Influencer marketing is one of the most effective advertising channels today, yet in Georgia it is not governed by a separate statute: the applicable rules come from the Law of Georgia on Advertising. This page explains which norms extend to paid posts, how sponsorship is qualified and what restrictions attach to material addressed to minors: the obligations arise from the Georgian statute, not from foreign disclosure regimes.
The Scope of the Law
Under the second article of the Law on Advertising, the statute regulates the legal relations arising during the production, placement and distribution of advertising on Georgia's goods and financial markets. Its purpose is healthy competition in advertising, protection of social interests, advertising subjects and consumers, and prevention of improper advertising. The law applies to natural and legal persons of Georgia and of foreign states that produce, place and distribute advertising in Georgia under the established registration procedure, and even where actions performed outside Georgia cause or may cause negative results on Georgian territory, such as restriction of competition or misleading of other persons. At the same time, the law does not extend to political advertising, nor to statements of natural persons not directly connected with entrepreneurial activity — the carve-out that separates private opinion from paid commercial content.
The Recognisability Requirement
The fourth article of the law sets the general requirements toward advertising: advertising must be understandable, at the moment of its presentation, directly as advertising, without the use of special knowledge or technical means. A paid publication must therefore be presented so that the recipient understands at first glance that they are viewing advertising: labelling, presentation and context must convey the commercial nature of the material without effort from the audience. The same article provides that advertising distributed on the whole territory of Georgia is distributed in the state language, and an owner of a goods or services mark registered in another language, who places the mark in Georgia, must convey it into Georgian by transliteration. Especially important is the personality rule: it is prohibited to use in advertising the image or name of a natural person without permission — involving an influencer's name or likeness without consent is an infringement in itself.
The Qualification of Sponsorship
The thirteenth article of the law defines sponsorship as the contribution of natural and legal persons to the activity of other natural and legal persons — in the form of monetary funds, property, the results of intellectual activity, the rendering of services or the performance of work — on the condition of the distribution of advertising of the goods produced by the sponsor. The sponsorship contribution is regarded as the value of the advertising, the sponsor is treated as the advertising customer, and the sponsored party as the distributor of the advertising. Content published in exchange for a brand's contribution acquires this qualification and falls under the general advertising regime, including recognisability. The same article adds that the sponsor may not interfere in the activity of the producer and distributor, and that tobacco manufacturers, importers and retailers are prohibited from sponsorship altogether, direct or indirect.
The Protection of Minors
The fourteenth article of the law governs the protection of minors during the production, placement and distribution of advertising: exploiting their credulity and inexperience is prohibited. Specifically, it is forbidden to inspire minors to persuade parents or other persons to purchase the advertised goods; to suggest that possession gives them advantage over other minors while absence produces the opposite effect; to place text, audio and video information showing minors in dangerous places and situations; and to disregard the level of skills required for use of the goods. If a campaign targets children or features them, these restrictions bind both the brand and the creator directly.
The Consequences of Violation
The placement and distribution of improper advertising is prohibited, and it entails liability established by Georgian legislation according to the degree and character of the public danger of the committed act. Where material is not recognisable as advertising, the sponsorship connection is concealed or the material addresses minors through prohibited techniques, the risk extends to every participant according to the role performed. Documenting the campaign and agreeing marking rules in advance is the instrument by which the parties allocate those risks.
Does a separate influencer law exist in Georgia?
No — paid content is regulated by the general norms of the Law on Advertising, and foreign disclosure models do not operate directly in Georgian law.
How must a paid post be marked?
Under the fourth article, advertising must be understandable at the moment of presentation directly as advertising, without special knowledge or technical means.
When does a campaign count as sponsorship?
Under the thirteenth article, when a brand's contribution is conditioned on the distribution of advertising of its goods: the sponsor is the advertising customer and the sponsored party is the distributor.
May an influencer's name be used without consent?
No — the fourth article prohibits using in advertising the image or name of a natural person without permission.
How We Help on Legal.ge
The Legal.ge team helps influencers, talent managers and brands navigate the legal regulation of influencer marketing. We assess the format of a planned campaign from the standpoint of recognisability and sponsorship qualification, prepare the contractual basis for allocating marking duties, and plan the response where material has already been published and a dispute has arisen. Contact us for a consultation — we will tell you which rules apply to your exact case and how to reduce the risk at every stage of the campaign.