Who answers for improper advertising?

Advertising customers, producers and distributors; the injured person may claim compensation of damage and public refutation.

### Is consent needed to use a person in advertising?

Yes — using a natural person's image or name in advertising without permission is prohibited.