Azerbaijan’s parliament has passed significant amendments to the country’s advertising legislation, introducing new regulatory provisions for digital platforms, product licensing disclosures and social media influencers operating as advertising agents. The changes were adopted in the third reading during a recent session of the Milli Majlis (parliament) and are part of a broader effort to adapt existing laws to the realities of online and digital advertising.

For the first time, the law formally defines “digital platform influencers” as individuals or legal entities who use their influence to promote products or services in exchange for monetary gain. This includes bloggers and content creators whose advertising reaches consumers in Azerbaijan. These influencers will now be held accountable for the accuracy and fairness of the advertisements they disseminate.

The law extends to all digital advertising carriers that target Azerbaijani consumers, including mobile applications (except those operated by state entities), digital platforms, SMS notifications, and internet resources used for advertising purposes. Influencers failing to retract misleading advertisements within the timeframe set by the competent authorities will face administrative fines ranging from AZN30 to AZN2,000 ($18 to $1,176), depending on their legal status.

Another major revision concerns the advertising of products subject to licensing or certification. Advertisers must clearly indicate the number, issuing body, and date of the licence or certificate in the ad. If the nature of the advertising medium makes it impossible to include these details, advertisers must instead ensure consumers can access the information through links or shortcodes. The information must not contradict the primary advertising content and must be presented in an understandable manner.

Additionally, new provisions require all digital platform operators to label commercial content using terms such as “advertisement,” “sponsored,” “promoted,” or “in partnership”. This applies to advertising disseminated by the platform owners themselves or through associated influencers.