AZE.US
Azerbaijan has tightened regulations governing advertising on social media platforms, introducing new rules that directly affect bloggers and online influencers.
Under amendments to the country’s Law on Advertising, influencers are now prohibited from promoting products as if they have personally used them if they have not actually done so.
Authorities say the changes are intended to protect consumers from misleading advertising, as recommendations from social media personalities increasingly influence purchasing decisions.
In some cases, consumers have complained that products promoted by influencers – particularly cosmetics and beauty items – did not match expectations or even caused negative reactions after use.
Legal experts say that presenting a product as personally tested when it has not been used may be considered misleading advertising, which carries legal consequences.
In such situations, responsibility may fall both on the advertiser and the influencer who promotes the product.
According to Azerbaijan’s Code of Administrative Offenses, individuals who violate advertising rules may face financial penalties. Fines range from 750 to 1,250 manats for officials, while legal entities may be fined between 2,500 and 4,000 manats.
Consumers who believe they have been misled by advertising can also file complaints with state authorities responsible for regulating advertising or pursue compensation through the courts.