Law of Ukraine «On Advertising» No. 270/96-VR is effective in the version dated July 31, 2026.
This material is for informational purposes only and does not replace legal advice. For advertising licensed products, alcohol, tobacco, medicines, and other specially regulated categories, the relevant legislation should also be checked.
For a retail store, this Law applies to very practical situations: when you launch advertising on social media, announce a discount, send promotional messages to customers, commission advertising from a blogger, place a banner near your store, or publish a job vacancy.
Key Points in One Minute
| Requirement | Who It Applies To | What Businesses Should Do |
|---|---|---|
| Advertising must be accurate and truthful | All advertisers | Check prices, product specifications, promotional terms, and other claims before publication |
| Advertising must use the state language | Stores, websites, and social media accounts | Publish the main advertising text in Ukrainian |
| Discount advertising must include mandatory information | Retail stores and online stores | Specify the location, start date, end date, and discount amount or price ratio |
| Paid content must be labeled | Businesses and bloggers | Clearly identify promotional content as advertising |
| Promotional SMS and messages require consent | Businesses with customer databases | Obtain prior written or electronic consent and provide an easy way to opt out |
| Outdoor advertising may require a permit | Retail outlet owners | Distinguish an ordinary store sign from outdoor advertising |
| Using a person's photograph in advertising requires a legal basis | Stores, websites, and social media accounts | Obtain consent in cases required by law |
| Separate restrictions apply to alcohol and tobacco | Sellers of excisable goods | Check Article 22 before launching advertising |
Verify Advertising Claims Before Publication
The Law requires advertising to be accurate and truthful. Advertising is considered misleading if inaccuracies, exaggerations, ambiguity, or omissions mislead or could mislead customers.
For a store, this applies to common phrases such as:
«40% discount»;
«lowest price»;
«only 3 items left»;
«free delivery»;
«a gift for every customer».
If such a condition is stated in an advertisement, it must match the actual offer.
As a general rule, advertising in Ukraine must be presented in the state language. Website addresses and other internet identifiers may be written using Latin characters. Product images must correspond to the appearance of the products offered to customers in Ukraine.
If a license or permit is required to manufacture or sell an advertised product, the Law prohibits advertising without the relevant document. For Ukrainian advertisers, information contained in the relevant state registers is also taken into account.
Real-Life Example
In May 2026, the State Service of Ukraine on Food Safety and Consumer Protection reported a fine of UAH 4,059 imposed on a chain store. A customer was promised a personalized discount via Viber, but the actual discount differed from the promotional message. The authority classified the advertisement as misleading. (State Service of Ukraine on Food Safety and Consumer Protection)
Legal basis: Articles 6, 7, 8, and 10 of the Law of Ukraine «On Advertising» No. 270/96-VR.
Official text of Law No. 270/96-VR
Advertise Discounts and Sales Correctly
For retail stores, this is one of the most practically relevant provisions of the Law.
If an advertisement announces a price reduction or sale, it must specify:
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the location;
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the start date;
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the end date;
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the ratio of the new price to the previous price or the discount amount.
The statement «Discounts of up to 50%» alone is not sufficient to meet all the requirements of Part 4 of Article 8.
If an advertisement specifies the price of a product sold in Ukraine, the price must be stated in Ukrainian hryvnias.
For a contest, prize draw, or other promotional campaign, you must communicate its duration and location and indicate where customers can read the full terms and conditions. If the terms change, information about the changes must be communicated through the same channel.
Example
A store runs a promotion from October 1 to October 15.
The advertisement could state: «20% off the autumn collection from October 1 to 15 at our store located at …».
If additional conditions apply, customers must be given access to them.
In Torgsoft
In Torgsoft, under «Marketing → Discount Policy», you can configure discounts based on a customer's total purchases. Different types of discounts are also available in customer profiles and other sections of the software.
In «Inventory Status», you can apply a product discount or change the product's selling price.
The software helps apply the correct price during a sale. The promotional dates, conditions, and advertising text must be checked separately before publication.
Legal basis: Parts 3, 4, and 8 of Article 8 of Law No. 270/96-VR.
Law of Ukraine «On Advertising»
Label Advertising on Social Media and in Blogger Content
Advertising content must be clearly distinguishable from ordinary information.
If an article, video, post, or other material promotes a store or product in exchange for money or other compensation, advertising rules apply. For user-generated content, compensation may also include a free product, service, discount, or another material incentive.
On video-sharing and other content-sharing platforms, users who upload promotional content must indicate that it contains advertising.
Hidden advertising is prohibited.
What to Do
If a store provides a blogger with a free product in exchange for a promotional review, document the advertising nature of the collaboration in the agreement.
Before publication, make sure the content is labeled appropriately.
Common Mistake
Providing a blogger with a product in exchange for a post but presenting the publication as an ordinary personal recommendation without disclosing its advertising nature.
Legal basis: Article 9 and Parts 3 and 5 of Article 14² of Law No. 270/96-VR.
Official text of the Law on Advertising
Obtain Consent Before Sending Promotional Messages
This requirement applies to stores that send customers promotional SMS messages, emails, messages through messaging services, or use telephone numbers for advertising communications.
For such advertising, the Law requires the consumer's prior written consent. Consent may be provided electronically.
Customers must also be able to withdraw consent to the further use of their data for advertising messages at any time and free of charge. The opt-out process must be simple and clear.
The Law explicitly classifies mass promotional calls made without prior written consent as prohibited spam.
In Torgsoft
Torgsoft provides «Marketing → Bulk Messaging» for sending SMS messages and emails to customers.
In the customer profile, you can specify how the customer wishes to receive information about promotions, sales, and discounts: by email, SMS, or post.
This information helps organize the customer database. The business remains responsible for properly obtaining consent and providing an option to unsubscribe from advertising.
Penalty
For violating Part 2 of Article 14³, the advertising distributor is subject to a fine of 3,000 tax-free minimum incomes of citizens.
For calculating this financial penalty, one such minimum equals UAH 17: 3,000 × 17 = UAH 51,000. (Legislation of Ukraine)
Legal basis: Article 14³ and Part 13 of Article 27 of Law No. 270/96-VR.
Law of Ukraine «On Advertising»
Distinguish Store Signs from Outdoor Advertising
Under certain conditions, an ordinary store sign is not considered advertising.
It may be a sign displaying:
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the registered business name;
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the trade name;
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a trademark that the store uses lawfully;
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the type of business activity;
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opening hours.
It must be placed near the entrance, on an interior surface of the premises, or on the building facade within the limits established by Part 6 of Article 9.
If a store installs a separate advertising board, structure, or banner outside the building, outdoor advertising rules apply. Within a populated area, such advertising requires a permit from the relevant executive body of the local council.
Therefore, before installing a structure, first determine whether it meets the requirements for an ordinary sign under Article 9 or constitutes outdoor advertising under Article 16.
Legal basis: Part 6 of Article 9 and Article 16 of Law No. 270/96-VR.
Official Law of Ukraine «On Advertising»
Obtain Permission to Use People's Photographs
If an advertisement uses an individual's name or image, the Law generally requires their consent in written or electronic form.
The Law provides exceptions where separate consent is not required. For example, this may apply when a person posed or performed a role in creating an advertisement for compensation and the advertiser has sufficient rights to use the material for the intended purpose.
For stores, the practical rule is to keep documentation confirming the right to use a customer's, employee's, or model's photograph in an advertisement before publishing it.
Intellectual property laws also apply to photographs, music, designs, and other materials created by third parties.
Legal basis: Article 4 and Paragraph 9 of Part 1 of Article 8 of Law No. 270/96-VR.
Law of Ukraine «On Advertising»
Check Job Advertisements Before Publication
The Law also regulates job advertisements.
Job advertisements must not impose requirements relating to gender, age, race, health, marital status, place of residence, or other characteristics unrelated to the nature of the job or its working conditions.
Therefore, wording such as «looking for a female sales assistant under 30» should be revised unless gender and age are related to objective requirements of the specific job.
Penalty
For violating Article 24¹, an advertiser must pay a fine equal to 10 minimum monthly wages.
In 2026, the minimum monthly wage is UAH 8,647. (Legislation of Ukraine)
8,647 × 10 = UAH 86,470.
Legal basis: Article 24¹ of Law No. 270/96-VR; Article 8 of the Law of Ukraine «On the State Budget of Ukraine for 2026» No. 4695-IX.
Law of Ukraine «On Advertising»
State Budget of Ukraine for 2026
Check Alcohol and Tobacco Advertising Separately
General advertising rules are not sufficient for these products.
Advertising and sales promotion of tobacco products, electronic cigarettes, liquids, heated tobacco products, and related trademarks are prohibited in many forms. Article 22 explicitly covers, among other things, the internet, outdoor and indoor advertising, transport, and promotional events.
Different restrictions apply to alcohol. For example, alcohol advertising is prohibited through outdoor and indoor advertising, on public transport, and in audiovisual media from 6:00 a.m. to 11:00 p.m.
Permitted alcohol advertising must contain the warning:
«Excessive alcohol consumption is harmful to your health».
The warning must occupy at least 15% of the advertisement's area or volume. For a text warning, the Law requires black text on a white background.
Law of Ukraine No. 2899-IV on preventing and reducing tobacco consumption also applies to tobacco products. Its version in force as of the date of this material was checked on the Verkhovna Rada portal. (Legislation of Ukraine)
Legal basis: Article 22 of Law No. 270/96-VR.
Law of Ukraine «On Advertising»
Law of Ukraine No. 2899-IV on Tobacco Products
What Penalties Does the Law Provide?
For most ordinary violations, the Law links the amount of the fine to the cost of advertising.
An advertiser may be fined five times the cost of the distributed advertisement for violations for which the advertiser is responsible.
For an advertising producer, the penalty is five times the cost of producing the advertisement.
For an advertising distributor, it is five times the cost of distribution.
Repeating such a violation within one year results in a fine equal to twice the applicable penalty.
If the cost of advertising cannot be determined, the Law provides for a fine of up to 300 tax-free minimum incomes of citizens.
The regulatory authority may also request documents, explanations, video recordings, audio recordings, and other information relating to the advertising. A separate penalty applies for failing to provide the requested information or providing it late.
Legal basis: Articles 26 and 27 of Law No. 270/96-VR.
Official text of Law No. 270/96-VR
What to Check in Your Business
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Verify advertised prices, product specifications, and offer conditions.
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Write advertising materials in Ukrainian.
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Specify the promotional period and discount amount or price ratio.
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Make the terms of contests and prize draws accessible to customers.
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Label paid content on social media as advertising.
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Obtain customer consent before sending promotional messages and provide an opt-out option.
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Check the legal status of outdoor advertising structures before installation.
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Keep consent documentation for using people's photographs and names in advertising.
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Review job advertisements for discriminatory requirements.
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Check special rules before advertising alcohol, tobacco, medicines, and other regulated products.
Common Mistakes
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Announcing a discount without specifying its end date.
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Advertising a discount percentage that does not match the actual price.
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Stating the advertised price in a foreign currency for a product sold in Ukraine.
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Sending promotional SMS messages to the entire customer database without obtaining proper consent.
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Commissioning advertising from a blogger without labeling the publication as promotional content.
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Placing an advertising banner on the building facade and treating it as an ordinary store sign.
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Using a person's photograph in advertising without verifying the rights to use it.
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Including age or gender requirements unrelated to the job in a vacancy announcement.
Frequently Asked Questions
Is a Price Tag in a Store Considered Advertising?
Under the conditions established by Part 7 of Article 8, information about a product displayed at the place where it is sold is not considered advertising. Special rules may apply to certain product categories.
Is a Product Page in an Online Store Considered Advertising?
The Law explicitly states that displaying product information during the purchase process on an online store's website is not considered advertising. An advertising banner or promotional post about that product is assessed separately.
Can I Simply Write «30% Discount»?
For price reduction advertising, the Law also requires the location, start and end dates, and information about the ratio of the new price to the previous price or the discount amount.
Do I Need Consent to Send a Promotional SMS to a Regular Customer?
Article 14³ requires prior written consent, including in electronic form, and the possibility of opting out of further advertising free of charge.
Can I Pay a Blogger with Products?
Yes, but providing a free product or another material incentive may mean that the content qualifies as advertising. Such material must be identified accordingly.
Do I Need a Permit for a Store Name Sign Above the Entrance?
A sign that meets the requirements of Part 6 of Article 9 is not considered advertising. Separate outdoor advertising structures are subject to the rules of Article 16.
Can a Store Advertise Tobacco on Social Media?
Article 22 prohibits advertising and sales promotion of tobacco products and related products, including on the internet.
Upcoming Changes
The official record of the Law already lists future versions: from January 1, 2027, based on Law No. 2469-IX; from January 17, 2028, based on Law No. 4147-IX; and a future version related to the entry into force of Law No. 4840-IX after martial law ends or is lifted. (Legislation of Ukraine)
From January 1, 2027, the regulation of pharmaceutical advertising will change. Law No. 2469-IX provides for a new version of Article 21 of the Law «On Advertising». (Legislation of Ukraine)
From January 17, 2028, new rules for advertising pesticides and agrochemicals will take effect. Stores selling gardening products will need to review this section separately before that date. (Legislation of Ukraine)
Sources
Law of Ukraine «On Advertising» dated July 3, 1996, No. 270/96-VR. This article refers to Articles 1, 4, 6, 7, 8, 9, 10, 14², 14³, 16, 20, 22, 24¹, 26, and 27.
Official text of the Law of Ukraine «On Advertising»
Law of Ukraine «On the State Budget of Ukraine for 2026» No. 4695-IX, Article 8. (Legislation of Ukraine)
Official text of Law No. 4695-IX
Next Step
Before launching a store advertising campaign, check four things: the wording of the offer, the actual price, the promotional period, and the distribution channel.
In Torgsoft, you can use «Marketing → Discount Policy» to manage discounts. For customer communications, the software provides «Marketing → Bulk Messaging».
The software helps manage prices, discounts, and customer information. The business remains responsible for advertising content, properly obtaining consent, and complying with special advertising restrictions.
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