- Content
Ukrainian law on advertising is still in the stage of perfection in 2025, and companies and marketers have to stay updated with the key changes and provisions so as not to be fined or insulted. The shaping of Ukrainian law on advertising is directed by a framework of regulatory and legislative documents that focus on consumer rights protection, the provision of conditions for honest competition, and safeguarding morality. There is a need to understand which laws are to be followed while advertising.
Overall principles of advertising
The most important legal document regulating advertisement in Ukraine is the Law of Ukraine “On Advertising” which determines general principles of advertising activities. The law stipulates that advertising must be honest, not misleading for consumers, and adhere to ethical and moral standards. That is, advertising must not contain offensive, discriminatory or obscene content.
Most specifically, advertising of specific products and services is restricted by the law. For example, advertisement of alcoholic and tobacco products (in particular beer and light alcoholic beverages) is prohibited on mass media, the Internet, and street media. Some exceptions apply to alcohol, though: advertisement is possible on TV channels, but only during particular times of the day and subject to audience restriction.
Features of advertising for children
Another feature is advertising to children, which is strictly regulated. In 2025, Ukraine continues to have legislation that prohibits advertising of products which have the potential to harm the physical or psychological development of a child. Specifically, this applies to advertising of confectionery, toys, and products creating an idea of unrealistic or dangerous opportunities. Also, advertising to children should not manipulate their feelings and use unstable influence methods.
Internet advertising and social media
With the growth of digital technologies, the role of online advertising has increased significantly. Online advertising in Ukraine, as in most developed countries, is more elaborately regulated. Specifically, it must take into account the rules for processing personal data, which is especially relevant for companies that engage in targeted marketing on social media networks and sites. It is prohibited to utilize users’ data for marketing purposes without consent.
Fines and penalties
Non-observance of advertising legislation requirements may lead to hefty fines. They can be from several thousand to hundreds of thousands of hryvnias, depending on the severity of the violation. For example, fines may be imposed for false information, violation of rules on advertising prohibited goods, or violation of consumer protection standards.
What to remember
Ukrainian modifications of advertising law in 2025 require businesses to be careful with the law and regulations not to incur breaches and penalties. The advertisements must be ethical, transparent and honest. In addition, limitations taking into consideration different product categories, more so advertising to children and online advertising, must be taken into consideration. Knowledge of the basic regulation principles of advertising law will help you come up with efficient but compliant advertisements.
Knowledge of the basic regulation principles of advertising law will help you come up with efficient but compliant advertisements.