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Advertising in Uzbekistan is under increasingly close regulatory oversight, marking a new stage in the development of the country’s media and marketing landscape. This evolution is driven by two converging factors: the rapid growth of consumer activity in digital spaces and the state’s expanding focus on compliance and transparency across both traditional and online forms of advertising.
At the forefront of this regulatory process stands the Anti-Monopoly Committee of the Republic of Uzbekistan, which conducts regular monitoring exercises to identify and address breaches of the Law “On Advertising”. While its oversight historically concentrated on outdoor advertisements – billboards, banners, and other public displays, the Committee has increasingly turned its attention to the digital environment, where violations can spread more quickly and reach a broader audience.
In today’s Uzbekistan, social media platforms such as Telegram, Facebook, Instagram, and LinkedIn have become the dominant channels for marketing and brand communication. This transition from physical to digital advertising has prompted broader discussions on consumer protection, emphasizing the importance of truthful, transparent, and ethical promotion in the online sphere. It has also exposed gaps in the existing legal framework, reinforcing the government’s efforts to modernize the country’s advertising laws in line with the realities of an increasingly digital economy.
Legal Framework
The primary piece of legislation governing advertising in Uzbekistan is the Law of the Republic of Uzbekistan “On Advertising”. The law establishes general requirements for advertising content, including truthfulness, fairness, and the protection of minors and consumers from misleading or unethical marketing.
The advertising framework in Uzbekistan is further supported by several complementary legal and administrative instruments. The Law “On Protection of Consumer Rights” establishes safeguards against misleading or unfair advertising and provides mechanisms for consumer compensation, while the Law “On Trademarks, Service Marks and Appellations of Origin of Goods” clarifies the lawful use of trademarks in promotional materials and protects rights holders against unauthorized or deceptive references. The regulation of outdoor advertising is additionally supported by a series of Cabinet of Ministers resolutions, notably Resolution No. 104 of 20 February 2020 “On Regulation of the Outdoor Advertising Market”, together with Resolutions No. 702 of 30 August 2018 and No. 428 of 31 August 2023, which further elaborate on coordination procedures, technical and safety standards, and municipal approval processes.
Language requirements
Uzbek law requires that all advertising distributed within the country be presented in the state language (Uzbek).[1] However, the use of foreign languages is permitted, provided that the Uzbek version is also available and that the foreign-language text does not distort or misrepresent the meaning of the original message.
For outdoor advertising, the translated text must be placed horizontally at the bottom of the Uzbek-language text and may not exceed 40% of the total advertising area. For television, radio and print media, translated advertising in other languages must not exceed 20% of the total daily volume of advertising. The font of any translated text must be smaller than the font of the Uzbek-language text.[2] Exceptions to these limits apply where media are produced exclusively in a foreign language (for example, print editions or broadcasts in a foreign language and websites that publish only in foreign languages).[3]
One of the practical advantages of having a registered trademark in Uzbekistan is that it allows the brand owner to use the mark in its original linguistic and graphic form, regardless of whether it is in Uzbek or a foreign language.[4] A registered trademark enjoys legal protection in the exact form in which it is registered, be it Latin, Cyrillic, or any other script, and may therefore appear in advertisements without translation. By contrast, if a foreign-language brand or logo has not been registered as a trademark in Uzbekistan, advertisers are generally expected to provide a translation or transliteration into Uzbek to avoid claims of misleading consumers or violating language-use requirements.
This framework reflects a balanced approach, it safeguards the linguistic rights of consumers while giving brand owners a clear incentive to secure trademark protection locally, ensuring full freedom to use their brand identity across all media channels.
Sector-Specific Restrictions
Alongside the general language requirements, Uzbek advertising law also imposes standard sector-specific restrictions that apply to certain sensitive industries. Stricter rules govern the promotion of pharmaceuticals, supplements, energy drinks, alcohol, financial and insurance services, and products intended for minors.[5] The law expressly prohibits advertising of certain goods, including tobacco products, gambling and breast milk substitutes.[6]
A limited exception applies to alcoholic beverages such as beer, natural and sparkling wines, which may be advertised only under specific conditions, for example, in venues where tasting, demonstrations, or brand events are held, and in compliance with strict content and restrictions established by law.[7]
IP Issues in Advertising
Advertising activities are closely linked with intellectual property rights, particularly trademark and copyright law. Under the Law “On Trademarks, Service Marks, and Appellations of Origin of Goods”, the use of a trademark in advertising is recognized as one of the forms of trademark use.[8] This means that if a company uses another party’s trademark in its advertisement without consent, such use may constitute trademark infringement, even if the advertisement itself appears lawful under advertising law.
Uzbek legislation permits comparative advertising, for example, where a product’s features are contrasted with that of competitors. However, such comparisons must be factually substantiated and not defamatory.[9] Comparative advertising that discredits a competitor’s business reputation, goods, or trademarks may be deemed unlawful.[10] In other words, comparative advertising is allowed only when it remains truthful, objective, and non-misleading.
Advertisers must also respect copyright protections. Copying, reproducing, or imitating another party’s artistic works, text, design elements, or music without permission is prohibited and may give rise to liability.[11]
In practice, these overlapping regimes mean that advertising in Uzbekistan must be both creatively persuasive and legally cautious. Marketing campaigns that reference competitors or borrow artistic elements should undergo prior legal review to ensure compliance with IP and advertising legislation alike.
Outdoor Advertising
Outdoor advertising in Uzbekistan is subject to specific regulatory requirements, reflecting its impact on urban design and public safety. The installation of billboards, pylons, signs, and other outdoor advertising structures requires obtaining an official “advertising place passport”— a document granting the right to place the construction at a particular site or building.[12] The placement schemes for such advertising structures are approved by local authorities and must comply with urban planning and architectural regulations.[13]
All structures must also meet technical safety standards, including requirements for structural strength, secure installation, and minimum distance from roads and pedestrian areas.[14] Advertising objects erected without a valid passport are considered unauthorized and may be dismantled by competent authorities.[15]
Holders of advertising places are required to pay prescribed fees in a timely manner, failure to do so can result in revocation of the passport and re-auctioning of the advertising site through an electronic bidding platform.[16] Furthermore, the law prohibits outdoor advertising on cultural heritage sites, road signs, traffic lights, and other urban infrastructure elements, underscoring the balance between commercial expression and public interest.[17]
Liability for infringement
Liability for breaches of advertising rules under Uzbek law encompasses both administrative and civil measures. Under the Code of the Republic of Uzbekistan on Administrative Liability, fines are imposed on advertisers, producers, and distributors depending on their role in the dissemination of unlawful advertising. Advertisers bear responsibility for the content and accuracy of the information; producers are liable for the preparation of the advertising material; and distributors, including television channels, online platforms, and outdoor operators, are accountable for compliance with placement, timing, and form requirements.[18] Administrative penalties apply for misleading or prohibited advertising, failure to carry out “counter-advertising” when ordered by the regulator, or breaches of disclosure obligations.[19]
The amount of fines varies depending on the severity of the violation, ranging from thirty to one hundred basic calculation units (BCUs). As of today, one BCU equals UZS 412,000 (approximately USD 35). Accordingly, fines may range from about USD 1,050 to USD 3,500. In particular, unlawful advertising of prohibited or restricted products is punishable by a fine of up to 100 BCUs (≈ USD 3,500); misleading advertising or failure to publish counter-advertising — up to 70 BCUs (≈ USD 2,450); breaches related to alcohol, tobacco, energy drinks, weapons, or outdoor advertising — up to 50 BCUs (≈ USD 1,750); and violations concerning advertising aimed at minors or involving pharmaceuticals, biologically active additives, or child nutrition — up to 30 BCUs (≈ USD 1,050). [20]
From a civil perspective, consumers misled by false or deceptive advertising may seek compensation for damage caused by reliance on such information.[21] Additional sanctions may include suspension of advertising activities or revocation of permits for outdoor advertising.
The Anti-Monopoly Committee of Uzbekistan serves as the primary enforcement body overseeing compliance with advertising law. It has the authority to investigate breaches, issue binding orders to cease unlawful advertising, and require the publication of corrective materials even prior to judicial proceedings.[22]
Expected Amendments
Uzbekistan’s advertising and media landscape is rapidly evolving alongside the country’s broader digital transformation. While the current legal framework provides a solid basis for regulating traditional forms of advertising, online and digital platforms remain relatively underregulated. This gap has become increasingly evident with the growth of social media marketing, influencer collaborations, and online marketplaces, which now dominate much of the country’s promotional activity.
Recognizing this challenge, the government has initiated a series of legislative reforms aimed at strengthening consumer protection in the digital sphere. In March 2025, a draft Law “On the Protection of Rights of Users of Online Platforms and Websites” was introduced for public discussion. The proposed law introduces a comprehensive framework to regulate online content, advertising practices, and the responsibilities of digital actors including bloggers, influencers, and platform operators thereby addressing long-standing gaps in the regulation of digital media and online advertising.
If enacted, this law would mark a major step in aligning Uzbekistan’s digital ecosystem with international trends, bridging the gap between the Law “On Advertising”, Law “On Informatization”, and consumer protection legislation. It would also formally extend the state’s oversight over online advertising content, particularly influencer marketing, a domain that has so far remained largely outside the scope of existing regulation.
Conclusion
Uzbekistan’s advertising regulation is undergoing a period of modernization marked by enhanced transparency mechanisms, digital monitoring tools, and an expanded scope of liability. While the Law “On Advertising” remains the central legal instrument, accompanying sectoral and administrative acts reflect the government’s commitment to building a more accountable and competitive advertising environment. For international businesses, these developments introduce both opportunities and compliance challenges, as stricter content standards, electronic monitoring systems, and forthcoming rules for influencers and online platforms will require careful adaptation to the evolving framework. Companies that proactively align their advertising strategies and contractual arrangements with these emerging regulatory requirements will be best positioned to operate transparently, protect their brand reputation, and maintain consumer trust in Uzbekistan’s market.
Authors:
References
[1] Law of the Republic of Uzbekistan “On Advertising” No. ZRU-776 of 7 June 2022, Art. 6 (1).
[2] Ibid, Art. 6 (2).
[3] Ibid, Art. 6 (3).
[4] Ibid, Art. 6 (4).
[5] Ibid, Art. 34, 35, 37, 38, 42-45.
[6] Ibid, Art. 36, 40, 41, 46.
[7] Ibid, Art. 39.
[8] Law of the Republic of Uzbekistan “On Trademarks, Service Marks and Appellations of Origin of Goods” No. 267-II of 30 August 2001, Art. 27 (2).
[9] Law of the Republic of Uzbekistan “On Advertising” No. ZRU-776 of 7 June 2022, Art. 16 (2).
[10] Ibid, Art. 16 (2).
[11] Ibid, Art. 4.
[12] Ibid, Art. 25.
[13] Ibid, Art. 23 (7).
[14] Resolution of the Cabinet of Ministers of the Republic of Uzbekistan No. 104 of 20 February 2020 “On Regulation of the Outdoor Advertising Market”.
[15] Law of the Republic of Uzbekistan “On Advertising” No. ZRU-776 of 7 June 2022, Art. 25 (6).
[16] Ibid, Art. 24 (3).
Resolution of the Cabinet of Ministers of the Republic of Uzbekistan No. 104 of 20 February 2020 “On Regulation of the Outdoor Advertising Market”, para. 96 (e).
[17] Law of the Republic of Uzbekistan “On Advertising” No. ZRU-776 of 7 June 2022, Art. 26 (3).
[18] Ibid, Art. 49.
[19] Ibid, Art. 47.
[20] Resolution of the Cabinet of Ministers of the Republic of Uzbekistan No. 104 of 20 February 2020 “On Regulation of the Outdoor Advertising Market”, para. 96 (e).
[21] Law of the Republic of Uzbekistan No. 221-I of 26 April 1996 “On Protection of Consumer Rights”, Art. 7 (3).
[22] Law of the Republic of Uzbekistan “On Advertising” No. ZRU-776 of 7 June 2022, Art. 8.