Standards for the placement of outdoor advertising according to the legislation of Georgia
- Requirements for the Placement of Outdoor Advertising General Requirements
- Restrictions on the Placement of Outdoor Advertising
- Restrictions on the Type of Advertising Media
- Aesthetic and Environmental Restrictions
- Regulation in Relation to Transport Routes
- Restrictions on Placement in Public Transport
- Responsibility for Violating Advertising Placement Rules
- Alignment with Trademarks
- Contact our lawyer for more details
The aim of this article is to examine the requirements and restrictions related to the placement of outdoor advertising, the responsibility for violating the law, as well as issues regarding the alignment of outdoor advertising with trademarks and standards for consumer information regarding labels.
Requirements for the Placement of Outdoor Advertising General Requirements
- The advertisement must be understandable without special knowledge or technical means.
- Advertising must be in the state language throughout Georgia, except for programs in foreign languages and inscriptions on product images, excluding trademarks.
- The inscription on the sign must be in the state language, with the option to add a foreign language, but the foreign text should not be larger in size.
- Bilingual illuminated signs must be equally well-lit and readable.
- Prices must be indicated in the advertisement, in accordance with the "Consumer Protection Law."
Features and Requirements for the Placement of Outdoor Advertising:
- Advertising may be distributed in cities, villages, and other administrative-territorial units of Georgia using posters, billboards, light displays, and other technical means.
- Outdoor advertising must not obstruct road signs, impair road visibility, or pose a threat to traffic and pedestrians. It should not distort the architectural appearance of buildings or monuments of cultural heritage.
- The decision to grant permission for outdoor advertising placement is made by the municipal authority. The permit is issued for a period of at least 1 year in accordance with the "Licensing and Permits Law."
- Municipalities must have an outdoor advertising distribution plan, coordinated with road management authorities, the Ministry of Internal Affairs, railway authorities, and heritage protection agencies in environmentally protected areas and nature reserves.
- A permit for outdoor advertising is issued only for state or municipal properties. For private property, no permit is required, and the payment terms are determined by the agreement with the property owner.
- The outdoor advertisement must include the permit number issued to the advertiser by the municipal authorities.
Restrictions on the Placement of Outdoor Advertising
Restrictions on the placement of outdoor advertising may be related to the location, timing, content, and methods of influencing the audience. Let’s consider the main restrictions that exist when placing outdoor advertisements.
1. Location Restrictions
Outdoor advertising cannot be placed near children's, medical, cultural, and educational institutions, as well as temples and memorials. Advertising on buildings, especially on monuments, requires approval from heritage protection authorities. The placement of advertising is also restricted in high-risk areas, such as near roads, intersections, or industrial sites.
2. Content Restrictions for Advertising
The following types of advertising are prohibited:
- Advertising that promotes violence, drugs, tobacco, or alcohol, especially among youth.
- Advertising that calls for discrimination.
- Advertising that offends religious beliefs or violates moral norms.
- Advertising that encourages illegal activities.
Advertising Targeted at Children
Advertising aimed at children must not manipulate them or encourage inappropriate purchases, nor should it use aggressive imagery or sounds.
Deceptive Claims
Outdoor advertising must not mislead regarding the characteristics of goods or services, including impossible or exaggerated offers.
Restrictions on the Type of Advertising Media
- Light Advertising: Light advertising is limited in terms of brightness, operating hours, and location to avoid disturbing residents and distracting drivers.
- Use of Technology: Digital advertising and video recordings may be restricted to maintain the visual harmony of the urban landscape.
Aesthetic and Environmental Restrictions
- Compliance with Architectural Style: In historical and cultural areas, advertising must align with the architecture and landscape, preserving the harmony of the space.
- Environmental Requirements: Outdoor advertising must be environmentally safe, resistant to natural factors, and pose no threat to people.
- Consideration of Urban Landscape: Advertising structures must not obscure important elements of urban infrastructure, such as signs, monuments, or green spaces.
Regulation in Relation to Transport Routes
- Traffic Safety: Advertising must not obstruct the visibility of drivers, especially at intersections or near road signs.
- Visibility on Transport Vehicles: Advertising on vehicles must ensure the safety of passengers and drivers by not covering important elements, such as windows or emergency exits.
Restrictions on Placement in Public Transport
Advertising on public transport must not block windows, doors, or emergency exits, and it should not be excessively bright or irritating to passengers.
Responsibility for Violating Advertising Placement Rules
Municipal authorities may impose administrative penalties for advertising violations. The National Communications Commission of Georgia is responsible for overseeing broadcast advertising and ensuring compliance with broadcasting and advertising laws. It has the authority to suspend improper advertisements, impose sanctions, and initiate criminal proceedings if necessary.
Alignment with Trademarks
The use of a trademark in outdoor advertising in a foreign language in Georgia is allowed, but it is important to follow several key requirements:
- Outdoor advertising must be understandable to local consumers, and if necessary, a translation into Georgian should be provided.
- Advertising must not mislead consumers, and the trademark must be properly represented.
- If the advertisement includes important consumer information (e.g., warnings), this information must be provided in Georgian.
Compliance with outdoor advertising placement standards is not only about adhering to laws and regulations but also about caring for consumers, preserving the aesthetics of the urban environment, and maintaining the brand's reputation. It is an essential part of successful advertising activity, helping to avoid fines and legal disputes, while also strengthening consumer trust and loyalty.
Author: Nino Zautashvili
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