Duties and Restrictions for Business Owners

Soon, we will be commemorating an important date on the calendar for consumers and businesses across Ukraine — Consumer Rights Protection Day, which falls on March 15th. This day is not only an opportunity to remember the rights that protect the interests of every consumer daily but also to open a dialogue on a slightly different, yet equally important topic. In this article, we have decided to deviate from the traditional focus on consumer rights to highlight the duties and restrictions that consumer rights protection legislation imposes on business owners.

Understanding these duties and regulations not only contributes to building healthy relationships between consumers and companies but also helps businesses avoid potential conflicts, fines, and reputational losses. At the same time, this knowledge becomes the key to creating a more transparent and trustworthy market environment where each party feels protected and respected.

With this in mind, we aim to deepen business owners' understanding of their responsibilities towards consumers, according to the legislative acts of Ukraine that regulate the protection of consumer rights. From the Law of Ukraine "On Consumer Rights Protection" to the civil code and regulations concerning advertising, medicinal products, and food products — we will examine the key aspects that will help your business not only meet requirements but also exceed your clients' expectations.

The Importance of Legislative Regulation for Business

The success of any business in today's world is inextricably linked not only to the quality of the goods or services it offers but also to a deep understanding of the legislation regulating consumer rights protection. This understanding enables companies to develop strategies that not only comply with current norms but also contribute to increasing trust and loyalty among customers.

Overview of Key Legislative Acts:

The Law of Ukraine "On Consumer Rights Protection"

This foundational document establishes the general principles of consumer rights protection, their basic rights, and protection mechanisms. The law covers a wide range of relations between consumers and sellers (manufacturers, performers), providing protection from unfair practices.

The Law of Ukraine "On Advertising"

This law sets the rules for conducting advertising campaigns, including requirements for honesty, accuracy, and responsibility for misleading advertising. It ensures that advertising messages will not harm the health or moral principles of consumers.

Specific Laws

Refers to laws regulating the circulation of food products, medicinal products, providing additional guarantees of safety and quality for consumers, setting special requirements for certain categories of goods.

The Civil Code of Ukraine

This code introduces the general principles of civil law concerning the relations between consumers and sellers, including the rules of sale-purchase contracts, return of goods, and compensation for damages.

Conducting business in accordance with the above laws not only ensures its legal compliance but also contributes to creating a positive image of the company in the market, which ultimately leads to increased profits and business development.

Key Responsibilities of Businesses Towards Consumers

In the relationship between business and consumers, it's crucial to remember that the success and stability of any enterprise largely depend on its ability to fulfill its fundamental duties towards its clients. These responsibilities are defined not only by ethical norms and business standards but are also clearly regulated by Ukrainian legislation that guarantees the protection of consumer rights. Understanding and adhering to these duties is key to building trust, ensuring a high level of consumer satisfaction, and consequently, strengthening market positions.

Right to Proper Quality of Goods and Services

One of the fundamental rights enshrined in consumer protection legislation is the right to proper quality of goods and services. This right requires businesses not only to meet the declared quality standards of their products but also to ensure competent, polite, and effective service.

Quality standards mean that goods must be fit for their intended use, safe in use, and match the description provided by the seller. This also applies to warranty conditions and after-sales service. On the other hand, the quality of service includes prompt and efficient responses to customer inquiries, honesty and transparency in business conduct, and courteous and attentive treatment of consumers.

Ensuring proper quality goes beyond the point of sale. It also includes providing accurate information about the capabilities and limitations of a product, the absence of hidden defects, and ensuring adequate support after purchase, including easily accessible service and maintenance.

For businesses, it is important to understand that maintaining these quality standards is not only a legal requirement but also a crucial component in building trust and satisfying customers. Customers who are satisfied with the quality of products and the level of service are more likely to return for additional purchases and recommend your business to others. This creates a positive cycle that promotes customer loyalty and increases profits.

In this context, business owners should regularly review their quality control processes and customer service methods to ensure they not only meet but exceed consumer expectations. Investing in the quality of products and services is an investment in the future of your business.

The Right to Product Safety

The safety of goods and services offered by businesses is not only an obligation to consumers but also a fundamental right of every individual, as defined by consumer protection legislation. The importance of ensuring product safety cannot be overstated, as it relates to people's health and lives and directly impacts trust and relationships with clients.

Ensuring safety means that all goods and services, regardless of their category, must be produced, stored, transported, and presented to consumers in such a way that they pose no threat to health or life. This implies that businesses must conduct thorough quality control at all stages of production and distribution, as well as ensure their products comply with all national and international safety standards.

Furthermore, informing consumers about potential risks associated with using a product is critically important. This includes having warnings on packaging, instructions for safe use of the product, and promptly informing the public about any identified problems or recalls of dangerous goods from the market.

Failure to fulfill these obligations can lead to not only legal consequences, including fines and compensation for damages caused but also significant damage to a business's reputation. Loss of consumer trust can have long-term negative effects on any company.

Given this, business owners must understand the importance of a systematic approach to product safety management. This means implementing effective quality control systems, training staff, continuous monitoring, and improvement of processes that ensure the safety of goods and services. A responsible attitude towards this aspect of operation not only helps protect consumers but also forms the foundation for sustainable development and business success in the market.

The Right to Information in the State Language About Products

One of the key requirements for conducting business in Ukraine is ensuring consumers' right to receive information about goods and services in the state language. This right is defined within the broader policy of consumer rights protection and aims to ensure easy access to necessary, accessible, reliable, and timely information about products, which facilitates well-informed decisions by buyers.

Requirements for product information:


Information about a product or service must be easily accessible to the consumer, not requiring excessive effort to find or understand.


All provided information must be truthful and accurate, not misleading regarding the characteristics, origin, usage methods, or any other aspects of the product or service.


Information should be provided on time, especially if it concerns changes in product characteristics, its safety, or terms of use.


Information must cover all important aspects of the product necessary for the consumer to make a purchase decision, including price, main characteristics, terms of use, storage, possible contraindications, etc.

In the State Language

Ukrainian legislation requires that information for consumers be provided in the state language, ensuring its accessibility to a wide range of consumers. This applies to product labeling, advertising materials, instructions, information on websites, and at points of sale.

Ensuring these standards is the duty of every business owner and seller, who must take appropriate measures to comply with them. Failure to meet these requirements can lead not only to legal consequences in the form of fines and demands for correction but can also negatively impact the company's reputation and consumer trust.

Thus, business owners must not only comply with legislative requirements but also view this as an investment in building open and transparent relations with clients, which ultimately will contribute to the growth and prosperity of the business.

The Right to Compensation for Damage Caused by Product Defects**

An essential component of consumer rights protection is the right to compensation for damage caused by defects in goods or services. This right ensures that consumers can receive compensation for damages incurred from using products that do not meet declared quality or safety standards. Ukrainian legislation defines mechanisms that provide effective compensation for damages, creating a fair system for protecting consumer interests.

Mechanisms for compensating damages include:

1. Returning a defective product

Consumers have the right to demand a refund of the amount paid for the product or a replacement with a product of proper quality if it is found that the product has significant defects.

2. Free repair or replacement

For long-term use products, consumers may demand the free rectification of defects or replacement of the product with a similar one without defects within a legally defined period.

3. Compensation for the costs of rectifying defects

If a consumer was forced to rectify the defects of a product themselves due to the inability to contact the seller or manufacturer, they have the right to demand reimbursement for the costs incurred.

4. Compensation for moral damage

In certain cases, when defects in a product or service have caused moral suffering, a consumer may demand compensation for moral damage.

5. Insurance

Some businesses may introduce an insurance system that allows automatically compensating consumers for damages in case defects in products or services are found.

For effective compensation of damages, it's crucial that consumers keep proof of purchase (receipts, warranty cards) and take steps to document the defects (photos, videos, expert opinions).

Business owners must recognize their duties in the area of compensating damages and establish appropriate procedures for the prompt and fair handling of consumer claims. Implementing transparent damage compensation mechanisms not only helps avoid legal disputes but also enhances trust and satisfaction among clients, which are key factors for a successful business.

The Right to Purchase Goods at the Price Indicated on the Price Tag

One of the key aspects of consumer rights protection is the right to purchase goods at the price indicated on the price tag. This right is regulated by Article 691 of the Civil Code of Ukraine, serving as an important mechanism in ensuring transparency and honesty in the relations between buyers and sellers. According to this article, if a certain price for a product is indicated on the price tag, label, or in another place accessible to the consumer, the seller is obligated to sell the product at that price, even if it was indicated erroneously.

The importance of this rule lies in the following:

  • Ensuring Fairness

This rule protects consumers from potential dishonesty by sellers who might try to change the price after the product has been put up for sale.

  • Clarity and Transparency in Pricing

Sellers must be careful about how they indicate prices on their products, ensuring accuracy and currency of pricing information.

Practical Application

In cases where a consumer discovers a discrepancy between the price on the price tag and the amount requested by the seller at checkout, the buyer has the right to demand the sale of the product at the price indicated on the price tag. If the seller refuses to fulfill this request, the consumer has the right to seek protection of their rights from the appropriate authorities or court.

Business Responsibility

The law imposes an obligation on sellers to adhere to the indicated prices and holds them accountable for any errors in pricing. This encourages businesses to meticulously control price tags and information about the products displayed.

It is important for business owners to recognize their responsibility to comply with these rules, as violations can lead not only to financial losses but also to a negative impact on the company's reputation. Meticulous adherence to Article 691 of the Civil Code of Ukraine is an important aspect of building trusting and lasting relationships with clients, reinforcing a general culture of transparency and honesty in business.

The Right to Return Products

The right to return products is a significant part of consumer rights protection in Ukraine. This right allows consumers to return both defective goods and goods of proper quality that, for any reason, do not suit them. It's important to note that the conditions and terms of return can vary depending on the category of the product.

Defective Goods

Consumers have the right to return a product of inadequate quality to the seller and receive a refund of the product's cost or exchange it for a similar product of proper quality if the defect is discovered within the warranty period established by the manufacturer or seller. If no warranty period is set, such actions are possible within a reasonable period, but no more than two years from the date of purchase.

Goods of Proper Quality

According to legislation, consumers have the right to exchange or return a product of proper quality within 14 days from the date of purchase, except for products that are not subject to return. The product must be unused and retain its original appearance, consumer properties, seals, and factory markings.

List of Non-Returnable Products:

  1. Personal hygiene items (toothbrushes, combs, hairpins, etc.).
  2. Perfumery and cosmetic products.
  3. Textile goods (bed linen, undergarments, tights, etc.).
  4. Products in sealed packaging if the packaging has been opened (household chemicals, cosmetics, perfumery).
  5. Electronic goods, mobile phones, tablets, laptops, cameras, and other devices if they have been used after purchase.
  6. Jewelry.
  7. Books, newspapers, and magazines.
  8. Medicinal products and medical devices.

This is not an exhaustive list, and details may change, so it's important to familiarize yourself with the current list of non-returnable goods before making a purchase.

The Importance of Compliance with Consumer Duties by Businesses

Complying with established duties towards consumers is a fundamental principle for any business aiming for success and sustainable development in the market. Understanding and fulfilling legislative requirements not only ensures legal compliance of the company's activities but also fosters strong relationships with clients based on trust and mutual respect.

Maintaining a high level of trust and loyalty among consumers is key to ensuring client satisfaction, their return for additional purchases, and positive recommendations. In a world where consumers have a wide choice and access to information, adhering to business obligations towards consumers serves not just as a requirement, but as a significant competitive advantage.

Companies that actively demonstrate their commitment to protecting consumer rights can expect to strengthen their reputation and improve relations with clients, which, in turn, leads to increased sales and an expanded customer base.

It should be noted that this article is a free interpretation of the described laws by our team and does not carry a legal consultancy nature. We have attempted to provide a general understanding of the main principles of consumer rights protection and businesses' duties towards them. If you have doubts or need a deeper understanding of specific aspects of the legislation, we recommend consulting with qualified lawyers. Such consultation can help avoid potential misunderstandings and ensure confidence in your activities' compliance with current legislation.

Strengthen Your Brand with COI.UA: A Partnership That Changes the Game

In today’s world, where competition among businesses is continuously intensifying, success hinges not just on the quality of products and services, but also on effective advertising and positive reputation building. With this goal in mind, we invite you to consider the possibility of partnering with COI.UA — a reliable ally that can help your business explore new horizons of success through comprehensive advertising solutions.

At COI.UA, we understand the importance of not only attracting attention to your brand but also creating a solid foundation for trust and loyalty among your target audience. We offer a wide range of services, from strategic planning of advertising campaigns to optimizing websites for search engines, developing creative content, managing social media, and much more.

Collaborating with us grants you access to our many years of experience and deep market knowledge, allowing your business to take a leading position in its industry. We strive to ensure that each advertising campaign not only captures attention but also motivates action, boosting sales and strengthening your brand’s reputation.

Recognizing the uniqueness of each business, we approach the development of advertising strategies with individual attention, ensuring that every element of the campaign aligns with your goals, expectations, and budget. At COI.UA, we believe our success is directly linked to the success of our clients, so we aim to establish long-term partnership relations based on mutual respect, transparency, and a shared commitment to common goals.

If you’re looking for a reliable partner to enhance your business’s reputation and elevate it to a new level of success through comprehensive advertising solutions, don’t hesitate to contact COI.UA. Let’s create the future of your business together!

Check out our blog
All publications
The tour is over.
Let's get to work!
Fill out the form and buckle up — we'll take the lead now!
Fill out the form