Process of Formation of the Legal Environment for Marketing in Georgia

Open access


The article emphasizes significance of the laws within the legal framework for performing marketing activities, timely solution of the problems and protection of the consumers’ interests. The author describes the process of development of the legal framework for business in Georgia and pays particular attention to the activities performed after signing and effectiveness of the Association Agreement with the European Union. With respect of protection of the consumers’ rights, the article provides analysis of Georgian laws: Code of Food Safety and Free Circulation, Code of Food/Animal Fodder Safety, Veterinary and Plants Protection, Georgian Law on Advertising, Technical Regulation on Additional Requirements to Labeling of Food Products, Technical Regulations on Providing Information on the Products to the Consumers. In the author’s opinion, significant weakness of the legislation affecting marketing is the fact that Georgian Law on Protection of Consumers’ Rights suspended in 2012 has not been enacted yet while the draft law is ready and published. On the basis of analysis of legal framework the author concludes that the consumers’ rights, in general, are protected in the country by the effective legislation but the main thing is not only existence of the laws but rather their enforcement. For this purpose, states the article, Georgian government has adopted the resolution (2015) Food/Animal Fodder Safety State Control Rule, according to which the relevant state structures control the respective businesses and protect the consumers’ rights in this way. The process of improvement of the legal basis affecting marketing in Georgia is still in progress.

[1] Charles D. Schewe, Alexander Waston Hiam.(2001). The Portable MBA in Marketing, second edition. Translation from English into Russian. Scientific editors: Shamgunov A., Kunitsin R., editor: Suvorov P., Alpina Publisher, 2003, p. 23

[2] Kotler, PH., Keller, K. (2012). Marketing Management, 14th edition. Translation from English into Georgian, scientific editor: Nugzar Todua, editors: Prof. Charita Jashi, Associated Professor Babulia Mghebrishvili, Tbilisi State University Publishing House, 2015, p.107.

[3] Draft Law of Georgia on Protection of Consumers Rights (2013).

[4] Todua L. (2013). Food Regulations in the European Union.Key Food Law, Center of Strategic Researches and Development of Georgia, Tbilisi.


[6] Todua L. (2013). Food Regulations in the European Union. Food Hygiene.CSRDG, Tbilisi.


[8] Todua L. (2014). Food Regulations in the European Union. Food labeling. Tbilisi

[9] Todua L. (2014). Food Regulations in the European Union.Food Additives.CSRDG, Tbilisi


[11] Mghebrishvili B.,(2005).Business Macro Enviroment in Georgia. Journal Sakartvelos Ekonomika, #10, pp. 39-41

[12] Mghebrishvili, B., Urotadze, E. (2016). Characteristics of Food Products Labeling in Georgia.Journal of International Economic Research. Vol. 2,#1, pp,129-133.

[13] Todua N., Mghebrishvili B., Urotadze E. (2016). The Main aspects of formation of legal environment on the Georgian food market. The International Conference: Challenges of Globalization in Economics and Business. Publishing House `UNIVERSAL, Tbilisi, pp. 250-257.

[14] Todua, N. (2017). Influense of Food Labeling Awereness on healthy behavior of Georgian Consumers; Ecoforum Journal. Vol. 6, #2.

[15] Todua, N., Jashi Ch., (2018). Influense of Social Marketing of the Behavior of Georgian Consumers Pegarding Healthy Nutrition. Bulletin of the Georgian National Academy of Sciences 12(2):183-190.

[16] Todua, N., Mghebrishvili, B. (2018). Legal Fundamentals of Food Safery Provisions in Georgia. Journal of International Academic Research. Vol. 1, #1, pp. 9-16.


[18] Georgian Law on Protection of Consumer Rights Protection (1996), Tbilisi



[21] Association Agreement, between the European Union and the European Atomic Energy Community and their MemberStates, of the one part, and Georgia, of the other part(2014)


[23] Georgian Law on Advertising (1998)

[24] Georgian Law Product Safety and Free Moement Code (2012).


[26] Georgian Law on Amendment of Product Safety and Free Moement Code (2018)


[28] Georgian Law Food Products / Animal Feed Safety, Veterinary and Plants Protection Code (2012)


[30] Papava V., (2018). Economy of Georgia in “Tourist Trap”.

[31] Technical Regulation on Additional Requirements to Food Labeling (2013)


[33] Technical Regulation on Providing Food Information to the Consumers (2016)


Journal Information


All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 51 51 22
PDF Downloads 61 61 23