Advertising, warranties and consumer rights: what every business should know

The central authority responsible for consumer protection is the Competition and Consumer Protection Commission. From 1 August 2025, conduct harming consumer interests is treated as a standalone area of infringement; it no longer has to be framed only as unfair competition.

The Commission may issue a warning or impose a fine of up to 5% of the revenue for the year preceding the infringement. The calculation is based on business revenue, not only the value of the disputed transaction, so a seemingly small error can create a significant financial exposure.

Advertising must be lawful, accurate and proper. The advertiser carries the burden of proving the accuracy of its claims, while the producer and distributor may require documentary support for those claims.

• Language: literary Armenian is the primary advertising language in Armenia. Foreign-language copy may not exceed the Armenian version, add information missing from it or visually dominate it.
• Accuracy: price, discounts, delivery, service terms, returns, repairs and warranties must match the real, documented conditions.
• A person’s name or image: use in advertising requires consent, including employee or customer photographs used on social media.
• Overall impression: a literally true sentence can still be problematic if the presentation creates a different or incomplete impression.

From 1 July 2026, the law separately identifies misleading advertising. It includes not only false or distorted information, but also information that is factually correct yet presented in a way that may create a misleading impression about a company, product, service, price, quality or consumer rights. It is not necessary to prove that a consumer was actually misled; the possibility may be enough.

Claims such as “the cheapest”, “the best on the market”, “No. 1”, “100% natural”, “certified” or “internationally recognised” require particular care. Each should be supported by a verifiable methodology and evidence.

• Partly unfair advertising is assessed as unfair advertising in its entirety.
• Lack of intent does not by itself remove liability where the message may mislead.
• The place, time and medium of distribution may also affect the legal assessment.
• Keep a test report, research, calculation, certificate or supplier confirmation for every quantitative or qualitative claim.

Directly or indirectly mentioning a competitor is not automatically prohibited, but it is allowed only when all statutory conditions are met at the same time. Before launching a campaign, record the comparison source, date and methodology.

1. 01The advertising is not misleading.
2. 02It compares goods or services meeting the same need or serving the same purpose.
3. 03It compares material, objective and verifiable characteristics, with any price shown on complete terms.
4. 04It does not harm or discredit the competitor’s mark, name, goods, services or activity.
5. 05For goods with a designation of origin, it concerns the same designation.
6. 06It does not unfairly exploit the reputation of the competitor’s mark or name.
7. 07It does not present the goods as copies or imitations of goods bearing the competitor’s registered mark.
8. 08It does not create confusion between the advertiser and the competitor.

When unfair advertising is established, the infringer may have to publish corrective advertising at its own expense to remove consumers’ mistaken impressions. It must use the same medium, area, place, duration and conditions as the original campaign.

Consumers, competitors and other rights holders may also seek damages, compensation for harm to life, health or property, moral damages and public retraction through the courts.

From 1 August 2025, business conduct is also assessed under the rules on unfair commercial practices. Aggressive conduct may involve pressure, coercion or undue influence that materially weakens a consumer’s freedom of choice. The law distinguishes average and vulnerable consumers, so communications aimed at vulnerable groups may face stricter scrutiny.

Standard terms for subscriptions, online sales and services should be reviewed for unfair conditions. The contract should clearly explain price, term, cancellation, refunds and the complaint process.

• Administrative and competition risk: a warning or a fine of up to 5% of prior-year revenue for an infringement harming consumer interests.
• Advertising risk: a ban, a notice to stop the violation and publish corrective advertising, and an administrative fine for non-compliance.
• Civil risk: consumers, competitors and other rights holders may claim damages, public retraction and other remedies provided by law.
• Reputational risk: Commission decisions and corrective advertising may be public and affect the trust of clients, partners and investors.

1. 01Review warranty documents, contracts, return rules and the internal complaint-handling procedure.
2. 02Create an evidence file for advertising claims and keep a supporting document for each promise.
3. 03Test comparative advertising against all eight conditions before publication.
4. 04Appoint a complaint owner, record the date received and track response deadlines.
5. 05At sale, record condition, contents, serial number and delivery date.
6. 06Review standard contracts for unfair terms and opaque charges.
7. 07Give sales and service staff one communication guide so oral promises match the documents.
8. 08Check the website, signs, packaging and social-media advertising for language and completeness requirements.

The direction of the reforms is straightforward: consumers should decide on the basis of complete and accurate information, and businesses must be able to prove that information is accurate. Well-organised documents, pre-publication advertising review and a clear complaint process are usually less costly than a proceeding, a fine or reputational damage.