რეკლამის განთავსება ტელემაუწყებელზე PDF

daviT batoniSvilis samarTlis instituti
sergi jorbenaZe
reklamis ganTavseba telemauwyebelze
(saqarTvelos moqmedi kanonmdeblobis mixedviT)
Tbilisi
2013
`reklamis ganTavseba telemauwyebelze~ daviT batoniS-
vilis samarTlis institutis gamocemaa, romelic mniSvne-
lovan da aqtualur sakiTxebs exeba.
naSromi gankuTvnilia iuristebis, Jurnalistebis, fi-
nansistebis, mediasamarTlisa da reklamis kvleviT dain-
teresebul pirTa farTo wrisaTvis.
dainteresebis SemTxvevaSi mosazrebebi da rekomenda-
ciebi SegiZliaT gaagzavnoT Semdegi el-fostis misa-
marTze _ jorbenadzesergi@yahoo.com.
teqnikuri redaqcia: simoni takaSvili

Tamar WaliZe
ydis dizaini: zurab beJaSvili
© sergi jorbenaZe, 2013

© daviT batoniSvilis samarTlis instituti, 2013
© samoqalaqo sazogadoebis samarTlebrivi ganviTarebis
asociacia (LEDACS), 2013
daviT batoniSvilis samarTlis institutis gamomcemloba
ISBN 978_9941_0_5829_5
vuZRvni Zvirfasi dedis, lia qavJaraZis
(1959-1998) naTel xsovnas.
Sinaarsi
Semoklebani............................................................................................................................ 12
winaTqma .......................................................................................................................................13
Tavi I mcire Teoriuli eqskursi ................................................................... 16
1. telemauwyebloba da reklama Tanamedrove
realobaSi.......................................................................................................................... 19
2. saqarTvelos komunikaciebis erovnuli komisia.................30
3. telesamauwyeblo samarTlis konstituciuri
safuZvlebi (zogadad) ........................................................................................... 33
4. `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi 2013
wels Setanili cvlilebebi ...........................................................................40
4.1 zogadi mimoxilva ........................................................................................40
4.2 `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi
Setanili cvlilebebis Sesabamisoba saqaTvelos
konstituciasTan ...................................................................................................45
Tavi II mauwyebloba.......................................................................................................49
1. mauwyeblis definicia ................................................................................50
2. mauwyeblobis saxeebi .......................................................................................50
2.1 sazogadoebrivi mauwyebloba .......................................................... 51
2.1.1 sazogadoebrivi mauwyebeli......................................................52
2.1.2 sazogadoebrivi mauwyeblis aWaris televizia...54
2.2 saTemo mauwyebeloba................................................................................56
2.3 kerZo mauwyebloba......................................................................................57
2.3.1 kerZo mauwyeblobis saxeebi.....................................................58
2.3.1.1 specializebuli mauwyebloba.......................................58
2.3.1.2 saerTo mauwyebloba ...............................................................59
2.3.2 kerZo mauwyeblobis ganxorcieleba............................... 61
2.3.2.1 Tanamgzavruli mauwyebloba .......................................... 61
2.3.2.2 saeTero mauwyebloba ............................................................62
2.3.2.3 sakabelo mauwyebloba..........................................................63
2.3.3 adgilobrivi da erovnuli mauwyebloba ...................65
2.3.3.1 adgilobrivi mauwyebloba................................................66
5
2.3.3.2 erovnuli mauwyebloba ........................................................67
3. mauwyeblobis saqmianobis ganxorcielebis ufleba .......69
3.1 avtorizacia .......................................................................................................69
3.2 licenzia ...............................................................................................................70
Tavi III reklama ................................................................................................................. 73
1. reklamis cneba ........................................................................................................73
2. reklamis damkveTi...............................................................................................74
3. samauwyeblo reklamis saxeebi ...............................................................76
3.1 socialuri reklama...................................................................................76
3.1.1 socialuri reklamis ZiriTadi principebi..............79
3.1.2 socialuri reklamis ZiriTadi problemuri
sakiTxebi ..................................................................................................................80
3.1.2.1 socialuri reklamis damkveTi ....................................80
3.1.2.2 socialuri reklamis ganTavsebis vada .............. 81
3.2 politikuri/winasaarCevno reklama .......................................... 83
3.2.1 politikuri reklamis damkveTi ........................................... 91
3.2.2 politikuri reklamis ZiriTadi principebi...........92
3.3 komerciuli reklama ................................................................................94
3.3.1 komerciuli reklamis samarTlebrivi
mowesrigeba............................................................................................................95
3.3.1.1 reklamiT gadmocemuli informaciis Sinaarsi ..95
3.3.1.2 pirTa ganusazRvreli wre ................................................96
3.3.1.3 fizikuri/iuridiuli pirebis, saqonlis,
ideisa da wamowyebisadmi interesis formireba da
SenarCuneba, agreTve, saqonlis, ideisa da
wamowyebis realizaciis xelSewyoba...................................97
3.3.2 komerciuli reklamis saxeebi...............................................97
3.3.2.1 alkoholiani sasmelebis reklama............................97
3.3.2.2 magari spirtiani sasmelis reklama.......................98
3.3.2.3 Tambaqos nawarmis reklama ..............................................99
3.3.2.4 seqsualuri xasiaTis produqciis reklama ...99
3.3.2.5 farmacevtuli produqtis reklama.......................100
3.3.2.6 Cvil bavSvTa xelovnuri kvebis reklama .......100
3.3.2.7 iaraRis reklama........................................................................100
3.3.2.8 fasiani qaRaldebis reklama ....................................... 101
6
4. kanoniT akrZaluli reklamis saxeebi .........................................102
Tavi IV valdebulebani samauwyeblo reklamis
ganTavsebisas ...................................................................................................................... 110
1. valdebulebani `reklamis Sesaxeb~ saqarTvelos
kanonis Sesabamisad................................................................................................ 110
1.1 `reklamis Sesaxeb~ saqarTvelos kanonSi gawerili
zogadi xasiaTis normebi ............................................................................111
1.2 `reklamis Sesaxeb~ saqarTvelos kanoniT
dawesebuli specialuri xasiaTis normebi ............................. 112
1.2.1 arasaTanado reklamis ganTavsebis akrZalva...... 112
1.2.2 gamosaxulebis gamoyeneba nebarTvis gareSe........ 113
1.2.3 Zaladobis, agresiisa da qaosisken mowodebis
dauSvebloba ...................................................................................................... 113
1.2.4 reklamis gadasaxdelis diferencireba.................... 114
1.2.5 araswrulwovanTa gamosaxulebis gamoyenebis
dauSvebloba seqsualuri xasiaTis produqciis
reklamirebisas................................................................................................ 114
1.2.6 ucxo qveynidan saqarTveloSi gavrcelebuli,
moqmed kanonmdeblobasTan Seusabamo reklama............. 115
1.2.7 gansakuTrebuli uflebebis obieqti ............................ 115
1.2.8 arasrulwlovanTa uflebebi................................................ 116
1.2.9 fasiani qaRaldebis reklama ................................................ 116
1.2.10 alkoholiani sasmelebisa da Tambaqos nawarmis
reklama.................................................................................................................... 119
1.2.11 farmacevtuli xasiaTis produqciis reklama ..122
1.2.12 sabrZolo iaraRis reklama .................................................124
1.2.13 sareklamo masalis Senaxvis valdebuleba..........125
1.3 saxelmwifo kontroli reklamis sferoSi.....................125
2. reklamis ganTavsebasTan dakavSirebuli mauwyeblis
valdebulebani `mauwyeblobis Sesaxeb~ saqarTvelos
kanonis mixedviT .......................................................................................................126
2.1 socialuri reklamis ganTavsebasTan dakavSirebuli
valdebulebani ......................................................................................................127
2.1.1 mauwyeblis valdebulebani .....................................................127
7
2.1.2 sazogadoebrivi mauwyeblis (sazogadoebrivi
mauwyeblis aWaris televiziis) valdebulebani..........128
2.1.3 socialuri reklama saarCevno kampaniis
periodSi.................................................................................................................130
2.1.4 adaministraciuli organos ufleba, Seisyidos
socialuri reklamis ganTavsebis mizniT mauwyeblis
momsaxureba ......................................................................................................... 131
2.2 valdebulebani politikuri/winasaarCevno
reklamisas .................................................................................................................134
2.2.1 valdebulebani `mauwyeblobis Sesaxeb~
saqarTvelos kanonis 66-e muxlis mixedviT.....................135
2.2.2 valdebulebani saqarTvelos saarCevno kodeqsis
mixedviT ..................................................................................................................136
2.3 valdebulebani komerciuli reklamis ganTavsebisas. 145
2.3.1 saerTo wesebi........................................................................................146
2.3.2 komerciuli reklamis ganTavsebis specialuri
wesebi .........................................................................................................................147
2.3.3 komerciuli sareklamo drois Sesyidvis
dauSvebloba ...................................................................................................... 151
3. mauwyebelTa qcevis kodeqsi ...................................................................152
3.1 mauwyeblis mier reklamis eTerSi ganTavsebis
wesebi...............................................................................................................................153
3.2 saxelmZRvanelo rekomendaciebi mauwyeblis mier
reklamis ganTavsebis sakiTxTan dakavSirebiT ..................154
4. samauwyeblo reklamis ganTavsebasTan dakavSirebuli
calkeul samarTlebriv normebSi gawerili akrZalvebi ...... 156
4.1 `narkotikuli saSualebebis, fsiqotropuli
nivTierebebis, prekursorebisa da narkologiuri
daxmarebis Sesaxeb~ saqarTvelos kanoni .................................156
4.2 `notariatis Sesaxeb~ saqarTvelos kanoni.....................157
4.3 `bavSvTa bunebrivi kvebis dacvisa da xelSewyobis,
xelovnuri sakvebis moxmarebis Sesaxeb~ saqarTvelos
kanoni ..............................................................................................................................158
4.4 saqarTvelos sisxlis samarTlis kodeqsi.....................158
4.4.1 yalbi reklama ......................................................................................158
8
4.4.2 pornografiuli nawarmoebis an sxva sagnis
ukanonod damzadeba da gasaReba .................................................159
4.4.3 arasrulwlovnis Cabma pornografiuli
nawarmoebis an sxva sagnis ukanonod damzadebasa da
gasaRebaSi .............................................................................................................159
4.5 `sasaqonlo birJebisa da sabirJo vaWrobis Sesaxeb~
saqarTvelos kanoni.........................................................................................160
4.6 `saqonlis adgilwarmoSobis dasaxelebisa da
geografiuli aRniSvnis Sesaxeb~ saqarTvelos kanoni...... 160
4.7 `saavtoro da momijnave uflebebis Sesaxeb~
saqarTvelos kanoni......................................................................................... 161
4.8 `sasaqonlo niSnebis Sesaxeb~ saqarTvelos kanoni...... 162
4.9 `fasiani qaRaldebis bazris Sesaxeb~ saqarTvelos
kanoni ..............................................................................................................................163
4.10 `janmrTelobis dacvis Sesaxeb~ saqarTvelos
kanoni ..............................................................................................................................165
4.11 `wamlisa da farmacevtuli saqmianobis Sesaxeb~
saqarTvelos kanoni.........................................................................................166
Tavi V xelSekrulebis Tavisufleba sareklamo
urTierTobisas .................................................................................................................170
1. reklamis ganTavsebis Taobaze xelSekrulebis dadeba.....171
1.1 xelSekrulebis Tavisufleba (telemauwyebelze
reklamis ganTavsebis sakiTxTan mimarTebiT).......................172
1.1.1 mxareTa ufleba-movaleobani.................................................174
1.1.2 saavtoro uflebebi.........................................................................175
1.1.3 angariSsworeba.....................................................................................176
1.1.4 pasuxismgebloba .................................................................................177
1.2 xelSekrulebis Tavisuflebis SezRudva sareklamo
urTierTobisas......................................................................................................179
1.2.1 xelSekrulebis standartuli pirobebi ...................180
1.2.2 kontrahirebis iZuleba................................................................182
1.2.2.1 kontrahirebis iZuleba komerciuli
reklamisas......................................................................................................183
1.2.2.2 kontrahirebis iZuleba socialuri
reklamisas......................................................................................................186
9
1.2.2.3 kontrahirebis iZuleba
politikuri/winasaarCevno reklamisas.............................187
2. Sualeduri Sedegi ............................................................................................188
Tavi VI xelSekrulebis nimuSi (telemauwyebelze reklamis
ganTavsebis Taobaze)..................................................................................................189
Tavi VII pasuxismgebloba reklamis ganTavsebisas
Sesabamisi valdebulebis darRvevisTvis .............................................199
1. pasuxismgebloba `reklamis Sesaxeb~ saqarTvelos
kanonis mixedviT .......................................................................................................199
1.1 reklamis damkveTis, mwarmoeblisa da
gamavrceleblis pasuxismgeblobis sakiTxi ..........................199
1.1.1 reklamis damkveTis pasuxismgeblobis sakiTxi.199
1.1.2 reklamis mwarmoeblis pasuxismgeblobis sakiTxi200
1.1.3 reklamis gamavrceleblis pasuxismgeblobis
sakiTxi .....................................................................................................................201
1.2 `reklamis Sesaxeb~ saqarTvelos kanonis 21-e muxli,
rogor pasuxismgeblobis sakiTxis ZiriTadi
momwesrigebeli norma ...................................................................................201
1.2.1 pasuxismgebloba samauwyeblo reklamisTvis...... 202
1.2.1.1 maregulirebeli organo.................................................. 202
1.2.1.2 pasuxismgebloba arasaTanado reklamis
gavrcelebisTvis..................................................................................... 203
1.2.2 kontrreklama....................................................................................... 207
2. pasuxismgebloba `mauwyeblobis Sesaxeb~ saqarTvelos
kanonis mixedviT ...................................................................................................... 207
2.1 mauwyeblis angariSvaldebuleba.............................................. 207
2.2 sanqciebi da jarima ............................................................................... 208
2.2.1 sanqciebi .................................................................................................... 208
2.2.2 jarima ........................................................................................................... 211
2.2.3 licenzis moqmedebis SeCereba/gauqmeba, rogorc
mauwyeblobis uflebamosilebis ganxorcielebis
SeCereba/Sewyveta ...........................................................................................212
2.3 pasuxismgebloba socialuri reklamis eTerSi
ganuTavseblobis SemTxvevaSi................................................................214
10
2.4 pasuxismgebloba saqarTvelos saarCevno kodeqsis
safuZvelze (politikuri reklamis ganTavsebis
sakiTxTan mimarTebaSi).................................................................................215
2.5 pasuxismgebloba komerciuli reklamis ganTavsebis
SemTxvevaSi ................................................................................................................217
3. pasuxismgebloba saqarTvelos administraciul
samarTaldarRvevaTa kodeqsis mixedviT.........................................219
4. Sualeduri Sedegi ............................................................................................219
gamoyenebuli literatura...................................................................................225
11
Semoklebani
a.S. _ ase Semdeg

avt. _ avtori
gv. _ gverdi
e.w. _ egreT wodebuli
ix. _ ixileT
mqk _ mauwyebelTa qcevis kodeqsi
red. _ redaqtori
sask _ saqarTvelos administraciul samarTaldarRve-
vaTa kodeqsi
ssk _ saqarTvelos samoqalaqo kodeqsi
Sead. _ SeadareT
Aufl. _ Auflage (gamocema _ germanul enaze)
BGH – Bundesgerichtshof (germaniis federaciis uzenaesi sasa-
marTlo _ germanul enaze)
BVerfG – Bundesvefrassungsgericht (germaniis federaciis sa-
konstitucio sasamarTlo _ germanul enaze)
RdNr. _ Randnummer (velis nomeri _ germanul enaze)
S. – Saite (gverdi _ germanul enaze)
12
winaTqma
telesamauwyeblo samarTali media samarTlis erT-erTi

umniSvnelovanesi dargia. qarTul kanonmdeblobaSi tele-
samauwyeblo samarTlis momwesrigebeli normebi erTgva-
rad novaciuri xasiaTisaa, rac aseve masSi Setanil xSir
cvlilebebSi gamoixateba.1
winamdebare naSromoSi saubari iqneba erTi mxriv, mau-
wyeblis samarTlebriv institutze, mis iuridiul safuZ-
vlebze, xolo meore mxriv, reklamis mauwyebelze ganTav-
sebis samarTlebriv mowesrigebaze.
reklamis mauwyebelze ganTavseba Tanamedrove relao-
baSi yoveldRiurad xorcieldeba. Sesabamisad, umniSvne-
lovanesia rogorc reklamis damkveTma, ise, reklamis gan-
Tavsebaze pasuxismgebelma pirma 2 detalurad icodnen sa-
kuTari uflebebi da movaleobebi. amisTvis ki mniSvne-
lovania upirveles yovlisa, ganxilul iqnes `reklamis
Sesaxeb~ saqarTvelos kanoniT gaTvaliswinebuli reguli-
rebis sfero, is ZiriTadi akrZalvebi da SezRudvebi, rac
am kanonSia gawerili.
winamdebare naSromi dayofilia Svid ZiriTad Tavad,
romelSic gaerTianebulia Semdegi sakiTxebi: I Tavi daeT-
moba Teoriul sakiTxebs, romelSic ganxiluli iqneba
telemauwyeblis, reklamis, aseve am sferoSi samarTle-
brivi urTierTobebis momwesrigebeli organos _ saqarTve-
los komunikaciebis erovnuli komisiis roli da mniSvne-
loba dRevandel kanonmdeblobasa da praqtikaSi. amave
1
`mauwyeblobis Sesaxeb~ saqarTvelos kanoni saqarTvelos par-
lamentis mier miRebul iqna 2004 wlis 23 dekembers. igi saqarT-
velos sakanonmdeblo macneSi gamoqveynda 2005 wlis 18 ianvars
(dokumentis nomeri _ 5, saregistracio kodi:
450.140.000.05.001.001.632). aRniSnulis Semdeg miTiTebul kanonSi 30-
mde cvlileba Sevida. detaluri informaciisTvis ixileT sa-
qarTvelos sakanonmdeblo macnes oficialuri vebgverdi _
<www.matsne.gov.ge>.
2
Sesabamisi samarTlebrivi urTierTobis damyarebis safuZvelze.
13
TavSi zogadi saxiT Sefasebuli iqneba telesamauwyeblo
samarTlis konstituciuri safuZvlebi da 2013 wels `mau-
wyeblobis Sesaxeb~ saqarTvelos kanonSi Setanili cvli-
lebebis mcire analizi.
II TavSi ganxiluli iqneba mauwyeblis cneba, moxdeba
misi definicia, aseve, diferenciacia da mauwyeblobis gan-
xorcielebis uflebis samarTlebrivi mowesrigeba. naSro-
mis III Tavi daeTmoba reklamis samarTlebriv instituts.
aRniSnul nawilSi ganxiluli iqneba reklamis TiToeuli
saxe, romelic gawerilia saqarTvelos moqmedi kanonmdeb-
lobis mixedviT, xolo am mxriv saubari aseve Seexeba
reklamis im ZiriTad problemur saxeebs, rac dRevandel
moqmed kanonmdeblobaSi sakmaod seriozul adgils ika-
vebs.
IV TavSi saubari warimarTeba im valdebulebebze, rac
sareklamo urTierTobebisas saqarTvelos moqmedi kanonm-
deblobiTaa gawerili. masSi Sedis sxvadasxva akrZalva,
romlis daucvelobis SemTxvevaSi, saxeze iqneba moqmedi
kanonmdeblobis darRveva.
naSromis V Tavi reklamis ganTavsebisas saxelSekru-
lebo urTierTobebis rols Seexeba. kerZod, masSi saubari
iqneba xelSekrulebis Tavisuflebaze da mis SezRudvaze.
Semdgomi, VI Tavi mTlianad daeTmoba telemauwyebelze
reklamis ganTavsebis Taobaze dasadeb xelSekrulebis ni-
muSs, romlis safuZvelzec SesaZlebloba eqneba TiToeul
mauwyebelsa Tu reklamis damkveTs, momavali saxelSekru-
lebo urTierTobisas ixelmZRvanelos.
naSromis bolo, VII TavSi gansazRvruli iqneba rekla-
mis telemauwyebelze ganTavsebisas Sesabamisi darRvevis
SemTxvevaSi arsebul pasuxismgeblobaze, romlis safuZ-
velzec ganimarteba, Tu ra SemTxvevebSia SesaZlebeli
pirma, romlic CaTvlis, rom dairRva misi uflebebi, mi-
marTos sasamarTlos an saqarTvelos komunikaciebis erov-
nul komisias.
winaTqmis dasasruls minda didi madloba gadavuxado
a(a)ip _ daviT batoniSvilis samarTlis instituts, mis
14
direqtors _ baton dimitri gegenavas, zurab beJaSvilsa
da mis TiToeul TanamSromels winamdebare naSromze mu-
Saobisas gverdSi dgomisTvis. gansakuTrebuli madliere-
biT minda movixsenio batoni simon takaSvili da qalbato-
ni Tamar WaliZe, romelTac gulisyuriT Seiswavles na-
Sromi da mniSvnelovan sakiTxebze gaamaxviles yuradReba,
rac saboloo jamSi naSromis gamocemis sawindari gaxda.
aseve madlierebiT minda movixsenio a(a)ip _ samoqalaqo
sazogadoebis samarTlebrivi ganviTarebis asociaciis Ti-
Toeuli TanamSromeli, romelTac aseve didi daxmareba
gamiwies naSromze muSaobisas.
didi imedi maqvs, rom naSromi daxmarebas gauwevs media
samarTliT dainteresebul TiToeul pirs.
sergi jorbenaZe
2013 wlis 30 ivlisi, Tbilisi
15
Tavi I mcire Teoriuli eqskursi
media samarTali ar unda iqnes gagebuli, rogorc erTi

konkretuli kanoni. igi ramdenime mimarTulebas moicavs, 3
romelTa Sorisac samauwyeblo samarTals mniSvnelovani
adgili ukavia. aRniSnuli ganpirobebulia im faqtoriT,
rom `media samarTlis regulirebis sagans warmoadgens
masobrivi informaciis saSualebebis organizaciisa da
saqmianobis ZiriTadi aspeqtebi~ 4 da masSi gaerTianebulia
sxvadasxva sakanonmdeblo aqtebi.5
saqarTvelo media samarTalSi literaturiTa Tu sasa-
marTlo praqtikiT mdidari qveyana ar aris. Sesabamisad,
konkretul gadawyvetilebas, iqneba es saqarTvelos komu-
nikaciebis erovnuli komisiisa Tu saerTo sasamarTloebis,
agreTve, sakonstitucio sasamarTlosi, precedentuli
mniSvneloba aqvs. 6 mauwyeblobis sakiTxis aqtualoba gan-
pirobebulia im faqtoriTac, rom, gazeTebisgan da sxva
beWduri saSualebebisgan gansxvavebiT, mauwyeblis progra-
mebis (gadacemebis) miwodeba mosaxleobisTvis bevrad
ufro martivia. amasTan, mayureblisTvis informaciis miRe-
ba ufro metad aRqmadi xasiaTisaa. miuxedavad amisa, mau-
wyeblis marTva, funqcionireba da samarTlebrivi mowesri-
geba sxva media saSualebebTan SedarebiT, ufro rTulia.7
3
Enders T., Beratung im Uhreber- und Medienrecht, Anwaltspraxis, 4. Auflage, Deut-
scherAnwaltVerlag, 2008, 323 (SemdgomSi _ Enders T., Beratung im Uhreber- und
Medienrecht, gv.).
4
alfaiZe T., media samarTali, gamomcemloba `poligrad Tbili-
si~, Tbilisi, 2008, 19 _ (SemdgomSi _ alfaiZe T., media samarTali,
gv.).
5
Löffer M., Ricker R., Handbuch des Presserechts, 4. Auflage, Verlag C. H. Beck,
München, 2000, 1 (SemdgomSi _ Löffer M., Ricker R., Handbuch des Presserechts,
gv.).
6
ix., magaliTad, BGH, Urteil vom 26.09.2003 _ V ZR 50/03.
7
Sead. BverfG, 28.02.1961, 2 BVG 1, 2/60.
16
reklama 8 informaciis gavrcelebisa da adamianebis
darwmunebis saukeTeso saSualebaa, romelic presis, mau-
wyeblis an sxva saSualebiT vrceldeba. reklamis damzade-
bas specifiuri codna sWirdeba, rac ara mxolod teqnikur
sakiTxebTan, 9 aramed reklamirebadi produqtis imgvarad
warmoCenasTanaa dakavSirebuli, rom momxmarebelma arCeva-
ni swored am ukanasknelze gaakeTos.
reklamas garkveuli Tavisebureba gaaCnia, rac mis Si-
naarsobriv mxares ukavSirdeba, sadac, upirveles yovlisa,
sareklamo rgolis mizani unda ganisazRvros. 10 mizno-
briobis principidan gamomdinare, SesaZlebelia reklamam
popularoba moutanos produqcias an sxva saqonels (mom-
saxurebas), xolo, Tu miznobrioba ar aris sworad gan-
sazRvruli, SesaZlebelia sareklamo rgolma, rekla-
mirebad saqonels (momsaxurebas) an konkurent kompanias
ziani miayenos.11
saqarTvelos konstituciiT ikrZaleba monopoliuri
saqmianoba, 12 rac brunvis monawileTa uflebebis iseT gan-
sazRvras gulisxmobs, romelic misi monawile orive mxa-
risTvis misaRebi iqneba. 13 monopoliuri saqmianobis akr-
ZalviT saxelmwifo xels uwyobs Tavisufal konkurencias,
xolo `Tavisufali konkurencia organuladaa dakavSire-
8
reklamis definiciis Sesaxeb ixileT: jorbenaZe s., inteleqtu-
aluri sakuTrebis ganmartebiTi leqsikoni, Tbilisi, 1998, 247 _
reklama.
9
magaliTad, gadaReba, damontaJeba da sxv.
10
CarTolani g., tele-radio Jurnalistika, nawili I, teleJurna-
listika, saxelmZRvanelo, Tbilisi, 2008, 221 (SemdgomSi _ Car-
Tolani g., tele-radio Jurnalistika, gv.)
11
gugeSaSvili g., gudvili, rogorc inteleqtualuri sakuTrebis
obieqti da misi adgili konkurentul urTierTobebSi, daviT ba-
toniSvilis samarTlis instituti, Tbilisi, 2013, 29 (SemdgomSi _
gugeSaSvili g., gudvili, gv.).
12
ix., saqarTvelos konstituciis 30-e muxlis me-2 punqti.
13
Sead., zoiZe b., sakonstitucio kontroli da RirebulebaTa we-
srigi saqarTveloSi, GTZ, Tbilisi, 2007, 16 (SemdgomSi _ zoiZe b.,
sakonstitucio kontroli da RirebulebaTa wesrigi saqarTve-
loSi, gv.).
17
buli mewarmeobis TavisuflebasTan~. 14 amasTan, mewarmeobis
Tavisufleba momxmarebelTa mxridan arCevanis gakeTebis
Tavisuflebas uwyobs xels. aRniSnuli faqtorebis gaTva-
liswinebiT, reklamis mniSvneloba Tanamedrove bazarze
kidev ufro metad ikveTeba. Tavisufali konkurenciis far-
glebSi erTi produqtis mwarmoebel or sxvadasxva kompa-
nias aqvs SesaZlebloba, erTsa da imave dros ganaTavson
reklama telemauwyebelze, xolo samauwyeblo badeSi misi
ganTavseba aramxolod reklamis damkveTis, aramed mau-
wyeblis mxridan (keTilsindisieri) konkurenciis pirobeb-
Si, sakuTari poziciis gamyarebas15 uwyobs xels.16
reklamis definiciis srulyofili ganmarteba, Sesaba-
misi magaliTis miTiTebis gareSe, TiTqmis SeuZlebelia. 17
yoveli konkretuli magaliTi Sesabamisad specifiuria.
zog SemTxvevaSi daismis kiTxva, Tu mauwyeblis romeli
saqmianoba Seicavs reklamis niSnebs da ramdenadaa mauwyeb-
lis mier gaSvebuli programa reklamis principebis Semc-
veli.18
winamdebare naSromSi saubari iqneba telemauwyeblis
mier gavrcelebul reklamaze da mis samarTlebriv mowe-
srigebaze.
reklamis ganTavsebis Taobaze samarTlebrivi urTier-
Toba kerZosamarTlebrivi urTierTobis saxes warmoadgens,
14
saqarTvelos sakonstitucio sasamarTlos 2008 wlis 19 dekem-
bris #1/2/411 gadawyvetileba saqmeze Sps `rusenergoservisi~, Sps
`patara kaxi~, ss `gorgota~, givi abalakis individualuri sawar-
mo `fermeri~ da Sps ènergia~ saqarTvelos parlamentisa da sa-
qarTvelos energetikis saministros winaaRmdeg.
15
magaliTad, reitingSi, romelsac adgenen specialurad momuSave
kompaniebi da romelic aisaxeba mauwyebelze reklamis ganTavse-
bis odenobaze.
16
Schneider H.-P., Werbung im öffentlich-rechtlichen Rundfunk, Moeglichkeiten und
Grenzen nach deutscherm und eurpaeischem Recht, 1. Auflage, Nomos Verlagsgesel-
schaft, Baden-Baden, 2010, 23 (SemdgomSi _ Schneider H.-P., Werbung im öffen-
tlich-rechtlichen Rundfunk, gv.).
17
Sead. Blaue A., Werbung wird Programm, 1. Auflage, Nomos Verlagsgesellschaft,
Baden-Baden, 2011, 75.
18
iqve.
18
romelsac garkveuli kanonismieri da saxelSekrulebo 19
SezRudvebi axasiaTebs.
reklamis saSualebiT SesaZlebelia farTo sazogadoe-
bas informacia konkretuli momsaxurebis an saqonlis Se-
saxeb miewodos, rasac SemdgomSi am produqtis populari-
zeba mohyveba. 20 Tavis mxriv, popularobas kargi sareklamo
rgoli gansazRvravs, xolo Tanamedrove epoqaSi, kargi
sareklamo rgolis Seqmna, samomxmareblo mniSvnelobis
garda, mxatvrul Rirebulebasac iZens.21
winamdebare naSromSi ganxiluli iqneba telemauwye-
belze reklamis ganTavsebis zogadi samarTlebrivi prin-
cipebi. 22 amasTan, amave naSromSi msjeloba reklamis gan-
Tavsebis yvela im samarTlebriv sakiTxze iqneba, romelic
mniSvnelovania mxareTa mier Sesabamisi samarTlebrivi
urTierTobis dasamyareblad.
1. telemauwyebloba da reklama
Tanamedrove realobaSi
ukanasknel periodSi uamravi mniSvnelovani teqnikuri

cvlileba ganxorcielda, romelmac globalizaciis pro-
cesis daCqarebas Seuwyo xeli. 23 aRniSnulis safuZvelze
Seiqmna erTgvarad xelSesaxebi realoba, romelic upir-
veles yovlisa, internetisa da mauwyeblobis saSualebi-
Taa xelmisawvdomi.24
19
saxelSekrulebo SezRudva arsebobs im SemTxvevaSi, Tu mxare-
Ta mier reklamis ganTavsebis Taobaze dadebulia xelSekruleba.
praqtikidan gamomdinare, saxelSekrulebo SezRudva ar axasia-
Tebs, magaliTad, sociaur, aseve _ ufaso politikur reklamas.
20
magaliTad, wignis gayidvas, romelsac kargad dagegmili sa-
reklamo kampania uZRvoda win, SeiZleba gaxdes e.w. `bestseleri~.
21
CarTolani g., tele-radio Jurnalistika, 224.
22
aRniSnuli principebi politikur/winasaarCevno reklamas ar
exeba.
23
Удовик С. Л. Глобализация, семиотические подходы, Изд-во `Рефл-Бук~,
`Ваклер~, Москва, 2002, 216.
24
Sead., Sengelia T., globaluri biznesi, 2010, 46.
19
telemauwyebloba Tanamedrove kacobriobis ganviTare-
bis erT-erT yvelaze mniSvnelovan instituts warmoadgens,
romliTac adamians SesaZlebloba mieca, saxlidan gaus-
vlelad msoflioSi ganviTarebul movlenebsa da nebis-
mier, axal informacias gaecnos. telemauwyebloba iseve,
rogorc sazogadoebrivi cxovrebisTvis nebismieri sxva
sfero, etapobrivad ganviTarda 25 da, saboloo jamSi, Tana-
medrove epoqaSi mowinave adgili daikava. Sedegad, tele-
samauwyeblo reklamis mniSvnelobac gaizrda. dRevandel
realobaSi warmatebuli biznesi reklamis gareSe TiTqmis
warmoudgenelia. Tavis mxriv, Tu reklamis damkveTi pro-
duqciis reklamirebas axorcielebs, moipovebs masze gud-
vils.26/27
reklamis ganTavseba marketingis 28 specialuri meTode-
bis29 gamoyenebis erT-erTi saxea. TiToeul telemauwyebels
gaaCnia marketingis departamenti (samsaxuri), romlis
25
telemauwyeblobis Sesaxeb mokle istoria, aseve saqarTveloSi
misi ganviTarebis etapebis Sesaxeb, ixileT saqarTvelos komuni-
kaciebis erovnuli komisiis vebgverdze:
<http://gncc.ge/index.php?lang_id=GEO&sec_id=50051&info_id=9644>.
26
gudvili _ prestiJi, reputacia, keTilganwyoba, kavSirebi da
sxva aqtivebi, romlebic araxelSesaxebi Rirebulebis Sefasebas
warmoadgens da romlebsac damoukidebeli sabazro Rirebuleba
ar gaaCnia. sasaqonlo niSani warmoadgens `gudvilis~ nawils _
ix., jorbenaZe s., inteleqtualuri sakuTrebis gamartebiTi leq-
sikoni, Tbilisi, 1998, 71.
27
gugeSaSvili g., gudvili, 26.
28
ix. jorbenaZe s., inteleqtualuri sakuTrebis ganmartebiTi
leqsikoni, Tbilisi, 1998, 159; _ marketingi _ dinamiuri sistema,
romelic uzrunvelyofs sawarmos an firmis saqmianobis marTvis
sabazro orientacias. mxedvelobaSi iRebs momxmareblis realur
moTxovnasa da sawarmos SesaZleblobebs, awarmoos da gaasaRos
produqcia, rac sawarmos saSualebas aZlevs, miiRos maqsimaluri
mogeba drois xangrZliv periodSi.
29
ix. iqve. marketingis specialuri meTodebi _ gasaRebis stimu-
lireba, romelic warmoadgens saqonlis an momsaxurebis reali-
zaciis gazrdisken mimarTul RonisZiebas da romlis erT-erTi
magaliTia sareklamo kampania.
20
mniSvnelovan funqcias (sxva funqciebTan erTad) reklamis
sakiTxis mowesrigeba warmoadgens.30
telemauwyebelze reklamis ganTavsebisas aucileblad
gamoyenebul unda iqnes marketingis orive ZiriTadi mimar-
Tuleba, 31 vinaidan warmatebuli marketingi winaswar dageg-
mili moqmedebebis ganxorcielebis Sedegad miRebuli Se-
degiT ganisazRvreba, 32 xolo warmatebuli marketingi ma-
Sinaa saxeze, rodesac sworad xdeba bazrisa da momxmare-
belTa moTxovnilebis Seswavla.33
telemauwyebelze gansaTavsebeli reklama, rogorc we-
si, yvelaze ZviradRirebulia e.w. `praim-taimis~ periodSi.
marTalia, internetma garkveuli saxiT Seasusta misi
mniSvneloba, 34 magram mauwyebelze reklamis ganTavseba am
dros mainc yvelaze ufro xelsayrelia.
metad mniSvnelovania reklamis damkveTis mier im mau-
wyeblis arCeva, romelic mis reklamas ganaTavsebs. aseT
SemTxvevaSi reklamis damkveTisTvis mniSvnelovania imis
garkveva, Tu ra bazari aqvs aTvisebuli mauwyebels da ro-
mel adgils ikavebs is reitingSi. amisTvis calke kompa-
niebi muSaoben, romlebic bazarze mauwyeblis konkurentu-
narianobas, mis reitingul mdgomareobas iTvlian. maT mier
30
ar igulisxmeba sakiTxis samarTlebrivi saxiT regulireba,
raSic Sedis angariSsworebis ganxorcieleba, xelSekrulebis
dadeba da sxv.
31
saqonelze (momsaxurebaze) orientirebuli da momxmarebelze
orientirebuli _ ix., Todua n., mRebriSvili b., marketingis sa-
fuZvlebi, Tbilisi, 2009, 34 (SemdgomSi _ Todua n., mRebriSvili
b., marketingis safuZvlebi, gv.)
32
Kotler P., Keller K. L., Marketing Management, 14. Global Edition, Parson Educa-
tion Limited, 2012, 25.
33
Sead. macaberiZe m., politikuri marketingis safuZvlebi, fondi
Ria sazogadoeba saqarTvelo, socialur mecnierebaTa seria, ga-
momcemloba `mecniereba~, Tbilisi, 2003, 7.
34
ix., dvaliSvili T., asaTiani s., axali media JurnalistebisTvis,
tranzins onlainis gamomcemloba, 4 _
<http://www.scribd.com>.
21
informaciis Sedgena ekonometriisa 35 Tu sxva teqnikuri
saSualebebis statistikis SedgeniT xorcieldeba.
garda aRniSnulisa, reklamis damkveTis gadasawyvetia,
Tu dRis ra monakveTSi moindomebs igi telemauwyebelze
reklamis ganTavsebas. dRis yvela monakveTSi reklamis
ganTavseba ar aris erTnairi Rirebulebis mqone _ yvelaze
yurebad periodSi misi sajaro gadacema garkveulwilad
uzrunvelyofs reklamirebadi saqonlis popularobas. am
mxriv mniSvnelovania momxmarebelTa dainterebis gaTva-
liswineba konkretuli satelevizio programisadmi, rom-
lis mimdinareobisas SesaZlebeli iqneba reklamis ganTav-
seba. magaliTad, sportuli gadacemisas ludis reklama,
romelSic monawile gmirebs acviaT sportuli formebi da
gulSematkivroben sakuTar gunds; aseve, SemecnebiTi gada-
cemisas gaSvebuli turistuli kompaniis reklama, romel-
Sic naCvenebia is adgilebi, sadac damsvenebels SeeZleba
Svebulebis (Tavisufali drois) gatareba. am mxriv mniSv-
nelovania konkretuli programis principebsa da formaze
morgebuli sareklamo rgolis Sesabamis dros ganTavseba.36
marTalia, reklama informaciis gavrcelebis yvelaze
momgebian saSualebas warmoadgens, magram misi ganTavsebi-
sas kanonmdeblobiT garkveuli SezRudvebia gaTvaliswine-
buli. reklamis ganTavsebis Taobaze akrZalvebi msoflios
yvela qveyanaSi 37 moqmedebs. regulaciaTa umetesi nawili
SemuSavebulia reklamis 38 subieqturi aRqmis 39 Sedegis mix-
35
ekonometria _ ix., ucxoenovani literatura. magaliTad, von Auer
L., Ökonometrie, Eine Einführung, Fünfte, überarbeitete und erweiterte Auflage, Hei-
delberg, 2011, 3 _ ekonometriis ganmarteba _ `Die Ökonmetrie analysiert
anhand von beobachtbaren Daten (ökonomische Realität) ökonomische Wirkungszu-
sammenhänge (ökonomische Theorie). Dabei greift sie auf Methoden zurück, die in
der statistischen Theorie entwickelt wurden~.
36
37
saubaria msoflios mxolod im qveynebze, sadac reklamis gan-
Tavsebis sakiTxi kanonmdeblobiT wesrigdeba.
38
sareklamo rgoli.
39
subieqturi aRqma warmoadgens cnobierebas imis Taobaze, Tu ra
Tvisebebi gaaCnia garkveul sagans. subieqturi aRqmis saSualebiT
22
edviT, Tumca sxvadasxva qveynebSi subieqturi aRqma
gansxvavebulia, rac ekonomikuri, eTnikuri, religiuri, 40
asakobrivi, sqesobrivi da sxva faqtorebiT ganisazRvreba.41
reklamis subieqturi aRqma SeiZleba rogorc negatiuri
(uaryofiTi), ise dadebiTi saxis iyos. TiToeuli SemTxveva
damokidebulia imaze, Tu pirovneba rogor aris ganwyo-
bili aRsaqmelis mimarT.42
Tanamedrove msoflioSi, globalizaciis pirobebis
gaTvaliswinebiT, uaryofiTia aRqma, Tu qveyanaSi ekonomi-
kurad krizisuli situaciaa, Tumca uaryofiTi aRqma imas
ar niSnavs, rom reklama ar unda iqnes mauwyeblis saSua-
lebiT gadacemuli. misi erTaderTi da, SeiZleba iTqvas,
yvelaze damabrkolebeli faqtori ZviradRirebuli (igu-
lisxmeba reklama, romlis gadacemac uaryofiT aRqmas ga-
SesaZlebelia gadmovceT STabeWdilebebi sagnis Taobaze; ix., qi-

ria g., aRqmis fsiqologia, Tbilisi, 2003, 7.
40
religiuri aspeqtebi sareklamo urTierTobisas sakmaod mniSv-
nelovani sakiTxia. yvela religias aqvs Tavisi damaxasiaTebeli
Tu ganmasxvavebeli niSnebi, romlebis safuZvelzec raimes aRqma,
gagema sxvadasxvagvarad xdeba. asea reklamis SemTxvevaSic, is,
rac erTi, konkretuli religiisTvis SeiZleba misaRebi iyos, Se-
saZlebelia sxva religiisTvis absoluturad miuRebeli aR-
moCndes. media samarTalSi (sareklamo rgolSi) religiuri sa-
kiTxis Taobaze ix.
<http://www.rpi-loccum.de/wettbewerbe/jugend/beitr/werbung.html>.
41
am SemTxvevaSi negatiuri aRqmis kuTxiT sareklamo rgolis
momzadeba gaTvlilia uSualod im qveynis moralur principebze,
sadac unda gadaices igi. magaliTad, avstraliaSi gadaRebulma
reklamam SesaZlebelia saqarTvelos teritoriaze igive saxis
efeqti ar gamoiwvios. aRniSnulis mizezi ki iqneba is, rom av-
straliaSi damkvidrebulia saqarTvelosgan gansxvavebuli kul-
tura. sapirispiro kuTxiT rom SevxedoT sakiTxs, magaliTad To-
nis puris reklamisas Tonis farTo kadriT Cvenebam SesaZlebelia
qarTvel mayurebelSi dadebiTi aRqma gamoiwvios, rac SemdgomSi
am momsaxurebis an saqonlis gayidvis winapiroba gaxdeba. aseTive
reklama avstraliis teritoriaze mosaxleobisTvis absolutu-
rad gaugebari iqneba, vinaidan maT ar ician is qarTuli tradi-
cia, rasac puris ToneSi gamocxoba hqvia.
42
naTaZe r., zogadi fsiqologia, Tbilisis universitetis gamom-
cemloba, Tbilisi, 1977, 176.
23
moiwvevs mosaxleobaSi) saqonlis an momsaxurebis reklami-
reba iqneba.43
konkretuli sareklamo rgolis kritika rTulia, Tum-
ca advilia imis SemCneva, Tu reklama ramdenad dabali xa-
risxisaa. aseTi saxis reklama mosaxleobaSi uaryofiT
emocias ar gamoiwvevs, Tumca Sedegi reklamis damkveTisT-
vis aseve arasasurveli dadgeba _ ar moxdeba saqon-
lis/momsaxurebis popularizacia. Tavis mxriv, es uaryofi-
Tad imoqmedebs produqtis gayidvaze, vinaidan produqti
mxolod maSinaa gayidvadi, Tu igi sazogadoebisTvis cno-
bili (popularuli) gaxdeba.44
Tavdapirvelad kapitalistur qveynebSi miiCnevdnen, rom
reklama momxmareblis mxridan uaryofiTad aRiqmeboda.
aRniSnuli ganpirobebuli iyo im informaciuli Tu teqni-
kuri saSualebebis simciriT, rac dRevandel pirobebSi
aseT did rols TamaSobs. 45 informaciuli teqnologiebis
ganviTarebam sareklamo urTierTobebis sakanonmdeblo do-
neze mowesrigebas Seuwyo xeli.
dRevandeli konkurenciis pirobebSi reklamis samar-
Tlebrivi mowesrigieba umniSvnelovanes adgils ikavebs. es
gansakuTrebiT reklamis Sinaarsobriv mxares exeba, 46 vi-
naidan reklama, aris Setyobineba, 47 romelic adresatamde
midis da zemoqmedebs masze.48
43
magaliTad, saqarTveloSi, romelic ar warmoadgens ekonomiku-
rad mdgrad saxelmwifos, mosaxleobaSi SesaZlebelia Zvirfasi
nivTebis reklamam uaryofiTi emocia gamoiwvios.
44
Schneider H.-P., Werbung im öffentlich-rechtlichen Rundfunk, 23.
45
magaliTad, socialuri qseli Facebook, aseve, cnobili internet
vebgverdi _ Youtube da sxv.
46
Tundac socialuri an politikuri reklamis SemTxvevaSi. orive
maTganis Sinaarsze pasuxismgebloba mauwyebels ar ekisreba,
Tumca es ar niSnavs imas, rom CamoTvlili reklamis saxeebis
gadacema nebismieri saSualebiTaa SesaZlebeli.
47
Барт Р. – «Рекламное Сообщение», В кн. Система моды статьи по
семиотике культури. М. Изд. Им. Сабашниковых. Москва, 2003, 410 – 415.
48
aRZravs saqonlis yidvis survils, momsaxurebis miRebis sur-
vils, rac Semdgom aseTi qmedebis ganxorcielebaSi gamoixateba.
24
mraval qveyanaSi da maT Soris, aSS-Si Seqmnilia komi-
siebi, 49 romlebsac sareklamo interesis kontroli evale-
baT. komisiebi zRudaven reklamis SinaarsSi iseTi infor-
maciis arsebobas, romelic, erTi mxriv, atyuebs da abnevs
momxmarebels, xolo, meore mxriv, arakeTilsindisier kon-
kurencias qmnis. isini, aseve, krZalaven e.w. `25-e kadris
efeqts~, e.w. `Product Placement-s~, rac kinos siuJetSi rekla-
mis an `brendis~ Casmas gulisxmobs, SedarebiT reklamas
(sxva `brendis~ saqonelTan Sedarebas ise, rom Candes im
sxva `brendis~ gamosaxuleba) da sxv.
sareklamo rgolis perioduloba Tanamedrove praqti-
kaSi ar aris xangrZlivi. aRniSnuli gamowveulia mauwye-
belze Sesabamisi Tanxis gadaxdiT, radgan reklamis damk-
veTs sakmaod didi Tanxis gaReba uwevs. Tavis mxriv, sarek-
lamo drois xangrZlivoba pirdapiraa damokidebuli mis
aRqmaze. àRqma aris procesTa rigi, romelTa dros in-
formacia erTiandeba sensorul xatSi da interpretirdeba
gare samyaros sagnebidan da movnelebidan warmoebuli in-
formaciis saxiT~. 50 Sesabamisad, Tu sareklamo rgolis
xangrZlivoba didi periodulobiT gagrZeldeboda, ada-
mians ar gauWirdeboda misi yvela detalis aRqma da gaa-
zreba. im procesidan, rac sareklamo rgolis mimdina-
reobisas iqneboda xilvadi, adamians daamaxsovrdeboda
erTi konkretuli detali, romelic momavalSi mTliani
reklamis aRqmis SesaZleblobas gamoiwvevda. xangrZlivi
sareklamo rgolis SemTxvevaSi ar moqmedebs is stereoti-
puli Sexeduleba, rogoricaa, magaliTad, `maRali fasi
maRal xarisxs Seesatyviseba~.
calke ganxilvis Temaa is samarTlebrivi mowesrigeba,
rac sareklamo urTierTobisTvisaa damaxasiaTebeli. am
mxriv mniSvnelovania konstituciursamarTlebrivi winapi-
49
Уэллс У. , Бернет Дж. , Мориарти С. – «Глава 2. Реклама и общество:
этика и правовое регулирование». В кн. Рек лама теория и практика, СПБ,
Изд. «ПИТЕР», Москва, 1999, 67 – 99.
50
kakiaSvili m., kognituri fsiqologia, Tbilisi, 2010, 71.
25
robebis gansazRvra, romelic sareklamo urTierTobis da-
myarebis sakiTxs safuZvlad udevs.
TiToeul pirs konstituciis safuZvelze gamoxatvis
Tavisufleba aqvs miniWebuli. 51 `gamoxatvis Tavisuflebis
ufleba demokratiuli sazogadoebis, misi srulfasovani
ganviTarebis erT-erTi aucilebeli winapirobaa. azrisa da
informaciis Seuferxebeli gavrceleba uzrunvelyofs Sex-
edulebaTa mravalferovnebas, xels uwyobs sazogadoe-
bisTvis mniSvnelovan sakiTxebze sajaro da informirebul
msjelobas, SesaZlebels xdis sazogadoebis cxovrebaSi
sazogadoebis TiToeuli wevris CarTulobas~. 52 Sesabami-
sad, reklamis ganTavsebiT gamoxatvis Tavisuflebis uf-
lebiT sargeblobs rogorc reklamis damkveTi, ise mauwye-
beli, vinaidan orive maTgani sargebels Rebulobs.
zogadad, mediis Tavisufleba da media samarTlis gan-
viTareba demokratiis princips warmoadgens, 53 rac rekla-
mis samarTlebriv mowesrigebaSi, rogorc gamoxatvis Tavi-
suflebaSi aisaxeba. 54 sazogadoebis mier garkveul sa-
kiTxze Sexedulebis Camoyalibebze media did rols Tama-
Sobs. àrsebobs mosazreba, rom media azrovnebis, Sexedu-
lebebis da tendeciebis normebs ayalibebs~.55
51
saqarTvelos sakonstitucio sasamarTlos 2011 wlis 18 aprilis
#2/482,483,487,502 gadawyvetileba saqmeze moqalaqeTa politikuri
gaerTianeba `moZraoba erTiani saqarTvelosTvis~, moqalaqeTa
politikuri gaerTianeba `saqarTvelos konservatiuli partia~,
saqarTvelos moqalaqeebi: zviad ZiZiguri, kaxa kukava, daCi cagu-
ria, jaba jiSkariani, saqarTvelos axalgazrda iuristTa aso-
ciacia, saqarTvelos saxalxo damcveli saqarTvelos parlamen-
tis winaaRmdeg.
52
saqarTvelos sakonstitucio sasamarTlos 2012 wlis 11 apri-
lis #1/1/468 gadawyvetileba saqmeze saqarTvelos saxalxo damc-
veli saqarTvelos parlamentis winaaRmdeg.
53
Fechner F., Medienrecht, 13 . Auflage, Mohr Siebeck, Tübingen, 2012, 14 (Semd-
gomSi _ Fechner F., Medienrecht, gv.)
54
iqve, 34.
55
osefaSvili d., comaia T., qajaia n., sirbilaZe T., kobaiZe m.,
javaxiSvili m., tabataZe m., JiJilaSvili n. (mTavari red.), aiv in-
feqciisa da narkotikis moxmarebasTan dakavSirebuli sakiTxebis
26
reklamis ganTavsebisas mniSvnelovani sakiTxi sityvisa
da gamoxatvis Tavisuflebis dacvaa. arsebobs mosazreba,
romelic amtkicebs, rom sareklamo sferoSi sityvis Tavi-
suflebaze zegavlenas raime saxis SezRudva axdens.56 amave
mosazrebis mixedviT, damoukideblobisa da miukerZoeblo-
bis Sansi mxolod im mauwyebels gaaCnia, romelic saku-
Tari sareklamo SemosavlebiT arsebobs. 57 am mosazrebaSi
garkveuli logika aris, magram igi ar SeiZleba mTlianad
iqnes gaziarebuli. amis dasturad ki SesaZlebelia im mau-
wyebelTa saqmianoba moviyvanoT, romelic 2012 wlis 1 oq-
tombris arCevnebamde reklamis naklebobiT namdvilad ar
gamoirCeoda, Tumca mainc ar iyo damoukidebeli da miu-
kreZoebeli. aqedan gamomdinare, SesaZlebelia uaryofil
iqnes is mosazreba, TiTqos mauwyebels, romelsac soli-
duri sareklamo Semosavali gaaCnia, miukerZoebelia.
sityvisa da gamoxatvis Tavisufleba ramdenime mecnie-
rebas aerTianebs: iurisprudencias, fsiqologias, Jurna-
listikas da sxv., 58 Tumca TiToeul maTganSi igi ar moia-
zreba, rogorc absoluturi ufleba. aRniSnuli ise ar
unda iqnes gagebuli, TiTqos misi SezRudva daSvebelia
politikuri motivebiT. 59 aseTi saxis SezRudva mxolod
gaSuqeba mediaSi, saxelmZRvanelo, Tbilisi, 2012, 35 _

<http://iuristebi.files.wordpress.com/2012/12/e18390e18398e18395-
e18398e1839ce183a4e18394e183a5e183aae18398e18394e18391e18398e183a1e1839
0-e18393e18390-e1839ce18390e183a0e18399.pdf>.
56
ix., adeiSvili z., media da kanoni, Tavisuflebis instituti,
Tbilisi, 2004, 85.
57
ix., iqve.
58
Sead. RuWaSvili z., sityvis Tavisuflebis zneobrivi da iuri-
diuli safuZvlebi, gamomcemloba ùniversali~, Tbilisi, 2004, 67.
59
politikuri motivebiT gamoxatvis Tavisuflebis SezRudvaSi
igulisxmeba erTpirovnuli, subieqturi gadawyvetileba, romlis
safuZvelzec politikuri partia an mmarTveli jgufi uxeSad
laxavs piris uflebas. am SemTxvevaSi mniSvnelovania ganvasxva-
voT erTmaneTisgan gamoxatvis Tavisuflebis Selaxva da SezRud-
va. SezRudva TavisTavad dasaSvebia, uflebis Sinaarsidan gamom-
dinare, Tumca es unda moxdes kanonis farglebSi.
27
maSinaa SesaZlebeli, Tu igi ar warmoadgens kanonsawi-
naaRmdego moqmedebas.60
sityvisa da gamoxatvis Tavisuflebis SezRudva dasaS-
vebia, Tu igi sxva pirTa uflebebisa da interesis dacvas
emsaxureba.61 magaliTad, im SemTxvevaSi Tu mauwyeblis mier
gadacemuli programa zians ayenebs sxva pirTa uflebebs,
maSin SeiZleba swored am ukanasknels mieniWos upirateso-
ba da Sesabamisad aseTi ufleba SeizRudos.62
telesamauwyeblo samarTali xels uwyobs mauwyeblebs,
Seqmnan Tavisufali, konkurentunariani garemo. 63 Tavisu-
fali garemos Seqmna SeuZlebelia, Tu daculi ar iqneba
gamoxatvis Tavisuflebis sakiTxi. amas aRniSnavs saqarTve-
los sakonstitucio sasamarTlo satelekomunikacio sa-
marTalSi miRebul mniSvnelovan gadawyvetilebaSi, 64 rode-
sac ganmartavs, rom gamoxatvis Tavisuflebis ufleba de-
mokratiuli sazogadoebis arsebobisa da misi srulfaso-
vani ganviTarebis erT-erTi aucilebeli winapirobaa. am
mxriv, sakonstitucio sasamarTlo sakonstitucio makon-
troleblis rols 65 TamaSobs sakiTxis ganviTarebasa da
60
saqarTveloSi ar momxdara aseTi precedenti. magaliTad, dava,
antimonopoliur samsaxursa da telekompania `rusTavi 2-s~ So-
ris, romlis drosac, telemauwyebels gamoxatvis Tavisufleba
Seelaxa reklamis gaSvebisTvis. aRniSnul sakiTxze sasamarTlos
kritika ix., ramiSvili l., kinwuraSvili T., kotetiSvili i., ga-
moxatvis Tavisufleba, Tavisuflebis instituti, Tbilisi, 2005,
187-189.
61
Sead., magaliTad, saqme `herteli Sveicariis winaaRmdeg~ (Hertel
v. Switzerlad) _ adamianis uflebaTa evropuli sasamarTlos 2002
wlis 17 ianvris ganCineba, ganacxadi #53440/99 _ xelmisawvdomia:
adamianis uflebaTa evropuli samarTali, ganCinebaTa da gadawy-
vetilebaTa mimoxilva, Semdgeneli _ gociriZe e., redaqtori _
kemularia k., Tbilisi, 2005, 39.
62
Sead. BverfG, 15.06.1973, 536/72.
63
Sead., Fechner F., Medienrecht, 379.
64
saqarTvelos sakonstitucio sasamarTlos 2012 wlis 11 aprilis
#1/1/468 gadawyvetileba saqmeze saqarTvelos saxalxo damcveli
saqarTvelos parlamentis winaaRmdeg.
65
sakonstitucio marTlmsajulebis, rogorc sakonstitucio kon-
trolis erT-erT saxeze ix., gegenava d., sakonstitucio
28
problemis sworad gadaWraSi, romelsac mniSvnelovani
gavlena gaaCnia sakanonmdeblo tendeciebsa da konstitu-
ciis Sinaarsis ganmartebaze.66
garda konstituciuri normebis sareklamo urTierTo-
baSi gamoyenebisa, mniSvnelovania ganxilul iqnes aseve
uSualod samarTlebrivi urTierTobisas warmoSobili
problemis gadaWris sakiTxi. magaliTad, im SemTxvevaSi,
Tu reklamis damkveTi Selaxavs sxva piris uflebebs, war-
moiqmneba informaciuli da instituciuri konfliqti.67
konfliqti sazogadoebis TiTqmis yvela sferoSi arse-
bobs 68 da uSualod sazogadoeba cdilobs Semdgom mis
mogvarebas. sareklamo urTierTobebisas konfliqtis, anu
kanondarRvevis faqtis regulireba xdeba saqarTvelos ko-
marTlmsajuleba saqarTveloSi: samarTalwarmoebis ZiriTadi

sistemuri problemebi, daviT batoniSvilis samarTlis institu-
ti, Tbilisi, 2012, 11-40.
66
Saio a., xelisuflebis TviTSezRudva, konstituci-onalizmis
Sesavali, marina maisuraZis Targmani, Tevdore niniZis redaqto-
robiT, gamomcemloba `sezani~, Tbilisi, 2003, 120.
67
informaciuli konfliqti _ ìnformaciis simcire/siWarbesTan
dakavSirebuli konfliqti, romelic gaugebrobis da davis mizezi
xdeba. informaciis damaxinjeba, gaugebroba an siWarbe konfliq-
tis eskalaciis safuZvelia. es TavisTavad gulisxmobs mxareTa
gaurkvevlobas, radgan maT sxvadasxva sainformacio wyarosTan
aqvT Sexeba. informaciuli konfliqtis mogvareba xorcieldeba
informaciis sajaroobis da xelmisawvdomobis pirobebSi~.
instituciuri konfliqti _ `ZiriTadad ukavSirdeba wesebs, kano-
nebs, normebs, romelic sazogadoebis yvela sferoSia gavrcele-
buli. rodesac instituciuri konfliqti ar arsebobs, maSin sta-
biluri situaciaa, xolo maRali intensivobis SemTxvevaSi misi
gadaWra did materialur, fizikur, inteleqtualur resursebs
iTxovs. konfliqtis gadawyveta SesaZlebelia im SemTxvevaSi, Tu
sxvadasxva struqturul erTeulebs Soris SeTanxmebebi ucvle-
lia da sakiTxebi sajarod ganixileba, raTa SeTanxmeba iqnes
miRweuli~.
ix. jorbenaZe r., mediacia, Tbilisi, 2012, 7.
68
ix., iqve, 5.
29
munikaciebis erovnuli komisiis mier, 69 romelic mauwye-
bels70 kanonis darRvevisTvis garkveul sanqciebs akisrebs.
winamdebare naSromoSi saqarTvelos komunikaciebis
erovnuli komisiis Taobaze calke TavSia saubari. masSi
saqarTvelos komunikaciebis erovnuli komisiis samarTle-
brivi mowesrigebis praqtikaa moyvanili.
2. saqarTvelos komunikaciebis erovnuli komisia71/72
mauwyeblobis sferoSi maregulirebeli sajaro dawe-

sebulebaa saqarTvelos komunikaciebis erovnuli komisia.73
igi mudmivmoqmed damoukidebel maregulirebel organos 74
warmoadgens da gansxvavebiT sxva sajaro dawese-
bulebebisgan, 75 arc erT saxelmwifo uwyebas eqvemdeba-
reba. 76 komisiis Seqmna saxelmwifos mier kanoniT masze
dakisrebuli valdebulebis Sesrulebas warmoadgens, ro-
melsac mas eleqtronuli mediis Tavisuflebis ZiriTadi
ufleba akisrebs.77
69
Tu ar arsebobs saxelSekrulebo urTierTobis Sedegad warmo-
Sobili dava.
70
zog SemTxvevaSi _ reklamis damkveTs.
71
ix. oficialuri vebgverdi <www.gncc.ge>.
72
winamdebare naSromSi warmoadgenili iqneba komisiis saqmiano-
bis/samarTlebrivi statusis Taobaze mxolod zogadi saxis in-
formacia.
73
imis gaTvaliswinebiT, rom dasaxeleba Sedgeba oTxi sityvisgan,
naSromSi xSirad iqneba gamoyenebuli termini _ komisia, romelic
warmodgenili iqneba, rogorc saqarTvelos komunikaciebis erov-
nuli komisiis Semoklebuli termini.
74
komisiis samarTlebrivi regulirebis wess awesrigebs `mau-
wyeblobis Sesaxeb~ saqarTvelos kanoni da `damoukidebeli erov-
nuli maregulirebeli organoebis Sesaxeb~ saqarTvelos kanoni.
75
magaliTad, sajaro samarTlis iuridiuli pirebisgan da sxv.
76
ix., `mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-5 muxli.
77
kublaSvili k., ZiriTadi uflebebi, Tbilisi, 2008, 269 (Semdgom-
Si _ kublaSvili k., ZiriTadi uflebebi, gv.)
30
komisia Sedgeba 5 wevrisgan, 78 romelTa uflebamosile-
bis vadaa 6 weli. aRniSnuli xuTi wevrisgan saqarTvelos
prezidenti erT-erT wevrs komisiis Tavmjdomared niSnavs.
komisia iRebs (gamoscems) samarTlebriv aqtebs, 79 ro-
melsac ganekuTvneba: komisiis dadgenileba, 80 komisiis ga-
dawyvetileba, 81 da komisiis Tavmjdomaris brZaneba. 82 Ti-
Toeuli maTgani saqarTvelos moqmedi kanonmdeblobiT we-
srigdeba da misi gasaCivrebac swored kanonmdeblobiT
dadgenili wesis Sesabamisadaa SesaZlebeli.83
saqarTvelos komunikaciebis erovnulma komisiam saqmia-
noba 2000 wlis 1 ivliss daiwyo. 84 saqmianobis dawyebis
iuridiul safuZvels `kavSirgabmulobisa da fostis Se-
saxeb~ saqarTvelos kanonis miReba warmoadgenda. saqarT-
velos komunikaciebis erovnuli komisia sajaro da-
wesebulebas warmoadgens, romlis mier gacemuli nebarT-
78
ix., `mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-9 muxli.
79
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-8 muxlis pir-
veli punqti.
80
komisiis dadgenileba aris normatiurli samarTlebrivi aqti _
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-8 muxlis me-2
punqti.
81
komisiis gadawyvetileba aris individualuri samarTlebrivi
aqti - `mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-8 muxlis
me-3 punqti.
82
komisiis Tavmjdomaris brZaneba ar Seicavs qcevis zogad wess
da igi gamoicema konkretul SemTxvevebSi komisiisa da komisiis
aparatis Sidaorganizaciul sakiTxebze _ `mauwyeblobis Seme-4
punqti.
83
ix., magaliTad, saqarTvelos uzenaesi sasamarTlos 2012 wlis
16 ivlisis #bs-510-502(k-12) ganCineba _ aRwerilobiTi nawili `[...]
Sps `s...~ warmomadgenelma 1. T-ma 2011 wlis 26 ivliss sasarCelo
gancxadebiT mimarTa Tbilisi saqalaqo sasamarTlos mopasuxis _
saqarTvelos komunikaciebis erovnuli komisiis mimarT [...] da
moiTxova individualuri administraciul-samarTlebrivi aqtebis
baTilad cnoba~.
84
saqarTvelos komunikaciebis erovnuli komisiis Taobaze aR-
niSnuli da Semdgomi istoriuli faqti moyvanilia amave sajaro
dawesebulebis oficialuri vebgverdidan. ix.,
<www.gncc.ge/index.php?lang_id=GEO&sec_id=3051>.
31
vis (uflebis) safuZvelze SesaZlebloba eqneba pirs, ga-
naxorcielos mauwyebloba. sxva saqmianobasTan erTad, mis
kompetenciaSi Sedis `mauwyeblobis Sesaxeb~, `reklamis
Sesaxeb~ da sxva kanonebiT gaTvaliswinebuli valdebule-
bebis Sesrulebis monitoringi.
mauwyeblobis sferoSi komisiis funqciebia: 85 a) mau-
wyeblobis sferoSi saxelmwifo politikis ZiriTadi mi-
marTulebebis Sesaxeb winadadebebis SemuSaveba sazogadoe-
brivi azrisa da samauwyeblo bazris kvlevis Sedegebis
gaTvaliswinebiT da SemdgomSi masze zedamxedvelobisa da
kontrolis ganxorcieleba; b) licenziasTan dakavSirebu-
li nebismieri sakiTxi (magaliTad, licenziis gacema da
modificireba da sxv.), maT Soris, licenziis mflobele-
bisTvis Sesabamisi sanqciebis dakisreba; g) sixSiruli
speqtris dadgena da ganawileba; d) sixSireebis miniWeba; e)
mauwyeblobis sferoSi moqmedi kanonmdeblobis moTxovne-
bis Sesrulebaze zedamxedveloba da kontroli, aseve mau-
wyebelTa mier am moTxovnaTa darRvevisTvis Sesabamisi
sanqciebis dakisreba; v) konkurentuli garemos Seqmnisa da
ganviTarebis xelSewyoba Tavisi uflebamosilebis far-
glebSi, produqtis usafrTxoebisa da Tavisufali mimoq-
cevis kodeqsis moTxovnaTa Sesrulebaze zedamxedveloba
da kontroli; z) salicenzio gadasaxdelisa daregulire-
bis safasuris odenobisa da gadaxdis wesis gansazRvra; T)
saavtoro da momijnave uflebebis, mavne zegavlenisagan
arasrulwlovanTa dacvis, agreTve, reklamis Sesaxeb saka-
nondmeblo aqtebis Sesrulebaze zedamxedveloba da kon-
troli; i) Tavisi uflebamosilebis farglebSi sadavo sa-
kiTxebis gadawyveta, romelic warmoSobili iqneba mauwye-
belTa Soris, aseve mauwyebelTa da momxmareblebs Soris;
k) samarTlebrivi aqtebis miReba; 86 l) mauwyeblobis sfe-
85
punqti _ funqciebi CamoTvlilia kanonSi gawerili rigiTobis
dacviT.
86
maT Soris, mauwyebelTa qcevis kodeqsis miReba.
32
roSi avtorizacia; m) fizikuri da iuridiuli pirebis
mier warsadgeni qonebrivi deklaraciebis formebis dadge-
na Sesabamisi samarTlebrivi aqtiT da n) kanonmdeblobiT
gaTvaliswinebuli uflebamosilebis ganxorcieleba.
3. telesamauwyeblo samarTlis
konstituciuri safuZvlebi (zogadad)
telesamauwyeblo samarTlis konstituciur safuZvels

saqarTvelos konstituciis me-2 TavSi gawerili ramdenime
ufleba warmoadgens. winamdebare naSromSi ganxiluli iq-
neba mxolod is ZiriTadi uflebani, romelic yoveldRi-
urad mniSvnelovan rols TamaSobs TiToeuli mauwyeblis
saqmianobaSi.87
ZiriTadi uflebebi vrceldeba TiToeul fizikur Tu
iuridiul pirze (ganusazRvrel wreze), 88 Sesabamisad _
mauwyebelzec. sxva konstituciuri uflebebisgan gansxvave-
biT, mauwyebelisTvis, rogorc mediis warmomadgenlisTvis,
ZiriTadi konstituciuri uflebebis rigs ganekuTvneba
azris gamoxatvisa da sityvis Tavisuflebis ufleba. aR-
niSnuli ori ufleba warmoadgens safuZvels, mauwyeblis
mier saqmianobis ganxorcielebis TavlsazrisiT. SeiZleba
iTqvas, rom aRniSnuli uflebebi erTgvarad samauwyeblo
saqmianobis safuZvelia.
garda zemoT naxsenebi uflebebisa, media sivrceSi
mniSvnelovan rols sxva konstituciuri uflebebic Tama-
Sobs. magaliTad, masobrivi informaciis saSualebaTa Ta-
visufleba, informaciis Tavisufleba da sxv.
87
naSromSi ganxiluli ar iqneba magaliTad, Sromis Tavisufle-
bis ufleba. marTalia, TiToeuli mauwyebeli Tavis TanamSrom-
lebTan SromiT urTierTobas amyarebs, Tumca am ukanasknelis
ganxilva kvlevis Temas cdeba.
88
cnobilaZe p., saqarTvelos konstituciuri samarTali or to-
mad, tomi I, gamomcemloba ùniversali~, Tbilisi, 2004, 272.
33
Tavdapirvelad ganvixiloT azris gamoxatvis Tavi-
suflebis samarTlebrivi aspeqtebi da ganvsazRvroT misi
roli telesamauwyeblo samarTalSi.
Tavisufali azris qonis ufleba `demokratiuli sazo-
gadoebis safuZvelia. am uflebis saTanado uzrunvelyo-
fis gareSe praqtikulad SeuZlebelia sxva uflebebis
srulyofili realizacia~. 89 dasaxelebuli ufleba gu-
lisxmobs azris gamoxatvas an azris gamoxatvisgan (for-
mirebisgan) Tavis Sekavebas. 90 garkveuli azris arseboba,
esaa konkretul sakiTxze sakuTari Sexedulebis warmoCena.
Sexedulebis gasajaroeba pirdapir kavSirSia poziciis
dafiqsirebasTan, xolo poziciis dafiqsireba samoqalaqo
sazogadoebisa da samarTlebrivi saxelmwifos ZiriTadi
Semadgeneli elementia. poziciis dafiqsirebisgan
gansxvavdeba garkveul sakiTxze msjelobis warmaTva, Tum-
ca es ukanasknelic gamoxatvis Tavisuflebis gamovlinebas
warmoadgens. magaliTad, mauwyeblis saSualebiT 91 politi-
kur sakiTxebze SefasebiTi msjeloba Seesabameba saqarT-
velos konstituciis 24-e muxliT mowesrigebul sferos.92
azris gamoxatvis Tavisuflebaze saubrisas mniSvnelo-
vania ganisazRvros terminis _ `gamoxatva~ mniSvneloba:
igi ar unda iqnes danaxuli garkveul CarCoSi, mkacrad
gawerili dogmis saxiT, vinaidan igi ar Semoifargleba
raime saxis winaswar gansazRvruli formiT, iqneba es we-
89
saqarTvelos sakonstitucio sasamarTlos 2009 wlis 10 noem-
bris #1/3/421,422 gadawyvetileba saqmeze saqarTvelos moqalaqee-
bi: avTandil ungiaZe da giorgi yifiani saqarTvelos parlamen-
tis winaaRmdeg.
90
Sead. Hillburger in Grundgesetz, Mitarbeiterkommentar und Handbuch, Band 1,
Art. 1-37 GG, Umbach, Clemens (Hrsg.), C. F. Müller Verlag, Heidelberg, 2002, 152
da Semdgomi.
91
an nebismieri sxva media saSualebiT, iqneba es beWdviTi media
Tu sxv.
92
Sead. saqarTvelos uzenaesi sasamarTlos 2004 wlis 21 ivlisis
#as-322-605-04 ganCineba.
34
rilobiTi Tu zepiri forma, 93 termini _ `gamoxatva~ `moi-
cavs nebismier saSualebas, romelic ideebis gamoTqmasTan
an informaciis gadacemasTan aris dakavSirebuli~.94
azris gamoxatvis Tavisufleba absolutur uflebas ar
warmoadgens da igi SeiZleba kanoniT gaTvaliswinebul
SemTxvevbSi SeizRudos, Tumca SezRudva ar gulisxmobs
garkveuli ideis qveS moqcevas, garkveuli ideologiis
tarebis aucileblobas. zogadad, ideologia sWirdebaT
mxolod politikur partiebs, 95 romelic maTTvis erTgvar
propagandas warmoadgens, moipovon saarCevno xmebi, maT
Soris sayovelTao mxardaWera. 96 media sivrce da miTu-
metes _ mauwyebeli aRniSnulisgan Tavisufalni unda iyv-
nen.
azris gamoxatvis Tavisufleba kavSirSia sityvis Tavi-
suflebasTan. maT Soris arsebuli umTavresi kavSiri ga-
moixateba imaSi, rom sityvis Tavisufleba azris gamoxat-
vis Tavisuflebis msgavsad, samarTlebrivi saxelmwifos
aucilebeli Semadgeneli elementia. metic, SeiZleba iTq-
vas, rom `sityvis Tavisufleba aris demokratiuli sazo-
gadoebis is iaraRi, romelic mas SesaZleblobas aZlevs
miiRos da gasces informacia, Seityos politikuri lide-
rebis sazogadoebriv problemebTan damokidebuleba, erT-
maneTs Seadaros maTi Sexedulebebi da ideebi~.97
93
korkelia k., qurdaZe i., adamianis uflebaTa saerTaSoriso sa-
marTali adamianis uflebaTa evropuli konvenciis mixedviT, sa-
mosamarTlo swavlebis centri, evropis sabWos sainformacio
biuro saqarTveloSi, Tbilisi, 2004, 200.
94
iqve.
95
izoria l., demokratiis ganviTareba saqarTveloSi, gamomcem-
loba `bona kauza~, Tbilisi, 2005, 38.
96
heivudi e., politikuri ideologiebi., Sesavali kursi, me-3 ga-
mocema, Targmani: bakuraZe T., beraia l., kvaracxelia n., lomiZe
T., lomsaZe l., gamomcemloba `logos presi~, Tbilisi, 2004, 2.
97
gogiSvili m., adamianis uflebaTa evropis sasamarTlo da sity-
vis Tavisufleba, Tengiz liluaSvilis 75 wlisadmi miZRvnili
saiubileo krebuli, gamomcemloba `jisiai~, Tbilisi, 2003, 213.
35
imis gaTvaliswinebiT, rom zemoT CamoTvlili Ti-
Toeuli saxis informaciis gavrceleba umetes SemTxvevaSi
media saSualebebiT xorcieldeba, SeiZleba iTqvas, rom
qveyanaSi Tavisufali sityvis arsebobis garantias swored
media warmoadgens. 98 aqedan gamomdinare, sityvis Tavisuf-
lebas mediisTvis gansakuTrebuli mniSvneloba akisria. igi
gamoixateba rogorc mauwyeblis mier konkretuli sain-
formacio siuJetis gadacemaSi, ise mauwyeblis mierve Se-
sabamisi programis sajaro gadacemaSi (programebis (gada-
cemebis) arCevis Tavisufleba).99
sityvis Tavisufleba demokratiuli sazogadoebis ga-
nuyofeli nawilia. 100 misi SezRudva mxolod sxva pirTa
uflebebis dacvis mizniTaa dasaSvebi.101 aRniSnuli sityvis
Tavisuflebis SezRudvis erTaderT pirobas warmoad-
gens.102
sityvis Tavisuflebis konstituciiT mowesrigeba maso-
brivi informaciis saSualebebis damoukideblobis erT-
erTi upirvelesi garantia. masobrivi informaciis saSua-
lebebSi media saSualebebi igulisxmeba. kerZod, mauwye-
beli, radio, beWduri media da sxv. TiToeuli maTganis
Tavisufleba gansakuTrebuli mniSvnelobis mqone ZiriTadi
uflebaa.103
mauwyeblis mier obieqturi informaciis gaSuqebis
garda, aseTi saxis Tavisufleba misive saqmianobis ganxor-
98
Kannengiesser in GG, Kommentar zum Grundgesetz, 11. Auflage, Hofmann, Hop-
fauf (Hrsg.), Carl Heymanns Verlag, Köln, München, 2008, 253.
99
Sead. iqve, 255.
100
saqarTvelos sakonstitucio sasamarTlos 2002 wlis 5 noem-
bris #2/2/180-183 gadawyvetileba saqmeze saqarTvelos axalgazrda
iuristTa asociacia, zaal tyeSelaSvili, nino tyeSelaSvili,
maia SariqaZe, nino basiSvili, vera basiSvili da lela guraSvi-
li saqarTvelos parlamentis winaaRmdeg.
101
Sead. Löffer M., Ricker R., Handbuch des Presserechts, 9.
102
ix. saqarTvelos sakonstitucio sasamarTlos 2004 wlis 11
martis #2/1/241 gadawyvetileba saqmeze moqalaqe akaki gogiCaiS-
vili saqarTvelos parlamentis winaaRmdeg.
103
kublaSvili k., ZiriTadi uflebebi, 252.
36
cielebis sxva aspeqtebSic vlindeba. magaliTad, Toq-Soue-
bisTvis respodentis arCeva, 104 rodesac mauwyebelma igi
unda aarCios ara im mizniT, romel politikur partias
moutans respodentis eTerSi gamoCena sargebels, aramed im
mizniT, rom sakiTxi maqsimalurad amomwuravad iyos gaS-
lili da respodentTa politikuri Sexedulebebis Sesaba-
misad, maqsimalurad obieqturad iqnes igi gaJRerebuli
eTerSi. 105 am mxriv, mniSvnelovania presis Tavisufleba da-
cul iyos mis saredaqcio politikaSi Carevisgan, 106 anu
cenzurisgan.
saqarTvelos konstituciis 24-e muxlis me-2 punqtSi
gawerilia cenzuris akrZalvis Taobaze. cenzuris akr-
Zalva exeba mediis yvela saSualebas.
cenzura umetes SemTxvevaSi kerZo samarTlis subieq-
tebs _ fizikur da iuridiul pirebs ar exeba. igi ufro
saxelmwifos da sajaro uflebamosilebis ganmaxorciele-
bel pirebTanaa dakavSirebuli 107 vinaidan swored saxelm-
wifos mxridan mauwyeblis damoukideblobaSi Carevis
SemTxvevaSi SeiZleba hqondes cenzuras adgili, romlis
safuZvelzec mauwyebels ar SeeZleba sakuTari survili-
samebr nebismieri saxis obieqturi informacia gadasces.
cenzuris akrZalviT mauwyebels miecema SesaZlebloba,
Tavisuflad miiRos da gaavrcelos informacia.108 informa-
ciis Tavisufleba media samarTalSi mniSvnelovan rols
TamaSobs. iseve rogorc cenzuris SemTxvevaSi, informa-
ciis Tavisuflebis saxeze arsebobisas saxelmwifos eksi-
reba valdebuleba, xeli ar SeuSalos mauwyebels miiRos
104
Sead. iqve. 254.
105
Sead. CarTolani g., tele-radio Jurnalistika, 126.
106
kublaSvili k., korkelia k., izoria l., xubua g., saqarTvelos
konstituciis komentarebi, adamianis ZiriTadi uflebani da Tavi-
suflebani, gamomcemloba `meridiani~, Tbilisi, 2005, 200 (Semd-
gomSi _ avtori, saqarTvelos konstituciis komentarebi, gv.).
107
Wendt in Grundgesetz Kommentar, Kunig P. (Hrsg.), Band 1, Präambel bis Art. 19,
5. Auflage, Verlag C.H. Beck, München, 2000, 429.
108
Sead. kublaSvili k., saqarTvelos konstituciis komentarebi,
195.
37
da gaavrcelos informacia. 109 am mxriv, saxelmwifos mxri-
dan xelis Sewyoba upirveles yovlisa sajaro informa-
ciis gacemaSi gamoixateba.110
sajaro dawesebulebam ar unda dauyenos nebismier pirs
e.w. ìnformaciuli filtri~, 111 man sajaro informacia un-
da gasces imis miuxedavad, Tu ra mizani da motivi amoZra-
vebs mis momTxovns. 112 sajaro informaciis gacemis erTa-
derTi damabrkolebeli garemoebaa, Tu aRniSnuli monace-
mebi saidumloebis Semcvelia, 113 aseT SemTxvevaSi dokumen-
turi monacemebi daxuruli informaciis saxes war-
moadgens.114
109
ix. saqarTvelos sakonstitucio sasamarTlos 2006 wlis 14 iv-
lisis #2/3/364 gadawyvetileba saqmeze moqalaqe rusudan tabataZe
da saqarTvelos axalgazrda iuristTa asociacia saqarTvelos
parlamentis winaaRmdeg.
110
sajaro informaciis gacemis Taobaze ixileT: jorbenaZe s.,
sajaro informaciis gacema saqarTveloSi, `samarTlis Jurnali~
#1 2012, Tbilisis universitetis gamomcemloba, 2013, 184-195.
111
saqarTvelos sakonstitucio sasamarTlos 2007 wlis 26 oqtom-
bris #2/2-389 gadawyvetileba saqmeze saqarTvelos moqalaqe maia
naTaZe da sxvebi saqarTvelos parlamentisa da saqarTvelos
prezidentis winaaRmdeg.
112
saqarTvelos sakonstitucio sasamarTlos 2008 wlis 20 maisis
#1/3/452,453 saoqmo Canaweri saqmeze saqarTvelos axalgazrda
iuristTa asociacia da saqarTvelos saxalxo damcveli saqarT-
velos parlamentis winaaRmdeg _ miTiTebulia: tuRuSi T., burja-
naZe g., mSvenieraZe g., gociriZe g., menabde v., adamianis uflebebi
da saqarTvelos sakonstitucio samarTalwarmoebis praqtika
(1996-2012 wlebis sasamarTlo praqtika), saqarTvelos sakonsti-
tucio sasamarTlos, saqarTvelos saxalxo damcvelisa da axal-
gazrda iuristTa asociaciis erToblivi proeqti, gamomcemloba
`sezani~, Tbilisi, 2013, 568.
113
sajaro informaciis kanonieri SezRudvis Taobaze ixileT:
jorbenaZe s., informaciis Tavisufleba, gzamkvlevi, pirveli ga-
mocema, gamocema ganxorcielebulia fond `Ria sazogadoeba-
saqarTvelos~ finansuri mxardaWeriT, Tbilisi, 2012, 23-37 (Semd-
gomSi _ jorbenaZe s., informaciis Tavisufleba, gv.).
114
ix. cacanaSvili m., informaciuli sazogadoeba da informaciis
samarTlebrivi regulireba, gamomcemloba `teqinformi~, Tbilisi,
1999, 42 (SemdgomSi _ cacanaSvili m., informaciuli sazogadoeba,
gv.).
38
informaciis Tavisuflebis sakiTxze saubrisas mniSv-
nelovania, aseve ganisazRvros informaciis wyaros ufle-
bis dacvis sakiTxi.115 informaciis gamcems ar unda hqondes
saxelmwifos mxridan muqaris an sxva saxis SiSi. sxva
SemTxvevaSi moxdeba konstituciiT dacul sferoSi Care-
va, 116 rac konstituciuri normis darRvevis safuZveli iq-
neba. Tumca aqve aucilebelia aRiniSnos, rom umetes
SemTxvevaSi `piradi cxovrebis xelSeuxeblobasa da konfi-
dencialur informaciaze `Tavdasxmis~ mTavari wyaro mas-
mediaa, romelic informaciis Tavisuflad miRebis ufle-
biT xSirad arRvevs am kategoriis informaciis sajarod
gauvrceleblobis moTxovnas~.117
TiToeuli zemoT CamoTvlili ufleba erTmaneTTan mWi-
dro kavSirs hqmns, romlis gareSec media saSualebaTa Ta-
visufleba qveyanaSi garantirebuli ar iqneba. aRniSnuli
erTianobis kidev erT Semadgenel elements pirovnebis Ta-
visufali ganviTarebis ufleba warmoadgens. miuxedavad
terminisa _ pirovneba, masSi iuridiuli piric da maT So-
ris mauwyebelic moiazreba.118
Tavisufali ganviTarebis ufleba sxvadasxva uflebebis
gaerTianebas warmoadgens, 119 romlis safuZvelzec SesaZ-
lebelia mauwyeblis mier sakuTari Semoqmedebis reali-
zeba.
konstituciuri uflebebi exeba nebismier fizikur da
iuridiul pirs da umetes SemTxvevaSi misi asaxva Ti-
115
Sead. Kannengiesser in GG Kommentar zum Grundgesetz Schmidt-
Bleibtreu/Hofmann/Hopfauf (Hrsg.), 11. Auflage, Carl Heymanns Verlag, Köln,
München, 2008, 253.
116
piradi, komerciuli Tu sxva sfero. satelekomunikacio samar-
TalSi piradi sferos dacvis sakiTxTan dakavSirebiT ixileT
magaliTad, germaniis sasamarTlo praqtika _ BGH, Urteil vom
07.02.2013 – III ZR 200/11 .
117
cacanaSvili m., informaciuli sazogadoeba, 116.
118
Sead. izoria l., saqarTvelos konstituciis komentarebi, 64.
119
rosa a., eide a., krauze k., ekonomikuri, socialuri da kultu-
ruli uflebebi, saxelmZRvanelo, meore gamocema, nana jafariZe-
WyoiZis Targmani, 154.
39
Toeuli maTganis yoveldRiur cxovrebaSi xdeba. igi sxva
konstituciur uflebebTan modis SesabamisobaSi, Tumca
maTi arsi erTmaneTisgan gansxvavdeba, 120 rac saboloo
jamSi qmnis im mniSvnelovan jaWvs, rasac ZiriTadi ufle-
bebi hqvia.
mniSvnelovania kidev erTxel aRiniSnos, rom winamde-
bare naSromSi Segnebulad ar aris ganxiluli sxva kons-
tituciuri uflebebi mauwyebelTan mimarTebiT (magaliTad,
sakuTrebis ufleba121 da sxv.).
4. `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi

2013 wels Setanili cvlilebebi
4.1 zogadi mimoxilva
`mauwyeblobis Sesaxeb~ saqarTvelos kanonSi Sesatan

cvlilebebTan dakavSirebiT ganxilvis procesi sakanonm-
deblo organoSi mTeli sagazafxulo sesiis manZilze
mimdinareobda. 122 TiToeuli sakanonmdeblo novacia aqti-
urad Suqdeboda media saSualebebSi, rac mniSvnelovania
`kanonmdebelsa da sazogadoebas Soris pirdapiri kontaq-
tis dasamyareblad~.123
120
zoiZe b., ZiriTadi uflebis arsis SenarCunebis principi, sa-
marTlis Jurnali `sakonstitucio samarTlis mimoxvila~ V, 2012,
149.
121
TiToeul mauwyebels gaaCnia sakuTreba, Tumca masze saubari
aseve naSromis saTaurisgan gansxvavebul aspeqtSi warimarTeboda.
122
ix., magaliTad, telekompania `mecxre arxis~ 2013 wlis 26 mar-
tis siuJeti _
<http://tv9.ge/?l=G&m=3&srcText=%E1%83%9B%E1%83%90%E1%83%A3%E1%
83%AC%E1%83%A7%E1%83%94%E1%83%91%E1%83%9A%E1%83%9D%E1
%83%91%E1%83%98%E1%83%A1%20%E1%83%A8%E1%83%94%E1%83%A1
&id=900>.
123
daTuaSvili p., konceliZe a., media da sisxlis samarTali, sa-
qarTvelos parlamentis erovnuli biblioTeka, kulturaTaSori-
si komunikaciebi, 2012 #17 <http://www.nplg.gov.ge/gsdl/cgi-
bin/library.exe?e=d-01000-00---off-0period--00-1--0-10-0--0-0---0prompt-10--..-4----
4---0-1l--11-en-10---10-preferences-50--00-3-1-00-0-00-11-1-1utfZz-8-00-0-11-1-
0utfZz-8-00&a=d&c=period&cl=CL4.12&d=HASH99832756ae716e6886908c.6.3>.
40
aRniSnul periodSi gamoiTqva rogorc dadebiTi, ise
mravali uaryofiTi mosazreba. metic, kanonproeqtis gan-
xilvisas arsebobda mosazrebebi parlamentis mier kanon-
proeqtis ganxilvis proceduris darRvevis Taobaze, 124
aseve saqarTvelos komunikaciebis erovnuli komisiis mier
oficialuri mosazreba iqna dafiqsirebuli sajarod. gar-
da amisa, saqarTvelos prezidentis mier kanonze xeli ar
iqna mowerili. man veto daado kanons da motivirebuli
SeniSvnebiT daubruna parlaments. 125 / 126 Tumca, saboloo
jamSi `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi cvli-
lebebi mainc Sevida.
`mauwyeblobis Sesaxeb~ saqarTvelos kanonSi Setanili
cvlilebebi mniSvnelovania ramdenime faqtoris gaTvalis-
winebiT: a) ganisazRvra media sivrceSi axali samar-
Tlebrivi instituti _ sazogadoebrivi mauwyeblis aWaris
televiziis statusi; b) dadginda sazogadoebrivi mauwyeb-
lis sameurveo sabWos regulirebis wesi; 127 g) ganisazRvra
e.w. `Must Carry~-sa da `Must Offer~-is samarTlebrivi reguli-
124
ix, magaliTad, gazeTi `24 saaTi~-s 2013 wlis 1 ivnisis gamocema
_ #3292 (99). gv. 1-2.
125
ix. <http://parliament.ge/files/Draft_Bills/26.06.13/07-1.65-veto.pdf>.
126
prezidentis mier vetos dadebis motivi SeiZleba sxvadasxvag-
vari iyos. iuridiul literaturaSi gamoTqmulia mosazreba, rom
vetos xSirad gamoyeneba prezidentis mier maSinaa logikuri,
rodesac parlamentSi umravlesobas sxva politikuri Zala war-
moadgens _ ix. ZamaSvili b., vetos uflebiT prezidentis aRWur-
vis mizanSewoniloba saqarTveloSi arsebul samarTlebriv da
politikur realobaSi, samarTlis Jurnali `studenturi samar-
Tlebrivi Jurnali~, evropis iurist studentTa asociacia sa-
qarTvelo, Tbilisi, 2013, 103. saqarTveloSi 2012 wlis 1 oqtom-
bris saparlamento arCevnebis Semdeg prezidentis mier veto ram-
denjerme iqna gamoyenebuli. dasaxelebul naSromSi gamoTqmuli
mosazrebis dasturad gamodgeba aseve is faqti, rom prezidentis
ideologiis matarebeli politikuri gundi saqarTvelos parla-
mentSi saparlamento umciresobas warmoadgens.
127
sazogadoebrivi mauwyeblis sameurveo sabWos regulirebis
wesi ZalaSi Sedis 2014 wlis 1 ianvridan. winamdebare TavSi gan-
xiluli iqneba swored miTiTebul periodSi ZalaSi Sesasvleli
samarTlebrivi normebis sakiTxi.
41
reba; d) Camoyalibda reklamis ganTavsebis Taobaze dama-
tebiTi SezRudvebi da e) Seicvala angariSvaldebulebisa
da sanqciebis TavSi ramdenime muxli, romelmac arsobri-
vad Secvala adrindeli redaqciiT moqmedi norma, romel-
mac mauwyeblis Semosavlebi ufro metad gamWvirvale gax-
ada.
TiToeuli sakiTxi calke ganxilvis Temaa da umetes
maTganze Sesabamisi samarTlebrivi mowesrigeba mocemuli
iqneba winamdebare naSromSi. am TavSi ki TiToeul maTgans
mokled SevexebiT:
upirveles yovlisa, unda aRiniSnos, rom sazogadoe-
brivi mauwyeblis aWaris televiziis samarTlebrivi in-
stitutis SemoReba mniSvnelovania, imdenad, ramdenadac
aseTi saxis samarTlebrivi instituti qarTul media samar-
TalSi ukanasknel cvlilebamde ar yofila. is, Tu ramde-
nad efeqturia aseTi normis miReba, gamoikveTeba praqti-
kaSi ganxorcielebuli muSaobis safuZvelze, magram, Teo-
riuli TvalsazrisiT, am etapze miRebuli samarTlebrivi
mowesrigeba SesaZlebelia dadebiTad miviCnioT.
dReisTvis aWaris avtonomiur respublikas saqarTve-
los moqmedi kanonmdeblobiT ar gaaCnia farTo SesaZleb-
loba, Tavad gansazRvros avtonomiis uflebamosileba, 128
rac misi SeboWvis safuZvelia. aseT pirobebSi, aseTi sta-
tusis mqone mauwyeblis saSualebiT SesaZlebeli iqneba
e.w. decentralizebis ganxorcieleba. sxva sityvebiT rom
iTqvas, mxolod Tbilisze ar iqneba damokidebuli qar-
Tuli telesamauwyeblo sivrce da mas eqneba alternati-
uli SesaZlebloba TbilisSi arsebul sazogadoebriv mau-
wyebelTan erTad, gaecnos im sazogadoebrivi mauwyeblis
mier gaSuqebul informacias, romlis adgilsamyofeli
aWara iqneba. es mosazreba ar unda iqnes gagebuli ise,
TiTqos sazogadoebrivi mauwyebeli da aWaris sazogadoe-
128
canava l., saqarTvelos teritoriuli mowyobis warsuli da
perspeqtiva, samarTlis Jurnali `sarCevi~, #1-2(3-4) 2013, daviT
batoniSvilis samarTlis instituti, Tbilisi, 2013, 181-182.
42
brivi televizia calke aRebuli statusiT iqneba ganxi-
luli, piriqiT, maTi saerTo niSani warmoadgens swored im
ZiriTad mizezs kanonis dadebiTad Sefasebisa, romlis sa-
fuZvelzec SeiZleba gamarTlebul iqnes parlamentis mier
aseTi normis miReba.
problemuri da, SeiZleba iTqvas, `mauwyeblobis Se-
saxeb~ saqarTvelos kanonSi Sesatani cvlilebebis Tvalsa-
zrisiT erT-erTi yvelaze aqtualuri sakiTxi sazogadoe-
brivi mauwyeblis sameurveo sabWos formirebis wesi iyo.
am mxriv, axal kanonSi meurvis arCevis wesTan dakavSire-
biT mniSvnelovani daTqmaa gawerili. magaliTad, kanonis
24-e muxlis pirveli punqti, romelSic gawerilia saxalxo
damcvelis uflebamosileba, parlaments warudginos ori
kandidati. adrindeli redaqciiT saxalxo damcvels amg-
vari uflebamosileba ar gaaCnda. rogorc kanonproeqtis
ganmartebiT baraTSia miTiTebuli, mis mizans mediis po-
litikuri gavlenisgan gaTavisufleba warmoadgens, 129 rac
TavisTavad upirveles yovlisa sazogadoebrivi mauwyeblis
sameurveo sabWos formirebis wess Seexeba.
`Must Carry~-isa da `Must Offer~-is miRebis mizans savalde-
bulo tranzitis mudmivmoqmedebis kanonmdeblobiT gawera
warmoadgenda. 130 aseTi kanoni Tavdapirvelad 2012 wlis iv-
nisSi iqna miRebuli, rodesac saqarTvelos organul ka-
nonSi _ saarCevno kodeqsSi pirdapir mieTiTa savalde-
buli tranzitis valdebulebaze, 131 / 132 Tumca, gansaxilveli
129
ix. kanonproeqtis 27-e gverdi _
<http://parliament.ge/files/Draft_Bills/23.04.13/mauckebeli-3.81.pdf>, saqarT-
velos parlamentis biuros 2013 wlis 22 aprilis #54/1 gadawyve-
tileba.
130
ix. iqve.
131
ix. saqarTvelos saarCevno kodeqsis 51-e muxlis me-17 punqti.
132
aqve yuradsaRebia erTi sakiTxi _ `normatiuli aqtebis~ Sesax-
eb saqarTvelos kanonis kanonis me-16 muxlis me-7 punqtis mixed-
viT, normatiuli aqtebis muxli SeiZleba daiyos punqtebad, xo-
lo kodeqsi _ nawilebad. saqarTvelos saarCevno kodeqsSi muxli
dayofilia punqtebad (ix. magaliTad, me-9 muxli. 11 punqti uTi-
Tebs miTiTebuli muxlis pirvel punqtze da ara nawilze). `no-
43
cvlilebebis SemTxvevaSi normis novaciuri xasiaTi imaSi
gamoixateba, rom savaldebulo tranzitis ganxorcieleba
moxdeba ara mxolod winasaarCevno periodSi, aramed mud-
mivad. aRniSnuli normis safuZvelze Tavs iCens erTi
problemuri sakiTxi, romelic exeba sakabelo operato-
risTvis, mis mier valdebulebis Seusruleblobisas sanq-
cirebis an jarimis sakiTxs. sakabelo operatoris, ro-
gorc mauwyeblobis tranzitis ganmaxorcieleblis, moqme-
debis samarTlebrivi mowesrigeba gaTvaliswinebulia
èleqtronuli komunikaciebis Sesaxeb~ saqarTvelos kano-
niT. Sesabamisad, saqarTvelos komunikaciebis erovnuli
komisiisTvis axali norma iqneba erTgvari samarTlebrivi
koliziis Semcveli, rodesac mas mouwevs gadawyvetilebis
miReba, Tu samarTlis romeli normis safuZvelze unda
Seiswavlos sakiTxi da romeli normis safuZvelze unda
daakisros sakabelo operators Sesabamisi pasuxismgeb-
loba.133
axali kanoniT Seicvala socialuri reklamis ganTavse-
bis Taobaze ramdenime wesi, Tumca aucilebelia aRiniSnos,
rom kanonproeqtSi ar iyo gaTvaliswinebuli iseTi prob-
lemuri sakiTxebis gadawyvetis saSualebani, rogoricaa
socialuri reklamis damkveTi, socialuri reklamis gan-
Tavsebis perioduloba134 da sxv.
ramtiuli aqtebis Sesaxeb~ saqarTvelos kanonis mixedviT ki or-

ganuli kanoni ierarqiulad maRla mdgomia, vidre saqarTvelos
kanoni. imis gaTvaliswinebiT, rom saarCevno kodeqsi uSualod
TviTon muxlebs hyofs punqtebad da qvepunqtebad da aRniSnuli
kodeqsi organul kanons warmoadgens, winamdebare naSromSi
saarCevno kodeqsis dayofa moxdeba: muxlebad, punqtebad da qve-
punqtebad.
133
kanonproeqtis kritika ixileT saqarTvelos komunikaciebis
erovnuli komisiis mier warmodgenil pres relizSi _
<http://www.gncc.ge/files/110_114136_979485_pressrelease%20GNCC.pdf>.
134
igulisxmeba ganTavsebis mTliani perioduloba, vTqvaT, maqsi-
maluri periodi, romlis manZilzec SeeZleba pirs moiTxovos
socialuri reklamis ganTavseba mauwyebelze. magaliTad, Tu piri
socialur reklamas miitans mauwyebelze, kanoniT mas SeuZlia
gaurkveveli _ erTi an oTxi Tvis vadiT moiTxovos sareklamo
44
mauwyeblis finansuri gamWvirvaloba _ kanonproeqtis
ganmartebiTi baraTis mixedviT, mauwyeblebis dafinansebis
gamWvirvaleobis uzrunvelyofis mniSvnelobidan gamomdi-
nare, aucilebeli gaxda maTi Semosavlebis gasajaroeba.
naSromSi am sakiTxze mogvianebiT iqneba saubari. axali
kanoniT ZalaSi Sevida mauwyeblis damatebiTi valdebu-
leba, garda komisiisadmi Semosavlebis wardgenis wesisa,
moaxdinos aseve am informaciis sakuTari vebgverdis saSu-
alebiT gasajaroeba. es sakiTxi SeiZleba momavalSi gan-
xilvis sagani gaxdes.
amasTan, axalma kanonma garkveuli koreqtivebi Seitana
mauwyeblis sanqcirebisa da jarimis dakisrebis Tvalsa-
zrisiT. Tu Zveli redaqciiT komisias ufleba hqonda gae-
tarebina aseTi saxis zomebi, dRes moqmedi kanonmdeblobiT
igi ukve valdebulia, daasanqciros/daajarimos mauwyebeli
Sesabamisi darRvevis SemTxvevaSi.
4.2 `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi

Setanili cvlilebebis Sesabamisoba
saqaTvelos konstituciasTan
2013 wels kanonSi Setanili cvlilebebis safuZvelze

mauwyeblebs ekisrebaT valdebuleba, yoveli kvartalis
dasrulebidan momdevno Tvis 15 ricxvamde komisias warud-
ginon angariSgeba, romelSic aseve gaiwereba reklamidan
miRebuli Semosavali. 135 amave cvlilebebis Sedegia `mau-
wyebelTa Sesaxeb~ saqarTvelos kanonis 70-e muxlis 42
punqti, romlis mixedviTac, Tu mauwyeblis mier bolo 3
Tvis ganmavlobaSi gaweuli momsaxurebis safuZvelze mau-
wyebelze reklamis (da sxva saxiT eTeris daTmobis. maga-
liTad, teleSopingis) saSualebiT Semosulma Tanxam 7 000
rgolis ganTavseba. aRniSnuli sakiTxi saWiroebs samarTlebriv

daxvewas.
135
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 70-e muxlis me-4
punqti.
45
larze mets miaRwia, komisia sajarod xdis aseTi piris
vinaobas.
rogorc normis Sinaarsidan ikveTeba, axali cvlilebe-
biT sajaro gaxda mauwyeblis is Semosavali, rac adrin-
del periodSi komerciul saidumloebad 136 iTvleboda. ko-
merciulia saidumloeba, romelic exeba konkretuli piris
`nou-haus~, saqmianobis Sedegebsa da komerciuli miznisT-
vis saWiro monacemebs 137 da romlis gaSuqebamac SesaZle-
belia piris konkurentunarianobas ziani miayenos.
marTalia, komisiisTvis am informaciis wardgenis val-
debuleba ar warmoadgens problemas mauwyeblis mxridan,
magram am faqtis gasajaroeba da saaSkaraoze gamotana, Tu
ra Semosavali aqvs mas sam TveSi erTxel, SeiZleba pirda-
piri Careva gaxdes dacul sferoSi. finansebis Taobaze
informacia ar aris igive xasiaTis monacemi, rac, magali-
Tad, direqtoris saxeli, gvari da piradi nomeri. 138 Sesaba-
misad mniSvnelovania sakiTxi, ramdenad SesaZlebelia
orive maTgani aseTi saxiT gasajarovdes.
magaliTisTvis gavavloT paraleli _ sajaro reestris
erovnuli saagentos amonaweri da mauwyeblis sareklamo
Semosavali ar unda iyos analogiuri saxiT gasajaroe-
buli da xelmisawvdomi yvelasTvis. Tu sakiTxs am kuTxiT
ganvixilavT da movyvebiT imis mtkicebas, rom kvartalSi
erTxel gamosaqveynebeli informacia komerciuli informa-
ciaa, cvlilebebis Sedegad miRebul normas davinaxavT
praqtikulobidan gamomdinare ufunqciosa da Teoriulad
136
szak-is 272 muxlis mixedviT, komerciuli saidumloeba esaa
ìnformacia komerciuli faseulobis mqone gegmis, formulis,
procesis, saSualebis Taobaze an nebismieri sxva informacia,
romelic gamoiyeneba saqonlis sawarmoeblad, mosamzadeblad,
gadsamuSaveblad an momsaxurebis gasawevad, an/da romelic war-
moadgens siaxles an teqnikuri Semoqmedebis mniSvnelovan Sedegs,
agreTve sxva informacia, romlis gamJRavnebam SesaZloa ziani
miayenos piris konkurentunarianobas~.
137
Sead. jorbenaZe s., informaciis Tavisufleba, 29.
138
Sead. saqarTvelos uzenaesi sasamarTlos 2003 wlis 16 oqtom-
bris #bs-102-289-k-03 ganCineba.
46
konstituciasTan Seusabamos. aRniSnulis mizezia is, rom
mauwyebeli yovel Tve 139 avsebs Sesabamis statistikur mo-
nacemebs, romelic komisiis mieraa dadgenili da romel-
Sic igi erTi Tvis manZilze Sesuli reklamis Sesaxeb in-
formacias uTiTebs. Sesabamisad, ra mniSvneloba aqvs yo-
vel Tve waradgens monacemebs komisiaSi mauwyebeli Tu
kvartalSi erTxel? kvartalSi erTxel gagzavnili infor-
macia xom TiToeuli Tvis Sesaxeb informaciasac moicavs?
aseT SemTxvevaSi ganxiluli samarTlebrivi aqti ar
warmoadgens pratikulobisTvis mniSvnelovan elements da
misi miReba pirdapir kavSirSia mauwyeblisTvis damatebiTi
valdebulebebis dakisrebasTan.
kanonisadmi kritikuli midgoma mis sust mxareebs war-
moaCens. SeiZleba TiToeul cvlilebas dadebiTi mxare
gaaCndes, magram misdami kritikuli midgoma samomavlod
misi srulyofilebis gzisken gadadgmuli kidev erTi na-
biji iqneba. am mxriv gamosarCevia komisiis daskvna kanonm-
deblobaSi gansaxorcielebli cvlilebebis Sesaxeb. 140 amis
paralelurad sainteresoa uSualod parlamentis mosa-
zreba, romelic asabuTebs am normebis saWiroebas dRevan-
del realobaSi.
kanonproeqtSi, romlis realizacia swored 2013 wels
ganxorcielda, miTiTebulia, rom mauwyeblis finansuri
gamWvirvaloba saWiroebs sakanonmdeblo garantiebs da
rom aRniSnuli politikuri realobidan gamomdinareobs. 141
rTulia ar daeTanxmo kanonproeqtis avtors am mosazre-
bas. winamdebare naSromis gamocemis momentSic ki arsebobs
ramdenime mauwyebeli, romlebic ar arian ganTavisufle-
buli politikuri wnexisgan da romlebic dRemde agrZe-
lebs im politikur agitacias, rasac 2012 wlis 1 oqtom-
139
ara ugvianes yoveli momdevno Tvis 25 ricxvisa.
140
es daskvna gamoqveynda im periodSi, rodesac ar iyo miRebuli
2013 wlis cvlilebebi `mauwyeblobis Sesaxeb~ saqarTvelos ka-
nonSi.
141
ix. kanonproeqtis 27-e gverdi _
<http://parliament.ge/files/Draft_Bills/23.04.13/mauckebeli-3.81.pdf>.
47
bris arCevnebamde axorcielebda. 142 Tumca, aRniSnuli ver
gaxdeba finansuri sakiTxis gasajaroebis valdebulebis
gamamarTlebeli argumenti. komisiisTvis am informaciis
miwodeba ar warmoadgens raime saxis problemas da dacu-
lia komerciuli saidumloebis yvela wesi, Tumca misi sa-
jarod gamoqveyneba ramdenad kanonSesabamisia, es calke
ganxilvis Temaa.
142
2012 wlis 1 oqtombris arCevnebi mohyavs magaliTad kanon-
proeqtis avtors, romelic arCevnebis Semdeg media sivrceSi
momxdar cvlilebebs swored finansuri gamWvirvalobis auci-
leblobas ukavSirebs _ ix. igive gverdi.
48
Tavi II mauwyebloba
media samarTalSi mauwyeblobis samarTlebrivi insti-

tuti mniSvnelovan rols TamaSobs. mauwyebeli sazogadoe-
bisTvis axali ambebis 143 miwodebis yvelaze saukeTeso sa-
Sualebas warmoadgens. 144 saqarTvelos kanonmdeblobiT igi
saerTaSoriso aqtebisa da Sida normebis saSualebiTaa
mowesrigebuli. am mxriv, saqarTvelos kanonmdebloba
evropuli qveynebis samarTlebrivi mowesrigebebisagan
gansxvavdeba, vinaidan masSi ar gamoiyeneba direqtivebi,
romelic evropaSi samarTlis ganviTarebaSi did rols
TamaSobs da romelic samarTlis TiToeul sferoSi
mravladaa warmodgenili.145
mauwyeblobis ganxorcieleba konkretuli fizikuri Tu
iuridiuli pirisadmi Sesabamisi satelevizio signalis
gavrcelebaze miniWebul uflebas warmoadgens, romelsac
mas saxelmwifo aniWebs.146
mauwyebloba gansakuTrebuli interesis obieqts war-
moadgens, 147 romlis ganxorcielebisas mauwyebeli Tavad
irCevs, Tu ra saxis gadacemebs gauSvebs teleeTeriT. aR-
niSnuli ise ar unda iqnes gagebuli, rom mas nebismieri
saxis gadacemisa Tu siuJetis148 gaSvebis ufleba gaaCnia. am
mxriv igi SezRudulia. magaliTad, mauwyebelebs ar aqvT
ufleba sagamoZiebo moqmedebaTa pirdapir eTerSi an/da
143
realuri faqtebi, romelic sazogadoebis yoveldRiurobis
ganuyofeli nawilia.
144
Enders T., Beratung im Uhreber- und Medienrecht, 327.
145 ix. magaliTad: Martinek M., Modenre Vertragstypen, Band II, C. H. Beck,
München, 1992, 55-56.
146
saxelmwifos saxeliT _ saqarTvelos komunikaciebis erovnuli
komisiisgan, romelic sajarosamarTlebriv uflebamosilebis
farglebSi uflebamosilia, gasces aseTi ufleba.
147
148
maT Soris _ reklamis.
49
Semdgom Canaweris saxiT gaSuqebisa, romlis safuZvelzec
SeiZleba sagamoZiebo moqmedebebs xeli SeeSalos.149
mauwyeblis uflebamosileba absoluturi saxis ar
aris. aseTi SezRudva, upirveles yovlisa, konstituciidan
gamomdinareobs, 150 romelic Sesabamis samarTlebriv norme-
biT wesrigdeba. sakiTxis ufro detalurad gansaxilvelad
mniSvnelovania, upirvelesad mauwyebelze visaubroT da
movaxdinoT misi diferencireba.
1. mauwyeblis definicia
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 mux-

lis `t~ qvepunqtSi mauwyeblis definiciaa mocemuli. 151 aR-
niSnuli definicia mauwyeblis yvela im saxes moiazrebs,
rac saqarTvelos moqmedi kanonmdeblobiTaa gaTvalis-
winebuli. aqedan gamomdinare, misi Sinaarsis garkvevisTvis
mauwyeblis konkretuli saxeebis ganxilvaa aucilebeli.
2. mauwyeblobis saxeebi
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis safuZ-

velze gansazRvrulia mauwyeblobis sami tipi: kerZo, sa-
zogadoebrivi da saTemo mauwyebloba. sanam TiToeuli
maTganis detalur ganxilvaze gadavidodeT, aucilebelia,
ganimartos terminebi: mauwyebloba da mauwyebeli. kanonSi
149
Sead. Kühling J., Elbracht A., Telekommunikationsrecht, C. F. Müller Verlag,
Heidelberg, 2008, 219.
150
ix. magaliTad, aRniSnuli sakiTxis regulireba germaniaSi:
Reinke P. F., Der Zweck des Telekommunikationsgesetzes, Eine öffentlich-rechtliche
Untersuchung des §1 TKG, Peter Lang Verlag, Frankfurt am Main, 2001, 103-113.
151
`sazogadoebrivi mauwyebeli, sazogadoebrivi mauwyeblis aWa-
ris televizia da radio, licenziis mflobeli an avtorizebuli
fizikuri an iuridiuli piri, romelic piradi saredaqcio pasux-
ismgeblobiT axorcielebs sakuTari samauwyeblo badiT gaTva-
liswinebuli produqciis gadacemas ise, rom samauwyeblo badiT
gansazRvrul dros mayureblisTvis/msmenelisTvis erTdroulad
xelmisawvdomia~.
50
ar arsebobs calke ganmartebuli termini _ kerZo mauwye-
beli, Tumca gansazRvrulia termini _ kerZo mauwyebloba.
mauwyebloba saqmianobis ganxorcielebas warmoadgens,
xolo im pirs, romelic aseT saqmianobas eweva _ mauwye-
beli hqvia.
winamdebare naSromoSi ganmartebebi warmodgenilia ka-
nonis mixedviT. swored amitom, rodesac mauwyeblobis
konkretul saxeze iqneba saubari (magaliTad, sazogadoe-
briv mauwyeblobaze), igulisxmeba, rom aseTi mauwyeblobis
ganmaxorcielebeli piri dasaxelebuli saxis mauwyebels
warmoadgens (magaliTad, sazogadoebriv mauwyebels).
2.1 sazogadoebrivi mauwyebloba
sazogadoebrivi mauwyeblobis arseboba qveyanaSi Zalze

mniSvnelovania. Tu gaviTvaliswinebT ucxo qveynebis ga-
mocdilebas, sazogadoebrivi mauwyebeloba, yvela ganviTa-
rebul qveyanaSia samarTlebrivad mowesrigebuli. 152 aRniS-
nulis mizezi ki isaa, rom sazogadoebrivi mauwyeblobis
saxiT saxelmwifos mizania, qveyanaSi realurad damouki-
debeli da obieqturi arxi arsebobdes, romelic mayureb-
lamde yvela im ZiriTad siaxles da movlenas miitans, rac
sazogadoebrivi mniSvnelobis mqonea da romelsac sazo-
gadoebis mxridan didi daintereseba SeiZleba mohyves.
sazogadoebrivi mauwyeblis arsebobis mTavari idea
isaa, rom igi politikuri da komerciuli zegavlenisgan
Tavisufali unda iyos. 153 evropis sabWoSi gawevrianebis
152
ix. magaliTad, germaniaSi arsebuli samarTlebrivi mowesrige-
ba <http://www.medienindex.de/TV_bundesweit-oer.htm>.
153
korZaia T., lomjaria n., gobroniZe n., qemerteliZe n., sityvisa
da gamoxatvis Tavisufleba saqarTveloSi, saqarTvelos axal-
gazrda iurisTa asociaciis proeqt: `sajaro dawesebulebaTa
gamWvirvaloba~ farglebSi ganxorcielebuli kvleva, finansuri
mxardaWera _ Ria sazogadoeba _ samarTliani iniciativa _ OSJI,
Tbilisi, 2005, 56.
51
Sedegad saqarTvelom aiRo valdebuleba, sazogadoebisT-
vis mniSvnelovani, damoukidebeli mauwyebeli Seeqmna.154
2.1.1 sazogadoebrivi mauwyebeli
sazogadoebrivi mauwyebeli 155 Seqmnilia saxelmwifo

qonebis safuZvelze. miuxedavad dafinansebis aseTi saxiT
arsebobisa, igi arc erT saxelmwifo uwyebas eqvemdebareba.
sazogadoebrivi mauwyeblis upirveles mizans mayureb-
lisTvis iseTi saxis programebis miwodeba warmoadgens,
romelic politikuri da komerciuli miznisgan Tavisufa-
li iqneba. 156 / 157 sazogadoebrivi mauwyeblis saqmianobis au-
cilebeli pirobaa, rom man (misma warmomadgenelma) ar
daarRvios eTikis kodeqsiT dadgenili normebi. 158 magali-
Tad, ar unda iqnes gasajaroebuli konfidencialuri in-
formacia, romelic gaaCniaT mauwyeblebs (media saSuale-
bebs). 159 / 160 am mxriv, sazogadoebrivi mauwyeblis valdebu-
leba ar gansxvavdeba sxva mauwyebelTa valdebulebisagan.
154
ix. iqve.
155
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `h~
qvepunqti.
156
aRniSnuli TavisTavad ar gulisxmobs im faqts, rom sazoga-
doebriv mauwyebels ufleba ar aqvs, ganaTavsos sakuTar eTerSi
komerciuli reklama.
157
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis III Tavi.
158
Jurnalisturi eTikis normebis Taobaze ixileT Tamar kinwu-
raSvilis redaqtorobiT gamocemuli broSura: Jurnalisturi
eTika da TviTregulirebis meqanizmebi, Tavisuflebis instituti,
2003, 19 da Semdgomi.
159
ix. magaliTad, mauwyebelTa qcevis kodeqsis me-14 muxlis me-8
nawili.
160
wina sqolioSi moyvanil samarTlebriv regulirebasTan dakav-
SirebiT, sxva qveynanaSi momwesrigebeli normebisa da samarTle-
brivi praqtikis kuTxiT SedarebisTvis ixileT: adamianis ufle-
baTa evropuli sasamarTlos 1996 wlis 27 martis ganCineba saq-
meze: gudvini gaerTianebuli samefos winaaRmdeg (Goodwin v. the
United Kingdom) _ saqmis nomeri: #17488/90.
52
sazogadoebriv mauwyebels `mauwyeblobis Sesaxeb~ sa-
qarTvelos kanonSi calke Tavi eTmoba, sadac gansazRvru-
lia misi samarTlebrivi statusi, Sinaarsobrivi valdebu-
lebani, sixSireebi, damoukidebloba da xelSeuxebloba,
programuli prioritetebi, struqtura da sxv. am mxriv
sxva mauwyeblebTan SedarebiT gansxvavdeba sazogadoebri-
vi mauwyeblis valdebulebani.
magaliTad: sazogadoebrivi mauwyeblis erT-erTi
valdebulebaa wliuri angariSis wardgena saqarTvelos
parlamentisadmi da komisiisadmi da amave angariSis saja-
rod gamoqveyneba.161
sazogadoebrivi mauwyeblis valdebulebani danarCen
sxva mauwyeblebTan SedarebiT ufro farTo xasiaTisaa. 162
kerZo mauwyebels sxva valdebulebebTan erTad saqarTve-
los parlamentisadmi konkretuli informaciis (wliuri
angariSis) wardgenis valdebuleba ar ekisreba.163
calke ganxilvis Temaa sazogadoebrivi mauwyeblis sa-
meurveo sabWos Semadgenloba. `mauwyeblobis Sesaxeb~ sa-
qarTvelos kanonSi 2013 wels Setanili cvlilebebis Sem-
deg sameurveo sabWos formirebis wesi axleburi saxiT
ganisazRvra. pirvel rigSi mniSvnelovania kidev erTxel
aRiniSnos, rom aRniSnuli cvlileba ZalaSi Sedis 2014
wlis 1 ianvridan.
161
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 35-e muxlis pir-
veli punqti. nimuSisTvis ixileT, sazogadoebrivi mauwyeblis 2011
wlis wliuri angariSi:
<http://gpb.ge/uploads/documents/96dea7f6-8618-40cf-99f6-
d461732de5a82011%20cliuri%20angarishi.pdf >
162
magaliTad, istoriuli Rirebulebis arqivis Seqmna.
163
Tumca aRniSnuli ise ar unda iqnes gagebuli, TiTqos kerZo
mauwyebels saerTod ar gaaCnia saxelmwifosadmi angariSvalde-
buleba. kerZod, mauwyebeli angariSvaldebulia komisiis winaSe,
romelsac ugzavnis sxvadasxva saxis informacias (kanonmdeblo-
bidan gamomdinare). magaliTad, yovelkvireul programebsa da
amave programebis mokle anotacias, Tumca, rogorc aRiniSna,
aseTi valdebuleba kerZo mauwyebels saqarTvelos parlamentis
mimarT ar gaaCnia.
53
am cvlilebiT mniSvnelovnad Semcirda saqarTvelos
prezidentis uflebamosileba, romelsac Zveli redaq-
ciiT 164 moqmedi kanonmdeblobiT SeeZlo saqarTvelos
parlamentisadmi kandidaturis wardgena. axali kanonm-
deblobiT ki, pirvel rigSi nacvlad 15 meurvisa, gani-
sazRvra 9 meurve, xolo misi wardgenis uflebamosileba
mieniWa: a) saxalxo damcvels (2 meurve); 165 b) aWaris avto-
nomiuri respublikis umaRles sabWos (1 meurve); g) sapar-
lamento umravlesobis gareT darCenil parlamentis wevr-
Ta aranakleb erT meoTxeds (3 meurve) da d) saparlamento
umravlesobas (3 meurve). 166 amasTan, meurvis SerCeva
warmdgeni subieqtebis mier xdeba zemoT CamoTvlili ri-
giTobiT.167
rogorc zemoaRniSnulidan irkveva, mniSvnelovnad gani-
sazRvra sameurveo sabWos formirebis wesi. winamdebare
naSromSi saubari ar gveqneba samurveo sabWos Semadgenlo-
baze, aseve, mis Tamjdomarisa Tu moadgilis arCevaze da
sxv. aRniSnuli sakiTxi calke ganxilvis sagania.
2.1.2 sazogadoebrivi mauwyeblis aWaris televizia
sazogadoebrivi mauwyeblis aWaris televiziis insti-

tuti `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi 2013
wels miRebuli damatebebis Sedegia. 168 igi warmoadgens sa-
jaro samarTlis iuridiul pirs. adre aseTi saxis mauwye-
beli moqmedi kanonmdeblobis mixedviT saerTod ar iyo
gaTvaliswinebuli. es ukanaskneli Seqmnilia sazogadoe-
briv mauwyebelTan, `sajaro samarTlis iuridiuli piris
164
2013 wlis bolomde moqmedi redaqcia.
165
aRniSnulis Taobaze `saqarTvelos saxalxo damcvelis Sesax-
eb~ saqarTvelos oganul kanonSi Sevida cvlileba _ ix. miTiTe-
buli kanonis 21-e muxli.
166
ix. `mauwyeblobis Sesaxeb~ saqarTvelos kanonis 24-e muxlis
pirveli punqti.
167
imave kanonis 26-e muxlis pirveli punqti.
168
imave kanonis III1 Tavi.
54
Sesaxeb~ saqarTvelos kanonis me-3 muxlis me-5 punqtis à~
qvepunqtis169 safuZvelze.
sazogadoebrivi mauwyeblis aWaris televiziis mier sa-
qarTvelos komunikaciebis erovnuli komisiisadmi gancxa-
debiT mimarTvis Semdeg, komisia mas Tavis mier gamoye-
nebul sixSireebs aniWebs. 170 am TvalsazrisiT, igi Zalze
waagavs sazogadoebriv mauwyebels, romelsac, aseve, moqme-
di kanonmdeblobis safuZvelze misive gamoyenebuli sixSi-
reebi gaaCnia. 171 Tumca, igi mauwyeblobas axorcielebs
mxolod erT satelevizio arxze.172
sazogadoebrivi mauwyeblis aWaris televizia finans-
deba sazogadoebrivi mauwyeblis erTiani biujetidan,
Tumca kanoniT mkacradaa dafinansebis odenoba gawerili,
romlis mixedviTac, igi unda iyos aranakleb sazogadoe-
brivi mauwyeblis biujetis 15%-isa. 173 igi valdebulia sa-
zogadoebriv mauwyebels biujetis mTlianad damtkicebamde
warudginos biujetis proeqti, 174 rac mis erTgvar angariS-
valdebulebaSi gamoixateba sazogadoebrivi mauwyeb-
lisadmi.
aWaris avtonomiuri respublikis sazogadoebrivi mau-
wyeblis xelmZRvaneli organoebia: a) mrCevelTa sabWo da
169
`sajaro samarTlis iuridiuli piris Sesaxeb~ saqarTvelos
kanonis me-3 muxlis me-5 punqtis à~ qvepunqtis mixedviT, sajaro
samarTlis iuridiulma pirma SeiZleba ganaxorcielos sajaro
samarTlis iuridiuli piris kontroli da sajaro samarTlis
iuridiul pirTan SeiZleba Seiqmnas sajaro samarTlis iuridi-
uli piri, kanoniT gansazRvrul SemTxvevebSi _ aWaris avtonomi-
uri respublikis sazogadoebrivi mauwyeblis Seqmna swored am
kanoniTaa gansazRvruli.
170
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 352 muxli _ six-
Sireebis gamoyenebis wesi da pirobebi komisiis gadawyvetilebiT
ganisazRvreba.
171
punqti.
172
igive punqti.
173
imave kanonis 3512 muxlis pirveli punqti.
174
imave muxlis me-2 punqti.
55
b) direqtori.175 mauwyeblis marTva swored am ori organos
mier xorcieldeba 176 da igi am kuTxiT gansxvavdeba sazo-
gadoebrivi mauwyeblis xelmZRvaneli organosgan.
2.2 saTemo mauwyebeloba177
saTemo mauwyeblis ZiriTad Taviseburebas is warmoad-

gens, rom igi mauwyeblobis procesSi sazogadoebis mxo-
lod im nawilis CarTulobas uzrunvelyofs, romelsac
uSualod emsaxureba. ufro konkretulad rom ganvmartoT,
saTemo mauwyeblobis uflebis gansaxorcieleblad saval-
debuloa licenziis miReba, 178 romlis safuZvelzec li-
cenziis mflobeli Temis interesebs unda emsaxurebodes,
uzrunvelyofdes, erTi mxriv, mauwyeblobis procesSi im
sazogadoebis wevrTa monawileobas, romelsac igi emsax-
ureba da, meore mxriv, misi momsaxurebis zonaSi mcxovrebi
umciresobebis azris gaSuqebas.
amasTan, yuradsaRebia erTi faqtori: saTemo mauwye-
belze komerciuli reklamis ganTavsebis zogadi wesi, ro-
melic programebs Soris mis ganTavsebas exeba, analogi-
uria saerTo da specializebul mauwyebelTa msgavsad.179 am
mxriv, SeiZleba garkveuli msgavsebac iqnes danaxuli
saTemo mauwyeblis kerZo mauwyebelTan mimarTebiT, Tumca
175
imave kanonis 353 muxlis 1-li punqti.
176
winamdebare saxelmZRvaneloSi aWaris avtonomiuri respubli-
kis sazogadoebrivi mauwyeblis Taobaze mxolod zogadi monace-
mebia mowodebuli. amis mizezs warmoadgens is, rom, erTi mxriv,
miTiTebuli sajaro dawesebuleba jer kidev Seqmnis stadiaSia,
xolo, meore mxriv, ar aris jer-jerobiT praqtikaSi ganxorcie-
lebuli aseTi saqmianoba. amasTan, saxelmZRvaneloSi zogadi Ca-
monaTvalia mxolod mauwyebelTa Sesaxeb detalurad misi
xelmZRvaneli organoebis Sesaxeb ganxilva Segnebulad araa war-
modgenili.
177
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `h1~
qvepunqti.
178
ix. imave kanonis 46-e muxli.
179
56
maT Soris aris gansxvavebac. magaliTad, saTemo mauwye-
beli ar SeiZleba mogebaze orientirebuli iyos. 180 kerZo
mauwyebelTa umetesi nawili SezRuduli pasuxismgeblobis
sazogadoebas 181 warmoadgens, rac mogebaze orientirebas
gulisxmobs.
2.3 kerZo mauwyebloba182
kerZo mauwyeblobis kanonismieri definicia srulyo-

fili ar aris. definiciis mixedviT, kerZo mauwyeblad ker-
Zo samarTlis komerciuli an arakomerciuli saqmianoba
(mauwyebloba) 183 CaiTvleba, romelic ar aris arc sazo-
gadoebrivi da arc saTemo mauwyebloba. aseTi ganmarteba
ufro gamoricxvis saSualebas iZleva imisTvis, rom da-
vaskvnaT, Tu rogori saxis mauwyebeli ar SeiZleba iyos
kerZo mauwyebeli.
kanonSiY pirdapir gansazRvrulia daTqma, romlis mix-
edviTac, kerZo mauwyeblobis ganxorcieleba sajaro sa-
marTlis iuridiul pirs ar SeuZlia.
kerZo mauwyeblobis uflebisTvis saWiroa licenziis
miReba an avtorizaciis gavla. 184 kanonis ganmartebis sa-
fuZvelze SesaZlebelia iTqvas, rom kerZo mauwyebloba
esaa nebismieri saxis mauwyebloba, romelic kerZosamar-
Tlebrivi subieqtebis mier xorcieldeba. am mxriv mau-
180
saTemo mauwyebeli SeiZleba iyos mxolod kerZo samarTlis
arakomerciuli an sajaro samarTlis iuridiuli piri.
181
SezRuduli pasuxismgeblobis sazogadoeba _ Sps _ `mewarmeTa
Sesaxeb~ saqarTvelos kanonis me-2 muxlis 1-li punqtiT, mewarme
subieqti SeiZleba iyos Sps. amave kanonis pirveli muxlis me-2
punqtiT, samewarmeo saqmianobad miiCneva marTlzomieri da
araerTjeradi saqmianoba, romelic mogebis mizniT xorcieldeba.
182
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `l~
qvepunqti.
183
magaliTad, ix. telekompania `tabula~ <www.tabula.ge>, romelic
warmoadgens arasamwarmeo (arakomerciuli) iuridiuli piri.
184
ix. `mauwyeblobis Sesaxeb~ saqarTvelos kanonis 38-e muxlis
pirveli punqti.
57
wyeblis saqmianobis miznebi prioritetuli ar aris, iqneba
es mogebis miRebisken mimarTuli,185 Tu _ ara.186
2.3.1 kerZo mauwyeblobis saxeebi
kerZo mauwyebloba SeiZleba daiyos or ZiriTad saxed:

a) specializebuli mauwyebloba da b) saerTo mauwyeb-
loba.187 ganvixiloT orive maTgani:
2.3.1.1 specializebuli mauwyebloba
specializebuli mauwyebloba 188 programuli priorite-

tis erT-erT saxes warmoadgens. aseTi saxisaa mauwyebloba,
Tu mauwyebeli saqmianobas erTi Tematikis progarmebiT
axorcielebs, garda axali ambebisa da sazogadoebriv-
politikuri Tematikisa.
specializebuli mauwyebeloba unda ganvasxvavoT spe-
cializebuli sareklamo arxisgan, romelic sakuTar te-
leeTerSi mxolod reklamas anTavsebs da romelzec ko-
merciuli reklamis ganTavsebisTvis mauwyebelTa zogadi
valdebulebani ar vrceldeba.189
specializebuli mauwyeblobis magaliTi _ telekompa-
nia `GDS~, romelic specializebul mauwyebels warmoad-
gens da ar gaaCnia axali ambebis gadacema da sazogadoe-
briv-politikuri Toq-Sou.190
185
magaliTad _ SezRuduli pasuxismgeblobis sazogadoeba, saaq-
cio sazogadoeba da a.S.
186
arakomerciuli (arasamewarmeo) iuridiuli piri.
187
meti TvalsaCinoebisTvis ixileT cxrili #1.
188
qvepunqti.
189
imave kanonis 64-e muxlis me-11 punqti.
190
damatebiTi informaciisTvis ixileT telekompaniis oficia-
luri vebgverdi: <www.gdstv.ge>
58
specializebuli mauwyeblis gavrcelebuli saxeebia:
musikaluri arxi, sportuli arxi (SeiZleba eTmobodes
sportis konkretul saxeobas) da sxv. TiToeuli maTganis
Seqmna damokidebulia Sesabamisi sferos ganviTarebaze.
istoriulad musikalur telearxs win uswrdebda musi-
kaluri radioarxebi, sadac mTeli periodis manZilze
mxolod musikaluri nawarmoebi gadaicemoda.191 aseTi saxis
telearxis Seqmna vizualuri monacemebis sajarod gadace-
mis SesaZleblobebis Sedegia, romliTac didi mniSvneloba
garda musikaluri nomrisa, gamosaxulebasac eniWeba.192
2.3.1.2 saerTo mauwyebloba
gansxvavebiT specializebuli mauwyeblisgan, saerTo

mauwyeblobis 193 gansaxorcieleblad savaldebuloa aranak-
leb ori Tematikis, maT Soris, axali ambebisa da sazoga-
doebriv-politikuri Tematikis, programebiT mauwyebloba.
saerTo mauwyebels kerZo mauwyeblis sxva saxeebTan
SedarebiT ufro meti valdebuleba gaaCnia. magaliTad,
winasaarCevno periodSi igi valdebulia, winasaarCevno de-
batebi gadasces da winasaarCevno debatebSi yvela kvali-
ficiuri saarCevno subieqtisTvis Tanabari monawileoba
uzrunvelyos.194/195
saerTo mauwyeblis magaliTi _ telekompaniebi: `mecxre
arxi~, `maestro~, `kavkasia~, ìmedi~ da sxv., 196 romelTac
191
192
iqve.
193
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `j~
qvepunqti.
194
imave kanonis 55-e muxlis pirveli da me-2 punqtebi.
195
es ukanaskneli valdebuleba (`mauwyeblobis Sesaxeb~ saqarT-
velos kanonis 55-e muxlis me-2 punqti) ekisreba aseve sazogadoe-
briv mauwyebelsac.
196
damatebiTi informaciisTvis ixileT magaliTad, telekompania
ìmedis~ oficialuri vebgverdi: <www.imedi.ge>.
59
sakuTar teleeTerSi saukeTeso dros 197 sazogadoebriv-
politikuri Toq-Sou da sainformacio gamoSveba aqvT.198
sainformacio saSualebis arsebobas, rogorc informa-
ciuli resursis wyaros, mniSvnelovani adgili ukavia sax-
elmwifoSi. 199 igi warmoadgens àdamianis inteleqtualuri
saqmianobis personificirebis Sedegs~, romliTac sazoga-
doebas miewodeba nebismieri sasurveli informacia kon-
kretul sakiTxze. 200 Tanamedrove pirobebSi sainformacio
gamoSvebis arseboba telemauwyeblis reitingis erT-erTi
upirvelesi ganmsazRvrelia. Tu mauwyebels daculi aqvs
sainformacio programis yvela kriteriumi, 201 igi SesaZle-
belia sxva mauwyebelTan SedarebiT reitingSi mowinave
poziciaze aRmoCndes.
sazogadoebriv-politikur Toq-SouSi konkretuli po-
litikuri da socialuri sakiTxebi ufro siRrmiseulad
ganixileba. gansxvavebiT sainformacio gamoSvebisa, aRniS-
nul SemTxvevaSi, detalurad xdeba im movlenis analizi,
romelmac mTeli dRis ganmavlobaSi sazogadoebaSi yve-
laze didi rezonansi gamoiwvia. aseTi gadacemis mTavari
mizania dRis mniSvnelovani movlenis analizi da misi
mniSvnelobisa, Tu tendenciebis gansazRvra. 202 SeiZleba
iTqvas, rom axali ambebis gamoSveba da Toq-Sou abalan-
sebs da garkveulwilad avsebs erTmaneTs. Sesabamisad,
saerTo mauwyebelze orive maTganis arseboba mniSvnelova-
nia.
197
e.w. `Prime Time~.
198
magaliTad, telekompania `mecxre arxze~ _ sazogadoebriv-
politikuri Toq-Sou àxalkacis matrica~.
199
cacanaSvili m., informaciuli samarTali, Tbilisi, 2004, 56.
200
iqve.
201
sainformacio programebis kriteriumebia: sizuste, miuker-
Zoebloba, zomierebis grZnoba sainformacio gamoSvebisas, wamyva-
nis (reportioris) toni, komentari, xmis tembri, warmoTqma, ga-
regnoba _ ix. CarTolani g., tele-radio Jurnalistika, 162-164 da
Semdgomi.
202
iqve. 116.
60
2.3.2 kerZo mauwyeblobis ganxorcieleba
kerZo mauwyeblobis gansaxorcieleblad saWiroa mau-

wyebels Sesabamisi saSualebani gaaCndes, romlis mopoveba
saqarTvelos moqmedi kanonmdeblobis Sesabamisadaa dasaS-
vebi. kerZod, mauwyeblobis gansaxorcieleblad saWiroa
mauwyeblis signali mayurebels raime teqnikuri saSuale-
biT miewodebodes (magaliTad, Tanamgzavruli saSualebiT).
aseT SemTxvevaSi, nebismier mayurebels, 203 romelsac saxl-
Si satelituri mimRebi eqneba, SeZlebs uyuros mxolod
iseT mauwyebels, romlis signalis miRebac satelitidan
xdeba. saqarTvelos sakonstitucio sasamarTlos ganmarte-
biT, aseTi saqmianobis ganxorcieleba mauwyeblis mxridan
gamoxatvis Tavisuflebis realizacias warmoadgens.204
TiToeuli aseTi qmedebis ganxorcielebisTvis mauwye-
bels komisiisgan miniWebuli Sesabamisi nebarTva unda
gaaCndes. garda Tanamgzavruli mauwyeblobisa, kanoni awe-
srigebs saeTero da sakabelo mauwyeblobasac. ganvixiloT
TiToeuli maTgani:
2.3.2.1 Tanamgzavruli mauwyebloba
Tanamgzavrul mauwyeblobas 205 tele an radiosamau-

wyeblo Tanamgzavruli sistemebis miwiszeda da orbita-
luri sadgurebis gamoyenebiT mauwyebloba warmoadgens.206
203
igulisxmeba momxmarebeli, romelsac gaaCnia aseTi saSualebiT
sargeblobisa da signalis miRebis ufleba.
204
205
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis ì~
qvepunqti.
206
magaliTad, ixileT telekompania `mecxre arxis~ oficialuri
vebgverdi: <www.tv9.ge>, sadac miTiTebaa Tanamgzavris saSualebiT
arxis signalis miRebis SesaZleblobaze (satelitis parametrebi
_ Eutelsat _ pozicia 360, 11446 H, DVB-S, 2222 ¾, Turksat 420, Hotbird 130...);
aseve ixileT magaliTad telekompania `maestros~ oficialuri
61
Tanamedrove msoflioSi Tanamgzavruli mauwyebloba
erT-erTi yvelaze gavrcelebulia, romlis safuZvelzec
e.w. `satelituri antenis~ meSveobiT SesaZlebelia Sesaba-
misi mauwyeblis signalis miReba. Tanamgzavruli mauwyeb-
lobis sakiTxi Tanamedrove saerTaSoriso samarTlis mo-
wesrigebis saganic gaxda. 207 gaizarda misi mizanic, rac
mauwyeblobis mimRebi qveynebisa Tu moqalaqeebis intere-
sebis uzrunvelyofaSi gamoixata.208
Tanamgzavruli mauwyeblobis ufleba Sesabamisi licen-
ziiT gaicema, 209 rac gulisxmobs saxelmwifos mxridan mau-
wyeblisTvis aseTi saxis saqmianobis uflebis miniWebas.
dReisTvis saqarTvelos Tanamgzavruli mauwyeblobis li-
cenzia 42 mauwyebels gaaCnia.210
2.3.2.2 saeTero mauwyebloba
saeTero mauwyebloba 211 sixSiris 212 gamoyenebiT mau-

wyeblobiT xdeba, rac damatebiT uflebas gulisxmobs,
vebgverdi: <www.maestro.ge>, sadac moZravi striqonis saSualebiT

aseve miTiTebaa Tanamgzavris saSualebiT arxis signalis miRebis
SesaZleblobaze (Turksat 3A at. 42.OE 12592 v SR 2220 Fec 5/6) _ orive
SemTxvevaSi CamoTvlil mauwyeblebs gaaCniaT telesamauwyeblo
Tanamgzavruli sistemebis miwiszeda da orbitaluri sadgulebis
gamoyenebiT mauwyebloba, sxva SemTxvevaSi aseTi saxis uflebamo-
sileba ar mieniWebodaT.
207
lis #1/1468 gadawyvetileba saqmeze saqarTvelos saxalxo damc-
208
ix. igive gadawyvetileba.
209
ix. magaliTad, aseve telekompania `mecxre arxis~ oficialuri
vebgverdi, sadac Sesabamisobis deklaraciaSi miTiTebulia Ta-
namgzavruli mauwyeblobisTvis licenziis gamoyenebiT xdeba sig-
nalis gvarceleba _ B112 licenzia _
<http://tv9.ge/img/advert/PrR_1367242541205909.pdf>.
210
ix. saqarTvelos komunikaciebis erovnuli komisiis vebgverdze
gamoqveynebuli informacia _
<http://gncc.ge/index.php?lang_id=GEO&sec_id=110&info_id=114263> _ (2013
wlis 9 ivlisis mdgomareobiT).
211
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `x~
qvepunqti.
62
mauwyebloba sxva saSualebebis daxmarebiT ganxor-
cieldes.
ukanasknel periodSi (saubaria 2012 wlis Tebervlis
periodidan dRemde) saqarTvelos komunikaciebis erovnuli
komisia saeTero mauwyeblobis licenzias aRar gascems,
rasac cifrul mauwyeblobaze gadasvlis 213 mizeziT asabu-
Tebs.214
saeTero mauwyebloba Tanamgzavruli mauwyeblobisgan
pirvel rigSi imiT gansxvavdeba, rom saeTero mauwyeblobi-
sas signali ar miewodeba satelitze da misi signalis mi-
Reba momxarebels satelituri mimRebis gareSe SeuZlia.
2.3.2.3 sakabelo mauwyebloba
sakabelo mauwyeblobas 215 sakabelo qselis 216 gamoyene-

biT mauwyebloba warmoadgens, romlisTvisac saWiroa mau-
wyeblis mier avtorizaciis gavla.217
212
radiosixSiruli speqtris gamoyenebiT.
213
2015 wlis 17 ivnisamde saqarTvelo valdebulia, uzrunvelyos
cifrul mauwyeblobaze gadasvla. aRniSnulis gaTvaliswinebiT,
saqarTvelos ekonomikisa da mdgradi ganviTarebis saministroSi
Seqmnilia cifrul mauwyeblobaze gadasvlis sabWo.
214
ix. magaliTad, saqarTvelos komunikaciebis erovnuli komisiis
2012 wlis 17 oqtombris presrelizi _
<http://gncc.ge/index.php?lang_id=GEO&sec_id=110&info_id=113164>
215
qvepunqti.
216
eleqtronuli sakomunikacio qseli _ ix. èleqtronuli komu-
nikaciebis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `y~ qvepunq-
ti.
217
avtorizacia gansazRvrulia rogorc `mauwyeblobis Sesaxeb~
saqarTvelos kanoniT, ise èleqtronuli komunikaciebis Sesaxeb~
saqarTvelos kanonis safuZvelze. winamdebare saxelmZRvaneloSi
avtorizaciaze vsaubrobT mxolod `mauwyeblobis Sesaxeb~ sa-
qarTvelos kanonis safuZvelze, romlis Tanaxmadac, mauwyebels
ar warmoeSoba is valdebulebani, rac èleqtronuli komunika-
ciebis Sesaxeb~ saqarTvelos kanonis safuZvelze avtorizebul
pirs.
63
sakabelo mauwyeblobis gansaxorcieleblad, `mauwyeb-
lobis Sesaxeb~ saqarTvelos kanonis safuZvelze avtori-
zebuli mauwyeblis telesignali èleqtronuli komunika-
ciebis Sesaxeb~ saqarTvelos kanoniT avtorizebuli piris
satelevizio paketSi Tavsdeba, romliTac nebismier momx-
marebels, romelsac am ukanasknelTan Sesabamisi samar-
Tlebrivi urTierToba aqvs damyarebuli, uflebamosilia,
mauwyeblis signali ixilos.
magaliTad: `Global TV-Si~ 218 sxva telekompaniebTan er-
Tad CarTulia `mecxre arxi~, `maestro~, `GDS~, ìmedi,
`kavskasia~ da sxv. 219 erTi mxriv, `Global TV~ èleqtronuli
komunikaciebis Sesaxeb~ saqarTvelos kanonis safuZvelze
avtorizebuli piria, xolo, meore mxriv, CamoTvlili te-
learxebi `mauwyeblobis Sesaxeb~ saqarTvelos kanonis sa-
fuZvelze avtorizebul pirebs warmoadgenen, romelnic
swored `Global TV-s~ saSualebiT, sakabelo qselis gamoye-
nebiT 220 mosaxleobisaTvis signalis miwodebas axdenen. Ta-
vis mxriv, piri, romelsac surs aseTi saxis signalis mi-
Reba, samarTlebriv urTierTobaSi Sedis `Global TV-sTan~,
ixdis Sesabamis gadasaxads 221 da iZens uflebas, uyuros
magaliTad, telekompania `mecxre arxs~.
sakabelo qselis gamoyenebiT samauwyeblo signalis
gadacemaze saubrobs saqarTvelos uzenaesi sasamarTlo,
romlis ganmartebiTac, aseTi saxis gadacemaSi igulisx-
meba `tele-radio gadacemebis gadacemebis mayureblisaTvis
yovelgvari saxecvlilebis gareSe miwodeba gadacemis
218
<www.globaltv.ge>
219
ix. <http://globaltv.ge/tvarxebi.html>
220
`Global TV~ èleqtronuli komunikaciebis Sesaxeb~ saqarTvelos
kanonis safuZvelze gaaCnia uflebamosileba, ganaxorcielos mau-
wyeblobis tranziti (definicia ixileT, miTiTebuli kanonis me-2
muxlis h45 qvepunqti), sakabelo qselis gamoyenebiT.
221
romelic konkretuli paketis mixedviTaa gaTvaliswinebuli da
romliTac ganisazRveba samauwyeblo arxebis zusti odenoba.
64
sxvadasxva teqnikuri saSualebebiT~. 222 aseTi saxis teqni-
kur saSualebebad ki sasamarTlo moiazrebs sadeniTa da
sahaero saSualebebiT (satelituri kavSiriT) gadacemas. 223
sasamarTlos msjelobiT, sakabelo saSualebiT samau-
wyeblo eTeris gadacema moicavs imave saxis pasuxismgeb-
lobis niSnebs, rac sxva saSualebebiT mauwyeblobisTvisaa
damaxasiaTebeli. magaliTad, Tu saxeze iqna mauwyeblis
mxridan piradi araqonebrivi uflebebis darRveva, mas pa-
suxismgebloba daekisreba moqmedi kanonmdeblobis mixed-
viT. 224 sxva sityvebiT rom iTqvas, sakabelo qselis gamoye-
nebiT mauwyebloba mauwyebels ar ayenebs privilegirebul
mdgomareobaSi da ar aTavisuflebs im valdebulebebisgan,
rac moqmedi kanonmdeblobiTaa mowesrigebuli.
dRes saqarTvelos teritoriaze 70-mde sakabelo opera-
tori arsebobs,225 romelTac sakuTar paketSi ganTavsebuli
aqvT mauwyebelTa signali. TiToeuli mauwyebeli, romelTa
signali aseT paketSia ganTavsebuli, sakabelo mauwyebels
warmoadgens da gavlili aqvs Sesabamisi avtorizacia.
2.3.3 adgilobrivi da erovnuli mauwyebloba
saqarTvelos kanonmdeblobiT gaTvaliswinebulia ad-

gilobrivi da erovnuli mauwyeblobis saxeebi. orive
SemTxvevaSi mauwyebels damatebiTi licenziis an sxva sax-
is uflebis miniWeba ar sWirdeba. ganvixiloT TiToeuli
maTgani:
222
saqarTvelos uzenaesi sasamarTlos 2011 wlis 7 martis #as-
1029-965-2010 gadawyvetileba.
223
ix. igive gadawyvetileba.
224
Sead. iqve, igive gadawyvetileba.
225
ix. komisiis vebgverdze 2013 wlis 8 ivliss gamoqveynebuli
mauwyeblobis tranzitze avtorizebul pirTa sia
65
2.3.3.1 adgilobrivi mauwyebloba
adgilobrivi mauwyebloba 226 mauwyeblobis iseT saxes

warmoadgens, romlis saSualebiTac mauwyeblis signali
licenziiT gansazRvruli momsaxurebis zonis aranakleb
90%-isTvis xelmisawvdomi unda iyos.
saqarTvelos komunikaciebis erovnuli komisiis 2006
wlis 1 dekembris #10 dadgenilebiT 227 ganisazRvra adgi-
lobrivi mauwyeblobis zonebi. maT miekuTvneba:
a) gadamcemi sadguris momsaxurebis zona _ `pirobiTad
SemosazRvrulia am teritoriaze ganTavsebuli sadguris
mier Seqmnili samauwyeblo donis signalis zRvruli mini-
maluri mniSvnelobis mqone wertilebis erTobliobiT~.228
b) saeTero samauwyeblo zona _ `saxmeleTo teritoria,
romelic moicavs gadamcemi sadguris momsaxurebis erT an
ramdenime zonas da pirobiTad SemosazRvrulia aRniSnul
teritoriaze ganapira momsaxurebis zonebiT~. 229 saTemo
samauwyeblo zonebSi gaerTianebulia 25 dasaxlebuli
punqti, 230 romelTac miniWebuli aqvT Sesabamisi nomeri (ma-
galiTad, stefanwminda _ zona 06 (stefanwminda, sno, kobi,
yanobi, xurTisi, goriscixe, sioni, arSa, axalcixe, karkuCa,
juTa, wowolTa, gveleTi, aCxoti, vardisubani)).231
g) samauwyeblo licenziis samoqmedo zona _ èrTi an
ramdenime saeTero samauwyeblo momsaxurebis zonis er-
Toblioba, rac licenziis pirobebSia asaxuli~.232
226
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis à~
qvepunqti.
227
saqarTvelos komunikaciebis erovnuli komisiis 2006 wlis 1
dekembris #10 dadgenileba _
228
dekembris #10 dadgenilebis me-2 punqti.
229
imave dadgenilebis me-3 punqti.
230
231
imave dadgenilebis me-6 punqtis `v~ qvepunqti.
232
66
2.3.3.2 erovnuli mauwyebloba
erovnuli mauwyebloba 233 kanoniT dadgenili wesiT gan-

xorcielebuli mauwyeblobaa, romelic saqarTvelos mo-
saxleobis aranakleb 90%-sTvisaa xelmisawvdomi. magali-
Tad: telekompania `mecxre arxi~ erovnul mauwyebels war-
moadgens, vinaidan misi momsaxurebis miReba SesaZlebelia
saqarTvelos mosaxleobis aranakleb 90%-sTvis.234
am mxriv mniSvnelovan daTqmas akeTebs saqarTvelos
komunikaciebis erovnuli komisia 2013 wlis 11 aprilis ga-
dawyvetilebaSi. 235 igi miiCnevs Semdegs: `kanoni ar akonkre-
tebs mauwyeblobis gavrcelebis teqnologias (Tanamg-
zavruli sistemebi, radiosixSireebi, sakabelo meurneoba),
anu kanonis sityva-sityviTi mniSvnelobiT, Tu mauwyebeli
nebismieri teqnologiiT faravs mosaxleobis 90%-s [...], ma-
Sin [...] erovnuli mauwyebelia~. komisiis mier aseTi saxis
interpretacia gvaZlevs saSualebas davaskvnaT, rom erov-
nuli mauwyebelia ara is, romlis signalsac ukve uyurebs
mosaxleobis aranakleb 90%, aramed is mauwyebeli, romlis
eTeris xilvis saSualebac gaaCnia mosaxleobis aRniSnul
233
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `T~
qvepunqti.
234
ix. saqarTvelos komunikaciebis erovnuli komisiis 2013 wlis
11 aprilis #245/22 gadawyvetileba da aseve SeadareT magaliTad,
saqarTvelos komunikaciebis erovnuli komisiis 2007 wlis 17 de-
kembris #761/18 gadawyvetileba, romliTac telekompaniebis:
`rusTavi 2~, `teleimedisa~ da `mzis~ sanqcirebis Taobaze admini-
straciuli warmoeba iqna Sewyvetili _ gadawyvetileba yuradsa-
Rebia im kuTxiT, rom komisia msjelobisas iyenebs termins: `[...]
Seswavlil iqna erovnuli kerZo saerTo telesamauwyeblo li-
cenziis mflobeli kompaniebis [...]~ _ mauwyebeli am SemTxvevaSi
licenzirebuli iyo saerTo mauwyebelad, xolo licenzia aRe-
buli hqonda rogorc kerZo mauwyebels. Sesabamisad, erovnuli
mauwyeblobis samarTlebrivi statusi mas mieniWa mxolod imis
gaTvaliswinebiT, rom saqarTvelos mosaxleobis aranakleb 90%-
isTvis iyo xelmisawvdomi misi signalis miReba.
235 ix. saqarTvelos komunikaciebis erovnuli komisiis 2013 wlis
11 aprilis #245/22 gadawyvetileba _
http://www.gncc.ge/index.php?lang_id=GEO&sec_id=7070&info_id=113944.
67
odenobas. magaliTad, telekompania `mecxre arxi~ warmoad-
gens erovnul mauwyebels, vinaidan misi mauwyeblobis
gavrcelebis geografiuli zonaa _ saqarTvelo.
cxrili #1
kerZo mauwyebloba
specializebuli saerTo mauwyebloba
mauwyebloba
saeTero mauwyebloba
sakabelo mauwyebloba
Tanamgzavruli mauwyebloba
adgilobrivi erovnuli
mauwyebloba mauwyebloba
68
3. mauwyeblobis saqmianobis ganxorcielebis ufleba
mauwyeblobis saqamianobis ganxorcieleba Sesabamisi

uflebis miniWebasTanaa dakavSirebuli da igi avtoriza-
ciis gavliT an licenziis miRebis gziTaa SesaZlebeli.
ganvixiloT TiToeuli maTgani:236
3.1 avtorizacia
avtorizacia 237 saqarTvelos komunikaciebis erovnuli

komisiis mier miTiTebuli kanoniT dadgenili wesis dac-
viT mauwyeblobis sferoSi mauwyeblis registracias war-
moadgens. igi dakavSirebulia mauwyeblobis sferoSi sa-
qarTvelos sakonstitucio sasamarTlos mniSvnelovan ga-
dawyvetilebasTan, romlis mixedviTac sakabelo qselis
saSualebiT mauwyeblis signalis gaSuqebisTvis licenzi-
rebis wesi aikrZala. amas mohyva kanonSi avtorizaciis
gavlis SesaZleblobis dadgena, 238 rasac saqarTvelos ko-
munikaciebis erovnuli komisia axdens.239
avtorizaciis sakiTxi mauwyeblobis sferoSi erTgvari
novaciaa im TvalsazrisiT, rom saqarTvelos sakonstitu-
cio sasamarTlos 2012 wlis 11 aprilis gadawyvetilebis
miRebamde aseT instituts `mauwyeblobis Sesaxeb~ saqarT-
velos kanoni ar icnobda. 240 amgvari gadawyvetilebis miRe-
bis erT-erT mTavars mizezs is warmoadgenda, rom sasa-
236
kerZo mauwyeblobis ganxorcielebis uflebis Sesaxeb meti
TvalsaCinebisTvis ixileT cxrili #2.
237
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis h16
punqti.
238
ix. saqarTvelos sakonstitucio sasamarTlos 2012 wlis 11
aprilis #1/1,468 gadawyvetileba saqmeze saqarTvelos saxalxo
damcveli saqarTvelos parlamentis winaaRmdeg.
239
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 36-e-35-e muxlebi
(IV Tavi).
240
avtorizacia am periodamde xorcieldeboda mxolod èleqtro-
nuli komunikaciebis Sesaxeb~ saqarTvelos kanonmdeblobis Sesa-
bamisad.
69
marTlos ganmartebiT, sakabelo qselis gamoyenebiT samau-
wyeblo licenzia ar iTvaliswinebda raime saxis damate-
biT moTxovnebsa da SezRudvebs.241
avtorizebul mauwyebels ufleba aqvs iyos licenziis
mflobelic. avtorizacia mauwyeblad daregistrirebis wi-
napirobas ar warmoadgens. 242 mauwyebels ufleba aqvs, li-
cenzia avtorizaciis gavlis gareSe miiRos. 243
3.2 licenzia
licenzia 244 warmoadgens mauwyeblis uflebas, mauwyeb-

loba ganaxorcielos licenziaSi gawerili pirobebis
dacviT. licenziis mflobeloba ar gulisxmobs masze sa-
kuTrebis uflebis qonas.245 iuridiul mecnierebaSi gamoTq-
muli mosazrebis Tanaxmad, mflobelis sakuTrebis ufle-
bisgan gamijvna qarTuli kanonmdeblobis (saqarTvelos
samoqalaqo kodeqsis) Rirsebad aris CaTvlili, 246 rac
gavlenas hpovebs telesamauwyeblo samarTalSic.
241
tuRuSi T., burjanaZe g., mSvenieraZe g., gociriZe g., menabde v.,
adamianis uflebebi da saqarTvelos sakonstitucio samarTal-
warmoebis praqtika (1996-2012 wlebis sasamarTlo praqtika), sa-
qarTvelos sakonstitucio sasamarTlos, saqarTvelos saxalxo
damcvelisa da axalgazrda iuristTa asociaciis erToblivi
proeqti, gamomcemloba `sezani~, Tbilisi, 2013, 303.
242
Tumca Tanamedrove praqtikaSi yvela mauwyebels gavlili aqvs
avtorizacia, romliTac uflebamosileba aqvT miniWebuli, saka-
belo operatoris saSualebiT agnaxorcielon sakabelo mauwyeb-
loba.
243
saqarTvelos moqmedi kanonmdeblobiT araa gaTvaliswinebuli
is, rom avtorizaciis gavlis gareSe, mauwyebels ufleba ar aqvs
moiTxovos sxva saxis (magaliTad saeTero) licenziis miReba.
244
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2 muxlis `r~
qvepunqti.
245
zoiZe b., qarTuli sanivTo samarTali, meore gamocema, gamom-
cemloba `mecniereba~, Tbilisi, 2005, 57.
246
ix. iqve.
70
mauwyeblobis sferoSi licenzia gaicema, 247 Tu xor-
cieldeba: 248 a) samauwyeblo gadamcemebis meSveobiT mau-
wyebloba; b) saeTero mauwyebloba; g) Tanamgzavruli mau-
wyebloba.249
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis safuZ-
velze gansazRvrulia licenziis ori saxe: kerZo da saTe-
mo mauwyeblobis licenzia. amasTan, aucilebelia, rom
licenziis saxeoba licenziaSive mieTiTos. licenziis
memkvidreobiT gadacema kanoniT dauSvebelia da Tundac
fizikuri piri flobdes mas, ar gaaCnia uflebamosileba,
anderZiT gadasces igi mesame pirs.
licenziis gacemis sakiTxs garda `mauwyeblobis Se-
saxeb~ saqarTvelos kanonisa, awesrigebs `licenziebisa da
nebarTvebis Sesaxeb~ saqarTvelos kanoni, romlis me-3 mux-
lis à.b~ qvepunqtis mixedviTac, saqmianobis licenziis
sakiTxia definirebuli. amave kanonis me-6 muxlis me-13 da
me-14 punqtebiT gawerilia kerZo da saTemo mauwyeblobis
licenziebi, rogorc saqmianobis licenziis saxeebi.
`licenziebisa da nebarTvebis Sesaxeb~ saqarTvelos ka-
noni licenziis gacemis uSualod procedurul sakiTxebs
awesrigebs, romliTac sxva sajaro dawesebulebebis msgav-
sad saqarTvelos komunikaciebis erovnuli komisia
xelmZRvanelobs.
247
licenzirebisas gamoiyeneba `licenziebisa da nebarTvebis Se-
saxeb~ saqarTvelos kanoni.
248
punqti.
249
ix. magaliTad, saqarTvelos komunikaciebis erovnuli komisiis
2013 wlis 3 ianvris #02/1 gadawyvetileba, Sps `mzera tivi-sTvis~
Tanamgzavruli sistemebis miwiszeda da orbitaluri sadgurebis
gamoyenebiT kerZo mauwyeblobis lcienziis gacemis Sesaxeb
<http://gncc.ge/index.php?lang_id=GEO&sec_id=7070&info_id=113506 >
71
cxrili #2
kerZo mauwyeblobis
ganxorcielebis ufleba
mxolod kanoniT dadgenili

wesis safuZvelze
avtorizacia licenzia
sakabelo
mauwyebloba
saeTero mauwyebloba
Tanamgzavruli
mauwyebloba
72
Tavi III reklama
1. reklamis cneba
reklama momxmareblisTvis informaciis miwodebis sa-

Sualebas warmoadgens, raTa am ukanasknels konkretuli
fizikuri Tu iuridiuli pirisadmi ndoba gauCndes da misi
momsaxureba/produqti gamoiyenos. 250 am ganmartebidan ga-
momdinare SeiZleba iTqvas, rom reklama Tavisufali sity-
vis gamoxatvis erT-erTi formaa.251
sareklamo rgolSi momxareblisTvis informaciis miwo-
deba umniSvnelovanesia, radgan `sabazro ekonomikis piro-
bebSi uSualod momxmarebelzea damokidebuli biznesis ama
Tu im pirobebSi dasaqmebuli adamianebis saboloo Se-
degi~, 252 rac reklamis damkveTis saqmianobasac warmoad-
gens.
saqarTvelos moqmedi kanonmdebloba reklamis ganTav-
sebis, gavrcelebis ramdenime SesaZleblobas gansazRvravs.
winamdebare naSromis miznebidan gamomdinare, mxolod sa-
mauwyeblo reklama iqneba ganxiluli.253
250
ix. magaliTad, saqarTvelos uzenaesi sasamarTlos 2012 wlis
25 oqtombris #as-1260-1189-2012 ganCineba _ aRwerilobiTi nawili
(sakasacio saCivari, kasatoris argumentebi) _ aRniSnuli sakasa-
cio saCivari, rogorc dauSvebeli, ganuxilvelad iqna datove-
buli. aRniSnul saqmeSi kasatori sakuTar sakasacio saCivarSi
axdens argumentirebas, romliTac igi ganmartavs, rom mopasuxe
dawesebulebis mier gamowerili medikamentebis gaTvaliswinebiT
gauCnda mis mimarT didi ndoba da CaTvala, rom SesaZlebeli iyo
misi gankurneba, rac saboloo jamSi ar ganxorcielda.
251
alfaiZe T., media samarTali, 173.
252
Todua n., mRebriSvili b., marketingis safuZvlebi, 155.
253
`reklamis Sesaxeb~ saqarTvelos kanonis me-3 muxlis me-15
punqtis mixedviT, samauwyeblo reklamaa: `mauwyeblis mier gavr-
celebuli (gadacemuli) komerciuli, socialuri an winasaarCevno
reklama, garda mauwyeblis mier sakuTar an damoukidebel pro-
gramasTan dakavSirebiT gakeTebuli gancxadebisa, romelic aris
fizikur an iuridiul pirze, saqonelze, momsaxurebaze, samu-
Saoze, ideasa da wamowyebaze nebismieri saSualebiTa da formiT
73
2. reklamis damkveTi
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-3 mux-

lis me-8 punqtis mixedviT, reklamis damkveTi 254 aris `fi-
zikuri an iuridiuli piri, romelic warmoadgens sarek-
lamo informaciis wyaros, misi Semdgomi warmoebis, gan-
Tavsebisa da gavrcelebisaTvis~.
gavrcelebuli informacia, romelic gamiznulia pirTa ganu-

sazRvreli wrisTvis da emsaxureba fizikuri an iuridiuli pi-
ris, saqonlis, momsaxurebis, samuSaos, ideisa da wamowyebis
realizaciis xelSewyobas~.
254
mauwyebelze reklamis ganTavseba warmodgens kerZosamarTle-
brivi urTierTobis saxes, Sesabamisad saxelSekrulebo urTier-
TobaSi gamoiyeneba kerZosamarTlebrivi normebi. saqarTvelos
samoqalaqo kodeqsi ar icnobs termins _ `damkveTi~. magaliTad,
nardobis xelSekrulebis mixedviT, erTi mxriv warmodgenilia
menarde, xolo meore mxriv _ SemkveTi (629-e muxlis 1-li nawili).
nardobis xelSekrulebis Sedgenisas SemkveTis magivrad terminis
_ damkveTis gawera xelSekrulebis formaluri gaumarTaobis
safuZvels warmoadgens, Tumca amiT TavisTavad ar dgeba iuridi-
uli Sedegi (magaliTad, Tu dasaqmebulis magivrad mosamsaxure
iqna miTiTebuli SromiT xelSekrulebaSi, es ver gaxdeba verc
xelSekrulebis saciloobis an/da baTilobis safuZveli). sainte-
resoa, rogor unda iqnes gawerili sakiTxi sareklamo urTier-
Tobisas: `reklamis Sesaxeb~ saqarTvelos kanoni icnobs reklamis
damkveTis (da ara SemkveTis) cnebas. amasTan, saqarTvelos samo-
qalaqo kodeqsis me-2 muxlis me-2 nawilis mixedviT, ssk-is gaT-
valiswinebul zogad normebsa da specialur normebs Soris ko-
liziis arsebobisas gamoiyeneba specialuri normebi. samarTlis
analogias (kodeqsis principebidan gamomdinare) rom mivyveT,
`reklamis Sesaxeb~ saqarTvelos kanoni mauwyebelze reklamis
ganTavsebis samarTlebrivi regulirebis specialur kanons war-
moadgens. Sesabamisad, aseTi saxis urTierTobisas unda gamoviye-
noT swored miTiTebuli kanoni. rogorc ukve aRiniSna, me-3 mux-
lis me-8 punqtiT gawerilia reklamis damkveTis cneba. aRniSnu-
lidan gamomdinare, sareklamo urTierTobisas xelSekrulebis
Sedgenisas gamoyenebul unda iqnes termini _ damkveTi (reklamis
damkveTi, romlis reklamac Tavsdeba teleeTerSi) da Semsrule-
beli (mauwyebeli, romelic sakuTar teleeTerSi anTavsebs rek-
lamas).
74
magaliTad, SezRuduli pasuxismgeblobis sazogadoeba,
saaqcio sazogadoeba, fizikuri piri, romelic damoukide-
beli saxeliT moqmedebs, individualuri mewarme da a.S.
CamonaTvalSi miTiTebuli subieqtebis garda sainteresoa
sakiTxi, romelic erT-erT reklamis damkveTs _ saxelmwi-
fos exeba. kanonSi ar aris miTiTeba saxelmwifos, rogorc
reklamis erT-erT damkveTze, Tumca moqmedi kanonmdeblo-
bis mixedviT, saxelmwifo SeiZleba aseve iyos mxolod so-
cialuri an politikuri reklamis damkveTi, 255 romelic
samoqalaqosamarTlebrivi urTierTobis safuZvelze rek-
lamas daukveTavs da Sesabamis angariSsworebas ganaxor-
cielebs.256
reklamis damkveTze msjelobisas aucilebelia xazi
gaesvas im faqts, rom igi aucileblad im informaciis wya-
ros matarebeli unda iyos, romlis gavrcelebac sarek-
lamo rgolis saSualebiT xdeba. sxva sityvebiT rom iTq-
vas, reklamis damkveTi reklamis ganTavsebis Taobaze in-
iciators unda warmoadgendes da upirveles yovlisa mis
warmoebaSi arsebuli produqtis (momsaxurebis da sxv.)
miznebidan unda moqmedebdes.
sareklamo masalis damzadebisas reklamis damkveTis
mizans warmoadgens is, rom man marTebulad gansazRvros
reklamirebadi saqonlis myidvelis stimuli: saqonli, fa-
si, ekonomikuri, aseve politikuri da kulturuli faqto-
255
2013 wlis cvlilebebis Sedegad axlad gansazRvruli wesis
Sesabamisad.
256
aRniSnulis Taobaze ixileT saqarTvelos axalgazrda
iuristTa asociaciis kvleva _ mediabiznesi saqarTveloSi (2012)
_ kvlevis avtorebi: kapanaZe n., gogosaSvili m., nawili II (sajaro
dawesebulebebis arCevani), me-6 punqti – q. Tbilisis meria; kvle-
vaSi gawerilia, rom q. Tbilisi meriam telekompania `rusTavi 2~,
ìmedisa~ da `pirveli arxis~ eTerSi ganaTavsa sareklamo rgoli,
gv. 42; aseve ix. internetSi gamoqveynebuli masalebi, romelic
sainformacio saagentom _ `Media.Ge~ gamoaqveyna _
<http://www.media.ge/ge/portal/news/300627/>. `mauwyeblobis Sesaxeb~ sa-
qarTvelos kanonSi Setanili cvlilebebis Sedegad sajaro dawe-
sebulebebs aseTi saxis uflebamosileba aRar eqnebaT.
75
rebi, 257 romelTa SejerebiTac igi Seqmnis momxmarebel-
TaTvis misaReb da rac mniSvnelovania, xelmisawvdom fa-
sad gasayid produqts.
saqarTvelos moqmedi kanonmdeblobiT reklamis
damkveTi ewodeba rogorc komerciuli, aseve, socialuri
da winasaarCevno/politikuri reklamis damkveTs, Tumca
maTi uflebamosilebani da valdebulebani erTmaneTisgan
radikalurad gansxvavdeba.
3. samauwyeblo reklamis saxeebi258
samauwyeblo reklama (SemdgomSi _ reklama) reklamis

iseT saxes warmoadgens, romlis gavrceleba SesaZlebelia
mauwyeblis teleeTeriT. samauwyeblo reklamis defini-
ciaSi kanoni imave daTqmas akeTebs, rasac arasamauwyeblo
reklamisas. erTaderTi gansxvaveba isaa, rom samauwyeblo
reklamis gavrceleba mauwyeblis saSualebiT xdeba.
samauwyeblo reklama sam ZiriTad saxed iyofa: socia-
luri, politikuri/winasaarCevno da komerciuli reklama.
ganvixiloT TiToeuli maTgani:
3.1 socialuri reklama
socialuri reklama informaciis gavrcelebis aramom-

gebian saxes warmoadgens, romlis mizania mosaxleobis
socialuri sferos daxasiaTeba, gaacnos mosaxleobas maTi
ufleba-movaleobebis Sesaxeb an CarTos garkveul qvel-
moqmedebiT saqmianobaSi.259/260
257
Sead. Todua n., mRebriSvili b., marketingis safuZvlebi, 158 da
Semdgomi.
258
meti TvalsaCinoebisTvis ix. cxrili #5.
259
260
magaliTad, qarTul internet sivrceSi gamoqveynda xorvatiaSi
gavrcelebuli socialuri reklama, romelic ojaxur Zaladobas
exeba <www.marketer.ge/ojaxuri-dzaladoba>. aRniSnuli sareklamo rgo-
li xazs usvams TiToeuli fizikuri piris valdebulebas, ojaxis
76
saqarTveloSi moqmedi kanonmdeblobiT, socialuri
reklamis ganmarteba or samarTlebriv aqtSi gvxvdeba:
`reklamis Sesaxeb~ saqarTvelos kanonis me-12 muxlis mix-
edviT, socialuri reklamaa: `sazogadoebrivi sikeTis
xelSewyobisa da saqvelmoqmedo miznebis miRwevisaken mi-
marTuli reklama, romelic ar aris arc komerciuli da
arc winasaarCevno reklama da ar Seicavs kerZo samarTlis
iuridiuli piris an samTavrobo dawesebulebis, agreTve
maT mier gaweuli momsaxurebis reklamas~. aseTive saxiTaa
ganmartebuli socialuri reklama `mauwyeblobis Sesaxeb~
saqarTvelos kanonis me-2 muxlis `h~7 qvepunqtSi, anu erT-
sa da imave samarTlebriv institutze ori damoukidebeli
samarTlebrivi norma analogiur definicias icnobs. Tumca
Tanamedrove praqtikaSi seriozul problemad swored aR-
niSnuli definiciidan gamomdinare imis gamijvna rCeba, Tu
ra saxis qmedeba SeiZleba iyos sazogadoebrivi sikeTis
xelSewyobisa da sazogadoebrivi miznebis miRwevisken mi-
marTuli.261
magaliTi: reklama: ssip – ganaTlebis xarisxis ganvi-
Tarebis erovnuli centri 262 mouwodebs yvela im pirs, vi-
sac surs daafuZnos universiteti: mobrZandiT CvenTan
ufaso konsultaciaze, SemoitaneT ganacxadi da mieciT
momaval Taobas saSualeba, icxovros ganaTlebul gare-
moSi. marTalia, dasaxelebuli sajaro dawesebulebis mi-
wevris pativiscemiT moepyras. aseve ixileT qarTuli socialuri

reklama, romelic aseve sazogadoebisTvis mniSvnelovan sakiTxs
_ SezRuduli SesaZleblobebis mqone pirTa gadaadgilebis uf-
lebas exeba _ <www.youtube.com/watch?v=5yl9tPQHIbo>.
261
aRsaniSnavia, rom orive, zemoT CamoTvlili piroba aucileb-
lad unda iyos saxeze, winaaRmdeg SemTxvevaSi, reklamas ar mie-
niWeba socialuri statusi.
262
saqarTvelos ganaTlebisa da mecnierebis saministros Semad-
genlobaSi Semavali erT-erTi sajaro samarTlis iuridiuli pi-
ri, romlis sxva uflebamosilebebTan erTad erT-erTia: univer-
sitetisTvis avtorizaciisa da akreditaciis miniWeba. ix. ofi-
cialuri vebgverdi <www.nea.ge>.
77
zani sajaro xasiaTisaa, 263 magram igi swored mis mier ga-
sawev momsaxurebas exeba, rac socialuri reklamis far-
glebs cdeba.264/265
socialuri reklama ar unda Seicavdes politikuri
reklamis niSnebs, iqneba igi pirdapiri Tu faruli saxiT.
samwuxarod, bolo periodSi qarTul mediaSi araerTi ase-
Ti faqti dafiqsirda, 266 rac absoluturad ar aris kano-
nieri. aRniSnuli SeiZleba ganxorcielebul iqnes gan-
zraxviT an gaufrTxileblobiT, maT Soris, ucodinrobiT,
rodesac reklamis damkveTi ar aris informirebuli, ra
saxiT unda ganaxorcielos qmedeba, rom kanoni daicvas.
socialuri TvalsazrisiT, konkretuli urTierTobis
mowesrigeba mniSvnelovania nebismier sakanonmdeblo do-
neze. Tu istoriul paralels gavavlebT, SevniSnavT, rom
saqarTvelos demokratiuli respublikis 1921 wlis 21 Te-
bervlis konstituciaSi socialuri daxmarebis sakiTxs
calke muxli eTmoboda. 267 / 268 aRniSnulis fonze SesaZlebe-
263
igi pirdapir kavSirSia saqarTvelos konstituciiT aRiarebul
ganaTlebis uflebasTan.
264
erTi mxriv, am organizaciaSi konsultacia isedac ufasoa,
xolo, meore mxriv, avtorizaciis gavla an/da akreditaciis mini-
Weba Sesabamis finansebTanaa dakavSirebuli da es ukve dawesebu-
lebis uSualo momsaxurebas warmoadgens.
265
Tu dasaxelebuli administraciuli organos reklamas socia-
luri xasiaTi mieniWeboda, misi ganTavsebis sakiTxi aucileblad
unda mowesrigebuliyo `mauwyeblobis Sesaxeb~ saqarTvelos ka-
nonis 661 muxlis me-2 punqtis Sesabamisad.
266
ix. a(a)ip _ adamianis uflebaTa centris angariSi Temaze: ada-
mianis uflebaTa centris mediamonitoringis bolo periodis an-
gariSebi <http://www.humanrights.ge/index.php?a=main&pid=15965&lang=geo>.
aRniSnul angariSSi miTiTebulia im mauwyebelTa Sesaxeb, ro-
melzec 2012 wlis 1 oqtombris saparlamento arCevnebis win ga-
dioda politikuri niSnebis mqone socialuri reklama.
267
ix. saqarTvelos demokratiuli respublikis 1921 wlis 21 Te-
bervlis konstituciis 119-e muxli.
268
aRniSnulis Taobaze ixileT: canava l., socialur-ekonomikuri
uflebebi 1921 wlis konstituciis mixedviT, saqarTvelos demo-
kratiuli respublika da 1921 wlis konstitucia, I erovnuli
konferencia sakonstitucio samarTalSi, moxsenebebis krebuli,
78
lia im daskvnis gakeTeba, rom socialuri reklamis arse-
bobas da mis mowesrigebas sakanonmdeblo doneze didi
mniSvneloba eniWeba, Tumca erTia sakanonmdeblo doneze
mowesrigeba da meore misi Sesruleba.
saqarTveloSi momuSave arasamTavrobo organizaciebis
monitoringidan gamomdinare SeiZleba im daskvnis gakeTeba,
rom saqarTveloSi mauwyebelze 269 ganTavsebuli socia-
luri reklama ver akmayofilebs saqarTvelos kanonmdeb-
lobiT dadgenil kriteriumebs. 270 amasTan, zogierT
SemTxvevaSi warmodgenili sareklamo rgoli (romelic
socialur reklamas unda exebodes) absoluturad ar See-
sabameba `mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-2
muxlis `h7~ qvepunqtiT gaweril definicias.
3.1.1 socialuri reklamis ZiriTadi principebi
socialur reklamas kanonismieri definiciidan gamom-

dinare sami ZiriTadi principi gaaCnia (ixileT cxrili
#3). kerZod:
a) igi mimarTuli unda iyos: sazogadoebrivi sikeTis
xelSewyobisa da saqvelmoqmedo miznebis miRwevisaken;
b) ar unda warmoadgendes arc komerciul da arc wi-
nasaarCevno reklamas;271
g) ar unda Seicavdes kerZo samarTlis iuridiuli pi-
ris an samTavrobo dawesebulebis reklamas an maT mier
gasawevi momsaxurebis reklamas.
daviT batoniSvilis samarTlis institutis gamomcemloba, Tbi-

lisi, 2013, 65-66.
269
ar igulisxmeba yvela mauwyebeli.
270
ix. a(a)ip _ adamianis uflebaTa centris angariSi: faruli
reklamis niSnebi socialur reklamebSi
<http://www.humanrights.ge/index.php?a=main&pid=15342&lang=geo>.
271
aRniSnuli pirdapir gamomdinareobs Sesabamisi samarTlis
normidan. arc winasaarCevno/politikur da arc komerciul rek-
lamaze ar aris kanonSi aseTi saxis definicia mocemuli.
79
sxva samarTlebriv aqtebTan SedarebiT, `reklamis Se-
saxeb~ saqarTvelos kanoni socialur reklamas ufro da-
konkretebiT ganmartavs. magaliTad, amave kanonis me-12
muxlis me-2 punqtis mixedviT, socialur reklamaSi ar un-
da iyos moxseniebuli komerciuli organizaciebi da indi-
vidualuri mewarmeebi, maTi saqonlis konkretuli markebi
(modelebi, artikulebi), agreTve, iseTi saxis markebi, ro-
melic arakomerciuli organizaciebis damxmare samewarmeo
saqmianobis Sedegs warmoadgens. am mxriv, `mauwyeblobis
Sesaxeb~ saqarTvelos kanonSi socialuri reklamis gan-
marteba mwiria.
3.1.2 socialuri reklamis ZiriTadi

problemuri sakiTxebi
socialuri reklamis problemur sakiTxebze saubrisas

mxolod im or ZiriTadad Temaze SevCerdebi, rac Taname-
drove praqtikaSi yvelaze aqtualuria: socialuri rekla-
mis damkveTi da socialuri reklamis ganTavsebis vada.
3.1.2.1 socialuri reklamis damkveTi
saqarTvelos moqmedi kanonmdeblobiT pirdapir araa

gansazRvruli, Tu vin SeiZleba iyos socialuri reklamis
damkveTi. aqedan gamomdinare, SeiZleba iTqvas, rom socia-
luri reklamis damkveTi SeiZleba iyos nebismieri fizi-
kuri Tu iuridiuli piri, ganurCevlad misi samarTlebrivi
formisa (sajaro dawesebulebis SemTxvevaSi dakonkretebu-
lia aRniSnuli sakiTxi), Tumca TiToeulis SemTxvevaSi
reklama im definiciidan unda gamomdinareobdes, rac so-
cialuri reklamis ganmartebisas gvxvdeba.
80
3.1.2.2 socialuri reklamis ganTavsebis vada
saqarTvelos kanonmdebloba ar awesrigebs konkretul

vadebs, romelic SeiZleba mauwyeblis eTerSi socialuri
reklamis ganTavsebas Seexos. magaliTad, erT-erTma arako-
merciulma organizaciam sazogadoebrivi sikeTis xelSe-
wyobis mizniT socialuri reklama gansaTavseblad mauwye-
bels warudgina, magram gancxadebaSi, sadac igi reklamis
ganTavsebas iTxovda, ar miuTiTa reklamis ganTavsebis pe-
riodulobaze. am SemTxvevaSi rogor unda moiqces mauwye-
beli? kanoniT mas mxolod pirdapiri valdebuleba eki-
sreba, rac reklamis ganTavsebaSi gamoixateba. aseT
SemTxvevaSi, yvelaze logikuri gadawyvetileba iqneba,
mauwyeblis mier analogiis gamoyeneba, romliTac igi so-
cialuri reklamis damkveTs gonivrul vadas ganu-
sazRvravs (magaliTad erT Tves, romelic praqtikaSi yve-
laze aprobirebuli saxisaa) da swored am vadiT miscems
uflebas, miwodebuli socialuri reklama teleeTeriT
gaaSuqos.
81
cxrili #3
socialuri reklama
sami aucilebeli winapiroba
mimarTuli unda iyos sazogadoebrivi sikeTis xelSe-

wyobisa da saqvelmoqmedo miznebis miRwevisken
ar unda iyos
komerciuli da arc ar unda Seicavdes
winasaarCevno/ kerZo samarTlis
politikuri iuridiuli piris an
samTavrobo dawese-
bulebis reklamas
an maT mier gasawevi
momsaxurebis rekla-
mas (ar unda
gaaCndes komerciuli
mizani)
82
3.2 politikuri/winasaarCevno reklama
politikuri/winasaarCevno reklama 272 (SemdgomSi _ po-

litikuri reklama) miznad isaxavs TiToeul saarCevno
subieqts 273 Tanabari Sansi274 misces arCevnebSi gasamarjveb-
lad, romliTac mas SesaZlebloba eqneba gamoiyenos yvela
is resursi, rac mniSvnelovania miznis misaRwevad. aseTi
ki Tanamedrove cxovrebaSi, upiratesad mauwyeblobis sa-
SualebiT informaciis gavrcelebaa.275
politikuri reklama garkveuwilad xels uwyobs arCev-
nebis Tavisuflad da gamWvirvaled Catarebas, xolo ar-
Cevnebis Tavisuflad da gamWvirvaled Catareba umniSvne-
lovanesia saboloo Sedegisadmi xalxis ndobis mosapo-
veblad. aRniSnuls safuZvlad udevs didi xnis istoria,
maT Soris, saqarTveloSic, rodesac saqarTvelos demo-
kratiuli respublikis 1921 wlis 21 Tebervlis konstitu-
ciis mixedviT 276 winasaarCevno agitacia 277 Sesabamis far-
glebSi Tavsdeboda da misi damrRvevis mimarT gamoiye-
272
saqarTvelos saarCevno kodeqsis me-2 muxlis `j~ qvepunqti.
273
rogorc kvalificiurs, ise arakvalificiur saarCevno sub-
ieqts.
274
Sansis Tanasworoba saarCevno periodSi umniSvnelovanesi sa-
kiTxia. aRniSnulis Taobaze ix. magaliTad, germaniis sakonsti-
tucio sasamarTlos praqtika _ BVerfG, 2 BvC 4/10 vom 9.11.2011, Ab-
satz-Nr. (1 - 160),
<http://www.bverfg.de/entscheidungen/cs20111109_2bvc000410.html>.
275
maT Soris, reklama, romelic aseve ifnormaciis gavrcelebis
wyaros warmoadgens, magram gansxvavebiT sainformacio saxis ga-
dacemisgan, siuJetisgan, misi mizani garkveuli sargeblis miRebaa.
276
aRniSnulis Taobaze detalurad ixileT: TevzaZe T., arCevnebi
1921 wlis konstituciis mixedviT (1918-1921 wlebis saarCevno sis-
tema da kanonmdebloba), saqarTvelos demokratiuli respublika
da 1921 wlis konstitucia, I erovnuli konferencia sakonstitu-
cio samarTalSi, moxsenebebis krebuli, daviT batoniSvilis sa-
marTlis institutis gamomcemloba, Tbilisi, 2013, 128-146 (Semd-
gomSi _ TevzaZe T., arCevnebi 1921 wlis konstituciis mixedviT,
gv.).
277
termini _ winasaarCevno agitacia SegviZlia gamoviyenoT, Tu
paralels gavavlebT dRevandel samarTlebriv mowesrigebasTan.
83
neboda sxvadasxva dasjadi RonisZieba. 278 erTi mxriv, ar-
Cevnebis gziT mosaxleobas eZleva SesaZlebloba airCios
da warmomadgenlobiT organoSi wargzavnos adamianebi,
romelnic saxelmwifos mier gadawyvetilebis miRebisas
amomrCevlis nebas gamoxataven, 279 xolo, meore mxriv, aseTi
pirovnebis arCevisTvis saWiroa saarCevno subieqtis mier
mosaxleobisTvis Tavisi kandidaturis SeTavazeba.
politikuri reklamis definicias vxvdebiT `mauwyeblo-
bis Sesaxeb~ saqarTvelos kanonsa 280 da saqarTvelos saar-
Cevno kodeqsSi. 281 aRniSnuli ganmartebebi erTmaneTTan wi-
naaRmdegobaSi ar modis, Tumca saarCevno kodeqsSi misi
mowesrigeba ufro detalurad ganimarteba.
ramdenad mniSvnelovania politikuri reklama qveyanaSi
arsebuli konstituciuri uflebebis _ azris gamoxatvis,
arCevnebSi Tanasworuflebianobis TvalsazrisiTa da ram-
denad mniSvnelovania misi didi sixSiriT sajaro gada-
278
ix. TevzaZe T., arCevnebi 1921 wlis konstituciis mixedviT, 2013,
143.
279
cnobilaZe p., saqarTvelos konstituciuri samarTali, gamom-
cemloba `meridiani~, Tbilisi, 1996, 161.
280
qvepunqti:
`reklama, romelic miznad isaxavs saqarTvelos preziden-
tis, parlamentis, adgilobrivi TviTmmarTvelobis warmo-
madgenlobiTi organos _ sakrebulos, gamgeblisa da meris
arCevis xelSewyobas~.
aRsaniSnavia, rom `mauwyeblobis Sesaxeb~ saqarTvelos kanoni
aseTi reklamis aRmniSvnel terminad iyenebs mxolod _ winasaar-
Cevno reklamas. saarCevno kodeqsiT ki aseTi reklama ganmarte-
bulia, rogorc winasaarCevno/politikuri reklama.
281
saqarTvelos saarCevno kodeqsis me-2 muxlis `j~ qvepunqti:
`masobrivi informaciis saSualebebSi gasuli iseTi Sinaar-
sis reklama, romelic miznad isaxavs saarCevno subieqtis
arCevisTvis xelis Sewyobas/xelis SeSlas, romelSic naCve-
nebia saarCevno subieqti an/da misi arCevnebSi monawileobis
rigiTi nomeri da romelic Seicavs winasaarCevno kampaniis
niSnebs, an mowodebas sareferendumod/saplebiscitod ga-
motanili sakiTxis gadawyvetis sasargeblod an sawinaaRm-
degod~.
84
cema? Tanamedrove praqtika mowmobs, rom politikuri
reklamis sixSiriT is qveynebi gamoirCevian, sadac arasta-
biluri politikuri klimatia. 282 politikuri reklama mas-
Si monawile subieqtis propagandas warmoadgens, xolo
propaganda damaxasiaTebelia totalitaruli, avtori-
taruli an fundamenturi ideologiis mqone qveynebisT-
vis, 283 sadac politikuri klimati, gansxvavebiT demokrati-
uli qveynebisgan, ar aris stabiluri, vinaidan saarCevno
kampaniis dros saxelmwifo masmediis saqmianobaze mniSv-
nelovan gavlenas axdens.284
politikuri reklama SeiZleba iyos rogorc fasiani,
ise, ufaso. aseT reklamebs gaaCniaT Tavisi dadebiTi da
uaryofiTi mxareebi. politikuri reklama pirdapir gamom-
dinareobs saqarTvelos konstituciis 28-e muxlidan, ro-
melic gansazRravs erT-erT konstituciur princips _
saarCevno uflebas.285
arsebobs araerTi mosazreba imis Taobaze, Tu ramdenad
gamarTlebulia fasiani politikuri reklamis ganTavseba
mauwyebelze winasaarCevno periodSi. sakiTxis aseTi kuT-
xiT warmoCnisas wina planzea wamoweuli sityvis Tavi-
suflebis Tema, 286 romlis safuZvelzec TiToeuli saar-
Cevno subieqti amomrCevels telemauwyeblis saSualebiT
awvdis informacias sakuTari winasaarCevno kampaniisa Tu
Semdgomi dapirebebis Taobaze.287
282
283
iqve.
284
Sead. alfaiZe T., media samarTali, 62.
285
kublaSvili k., ZiriTadi uflebebi, 335.
286
langi i., media da arCevnebi, saxelmZRvanelo, Targmani, saqarT-
veloSi evropis sabWos sainformacio biuros gamocema, gamom-
cemloba `regtaimi~, Tbilisi, 2003, 45 (SemdgomSi _ langi i., me-
dia da arCevnebi, gv.).
287
ix. magaliTad a(a)ip _ adamianis uflebaTa centris angariSi
2012 wlis 1 oqtombris saparlamento arCevnebis Sesaxeb, romel-
Sic gaTvaliswinebulia winasaarCevno periodSi TiToeuli saar-
Cevno subieqtis mier telemauwyebelze ganTavsebuli politikuri
reklamis Sinaarsi da slogani _
85
saarCevno subieqtebs konkretuli programebi gaaCniaT,
romelsac acnoben amomrCevlebs. aseTi saxis programebia:
ganaTlebis, dasaqmebis, ekonomikuri sakiTxebis, soflis
meurneobis, socialuri uzrunvelyofis, jandacvisa da
sxva saxis programebi. 288 TiToeuli aseTi informaciis
amomrCevlamde miwodebis saukeTeso saSualebas ki politi-
kuri reklama warmoadgens.
unda iyos Tu ara saqarTveloSi fasiani politikuri
reklama? ramdenad modis demokratiul saxelmwifos prin-
cipebTan SesabamisobaSi fasiani politikuri reklamis
ganTavseba? qveyanaSi xelisuflebis demokratiulobaze an
arademokratiulobaze msjeloba imis mixedviTaa SesaZle-
beli, Tu ra saxiTa da principiT Catardeba qveyanaSi ar-
Cevnebi da ramdenad demokratiulia saarCevno kanonmdeb-
loba. 289 saqarTvelos saarCevno kanonmdeblobiT ki mowe-
srigebulia politikuri reklamis ganTavsebis sakiTxi.
gavrcelebuli mosazrebiT, yofili sabWoTa kavSiris
qveynebSi fasiani politikuri reklamis ganTavsebis sa-
kiTxi ori ZiriTadi mizeziTaa ganpirobebuli: `1) fasianma
politikurma reklamam arsebobisTvis mebrZol sainforma-
cio saSualebebs sareklamo Semosavali moutana; 2) akr-
Zalvis SemTxvevaSi reklama albaT farulad mainc gavi-
doda eTerSi saredaqcio masalis niRbiT~.290
288
2012 wlis 1 oqtombris saprelamento arCevnebamde politikuri
partiebis mier wargdenili socialur-ekonomikuri programebisa
da maTi Sefasebis Taobaze ixileT, proeqti: politikuri partie-
bis socialur-ekonomikuri programebi da maTi eqspertuli Sefa-
seba, 2012, proeqti ganxorcielebulia aRmosavleT-dasavleTis
marTvis institutis (EWMI) programebis _ `saqarTveloSi sajaro
politikis, advokatirebisa da samoqalaqo sazogadoebis ganviTa-
reba~ (G-PAC) farglebSi. igi dafinansebulia aSS saerTaSoriso
ganviTarebis saagentos (USAID) mier.
289
ruxaZe z., saqarTvelos konstituciuri samarTali, saqarTve-
los axalgazrda iurisTa asociaciis gamomcemloba, Tbilisi,
1999, 224.
290
langi i., media da arCevnebi, 46.
86
rTulia, ar iqnes gaTvaliswinebuli aRniSnuli mosa-
zreba, miTumetes saqarTvelos magaliTze, sadac telesivr-
ceSi politikuri Tema dominantia.291 realurad, dRevandel
dRes mauwyebels ar gaaCnia iseTi didi Semosavali, rom
man fasiani politikuri reklamis ganTavsebaze uari ga-
nacxados. saqarTveloSi ar aris mauwyebeli, romlis
wliuri brunva, magaliTad, miliard larze meti iqneboda.
Sesabamisad, fasiani politikuri reklama warmoadgens Se-
mosavlis wyaros. SesaZlebelia, aseve meore mosazrebis
gaziareba, Tumca aravin icis, ra moxdeboda saqarTveloSi,
saarCevno kodeqsis safuZvelze mauwyeblebs politikuri
reklamis ganTavsebis valebuleba rom ar hqonodaT. evro-
pis sxva qveynebTan SedarebiT, yofil sabWoTa qveynebSi,
sabWoTa kavSiris daSlis Semdeg arsebuli viTarebidan
gamomdinare, aseTi saxis qmedebis ganxorcielebis alba-
Toba bevrad ufro didia, 292 / 293 / 294 miTumetes saqarTveloSi,
291
ix. saerTaSoriso gamWvirvaloba saqarTvelos kvleva _ media
garemo saqarTveloSi, 2012, 36 da Semdgomi.
292
Tu SevxedavT sakiTxs, 10 wlis win kidev ufro didi iyo imis
albaToba, rom saqarTveloSi mauwyebels farulad ganeTavsebina
politikuri reklama, magram Tundac 2012 wlis 1 oqtombris sa-
parlamento arCevnebis magaliTi rom moviyvanoT, ramdenime tele-
kompania erToblivad erTi partiis politikas atarebda, romli-
Tac maTi politikuri oponentis winaaRmdeg araerT gadacemas
uTmobda eTers (umetes SemTxvevaSi ramdenime maTganSi saerTod
meordeboda erTi da igive siuJeti, romelic meore politikur
partias uaryofiTi kuTxiT warmoaCenda). aseTi viTarebis gaTva-
liswinebiT namdvilad Znelia daijero, rom Tundac is ramdenime
mauwyebeli, romelic erTi pirisa da erTi partiis propagandas
eweoda, farulad ar moaxdenda maT popularobaze (reitingis
gaumjobesebaze) zrunvas. rom ar yofiliyo im periodSi politi-
kuri reklamis ganTavsebis mavaldebulebeli norma, SeiZleboda
2012 wlis 1 oqtombris arCevnebi sxva procentuli maCvenebliT
dasrulebuliyo, vinaidan dominant partiis garda sxvas ar eqne-
boda saSualeba amomrCevlisTvis miewodebina xma.
293
aRniSnul arguments kidev ufro safuZvlians xdis qarTul
presaSi gamoqveynebuli statiebi da Canawerebi, romelSic miTi-
Tebulia, rom winasaarCevno periodSi mxolod ramdenime e.w. `na-
cionalur arxze~ midoida reklama (igulisxmeba 2012 wlis 1 oq-
tombris winasaarCevno periodi) _ ix. magaliTad, eka maRaldaZis
87
romelic mediis Tavisuflebis xarisxiT ar aris mowinave
poziciaze.295
Tavis mxriv, mauwyebeli konkretuli sakiTxis popula-
rizaciisTvis yvelaze karg saSualebas warmoadgens. Tu
ar iqneba politikuri reklama, Seiqmneba erTgvari infor-
maciuli vakuumi mosaxleobaSi da saarCevno subieqti ver
ganaxorcielebs sityvisa da azris gamoxatvis Tavisufle-
bis uflebas, romelic mas konstituciiT aqvs miniWebuli.
swored sityvisa da azris gamoxatvis Tavisufleba
warmoadgens fasiani politikuri reklamis erT-erT pozi-
tiur arguments. 296 aseTive argumenti SeiZleba iyos is,
rom swored gamoxatvis TavisuflebiT aqvs axal politi-
kur gaerTianebas SesaZlebloba, sajarod daafiqsiros sa-
kuTari pozicia, amomrCevels mimarTos sakuTari Sexedu-
lebebisamebr da gaacnos samoqmedo gegma, moipovos sazo-
gadoebis yuradReba da sxv. 297 SeiZleba iTqvas, rom arCev-
nebi politikuri partiebis saqmianobaSi yvelaze mniSv-
nelovani movlenaa, masSi monawileoba warmoadgens maTi
statia Temaze: reklama mojadoebul wreSi, Jurnali `liberali~,

#117/26 noemberi – 3 dekemberi/2012, gv. 38-40 (ix. aseve vebgverdze _
<http://liberali.ge/ge/liberali/archive/113303/>), romelSic CamoTvlilia wi-
nasaarCevno periodSi mxolod ramdenime mauwyebelze ganTavse-
buli reklamis sakiTxi da arCevnebis Semdgom periodSi sarekla-
mo urTierTobebis procentulobis gazrda sxva mauwyeblebze.
294
2012 wlis 1 oqtombris saparlamento arCevnebis periodSi fa-
ruli reklamis mauwyebelze ganTavsebis Taobaze ixileT a(a)ip _
adamianis uflebaTa centris angariSi saxelwodebiT: faruli
reklamis niSnebi musikalur klipebSi
295
ix. magaliTad, sainformacio saagento `news.ge-s~ mier gamoqvey-
nebuli statia, romelSic `Freedom House-is~ kvlevaa (2011 wlis
monacemebi) naCvenebi da romlis mixedviTac saqarTvelo mediis
Tavisuflebis xarisxiT 197 qveynidan 111-e adgils ikavebs _
<http://news.ge/ge/news/story/12492-mediis-tavisuflebis-mxriv-saqartvelo-regionis-
lideria>.
296
297
iqve.
88
samarTlebrivi statusis mTavar pirobas, 298 romlis dro-
sac telemauwyeblis eTerSi saagitacio reklamis ganTav-
sebas gadamwyvet roli eniWeba.
fasian politikur reklamaze dadebiTi kuTxiT saubri-
sas gamosayofia kidev ori argumenti: a) ufaso politi-
kuri reklamisgan gansxvavebiT, fasiani politikuri rek-
lama media saSualebebis saqmianobaSi iseTi Carevis maga-
liTia, romliTac es ukanaskneli iRebs erTgvar sarge-
bels; b) àxalgazrda demokratiis~ qveynebSi 299 fasian po-
litikur reklamas gaaCnia SesaZlebloba, eTerSi ar gaaS-
vebinos mauwyebels faruli reklama.300
miuxedavad fasiani politikuri reklamis aseTi kuTxiT
warmoCenisa, rogorc zemoT aRvniSneT, mas gaaCnia gark-
veuli uaryofiTi Tvisebebi. iaSa langs, romlis poziciac
zemoT ukve gaviTvaliswineT, miTiTeba gakeTebuli aqvs im
argumentebze, romelic gamoTqmulia fasiani politikuri
reklamis sawinaaRmdegod:301
a) izRudeba SesaZleblobebis principi _ saarCevno
subieqtebs eZlevaT SesaZlebloba, ufro xSiri periodu-
lobiT daikavon saeTero dro;
b) fasiani politikuri reklamis ganTavsebis SemTxve-
vaSi umetesad xdeba samauwyeblo eTeris gaZvireba;
g) damfinanseblisgan miRebuli Semosavali aCens eWvs
valze, romelsac politikosebi iReben da romlis gadax-
dac xelisuflebaSi mosvlis Semdeg mouwevT;
d) fasiani politikuri reklama araa Sinaarsiani mosa-
zrebis dafiqsirebis saSualeba politikosebis mxridan. es
ufro metad warmoadgens manipulirebis erTgvar saSuale-
bas, romlis safuZvelzec politikosebs SeuZliaT mayure-
beli daajeron maTTvis xmis micemaSi;
298
Sead. xecuriani j., damoukideblobidan samarTlebrivi saxelm-
wifosaken, publicisturi werilebi, interviuebi, gamomcemloba
Sps `sezani~, Tbilisi, 2006, 247-248.
299
romelSic sxva qveynebTan erTad Sedis saqarTveloc.
300
301
iqve. 47.
89
e) gansakuTrebiT yofili sabWoTa kavSiris qveynebSi,
araerTi mosazrebaa imis Taobaze gamoTqmuli, rom fasiani
politikuri reklamis gansaTavseblad dafinanseba xor-
cieldeba saxelmwifos mier.
fasiani politikuri reklamisgan gansxvavebiT winasaar-
Cevno periodSi ufaso politikuri reklama arc Tu ise
momgebian saxes warmoadgens da Tan mas procentulad
ufro naklebi mayurebeli hyavs. 302 ibadeba kiTxva ramdenad
saWiroa ufaso politikuri reklamis ganTavseba telemau-
wyeblis eTerSi?
ufaso politikuri reklamis gadanawilebis sakiTxi
umniSvenlovanesia winasaarCevno periodSi mediis CarTu-
lobis TvalsazrisiT. gadanawileba TiToeul qveyanaSi
sxvadasxva saxisaa, rac am qveynis kontituciuri mowyo-
bidan gamomdinareobs. 303 reklamis telemauwyebelze ufa-
sod ganTavsebis SemTxvevaSi xelSewyoba xdeba saarCevno
subieqtebis status-kvos SenarCunebis saxiT. sxva kuTxiT
Tu SevxedavT sakiTxs, ufaso politikuri reklama icavs
sityvis da gamoxatvis Tavisuflebas, romelic gaaCnia
saarCevno subieqts.
miuxedavad politikuri reklamis orive saxis gark-
veuli naklovanebisa, TiToeuli maTganis arseboba mniSv-
nelovania winasaarCevno kampaniis dros. arCevnebis Tanas-
worobis principi politikuri partiebis Tanasworufle-
bianobazea damyarebuli.304
mediis roli arCevnebisas (maT Soris politikuri Sex-
edulebis Camoyalibebis kuTxiTac) istoriulad udide-
sia, 305 romlis saSualebiTac, TiToeul saarCevno subieqts
302
303
iqve. 39.
304
Sead. kobaxiZe i., demetraSvili a., konstituciuri samarTali,
sagamomcemlo saxli ìnovacia~, Tbilisi, 2011, 147.
305
ix. magaliTad, mWedliSvili i., gazeTis warmoeba da gaformeba,
Tbilisis saxelmwifo universitetis gamomcemloba, Tbilisi,
1969, 5 da Semdgomi _ avtori Sesaval nawilSi saubrobs presaze,
rogorc masmediis erT-erT saSaualebaze, Tu ra Zala gaaCnia mas
90
surs, amomrCevlamde miitanos sakuTari samoqmedo gegma da
ganaxorcielos sakuTari winasaarCevno kampaniis agitacia,
romlis saSualebiTac vizualuri da teqsturi saxiT igi
mayurebels aCvenebs Tavisi politikuri Zalis upirateso-
bas. 306 winasaarCevno periodSi politikur reklamas poli-
tikuri partiebisa da misi liderebis mosaxleobisTvis
gacnobis kuTxiT ganuzomlad didi SesaZlebloba gaaC-
nia.307
3.2.1 politikuri reklamis damkveTi
sanam uSualod politikuri reklamis ZiriTad damax-

asiaTebel niSnebze gadavidodeT, aucilebelia SevexoT
problemas, romelic Tanamedrove realobaSi TiToeul im
subieqts exeba, romelic aseTi reklamis ganTavsebas api-
rebs telemauwyebelze. kanoniT pirdapir ar aris gan-
sazRvruli, Tu vin aris uflebamosili, mauwyebelze po-
litikuri reklama waradginos.
2012 wlis 1 oqtombris saparlamento arCevnebisas damk-
vidrebuli praqtikidan gamomdinare, SeuZlebelia dafa-
viqsiroT erTgvarovani mosazreba davafiqsiroT aRniSnul
sakiTxTan mimarTebiT.308
saarCevno samarTlis da zogadad arCevnebis institu-
tis principebis Sesabamisad, politikuri reklamis damk-
da Tu rogor SeiZleba misi ideur iaraRad gamoyeneba. marTalia

60-iani wlebis bolos politikuri reklama telemauwyebelze ar
gadioda, Tumca am naSromSi xazi esmeva uSualod gazeTis rols
politikaSi.
306
307
iqve. 229.
308
magaliTad, a(a)ip _ `saqarTvelo ar iyidebas~ mier wardgenili
sareklamo rgoli, rogorc politikuri reklama gauSva `rusTavi
2~-ma, ìmedma~ da sxv. aRniSnuli reklama ar ganaTavsa sakuTar
eTerSi `mecxre arxma~. am sakiTxTan dakavSirebiT maregulirebel
organos aseve ar aqvs miRebuli raime saxis gadawyvetileba, vi-
naidan aseTi Sinaarsis mqone saCivari moyvanili magaliTidan
gamomdinare `mecxre arxis~ mimarT aravis Seutania.
91
veTi unda iyos uSualod is gaerTianeba, 309 romelic masSi
monawileobas iRebs.
3.2.2 politikuri reklamis ZiriTadi principebi
politikuri reklamis Sinaarsis gansazRvrisas auci-

lebelia reklamis damkveTma daicvas Semdegi ZiriTadi
principebi:
a. reklama miznad unda isaxavdes saarCevno subieqtis 310

arCevisTvis xelis Sewyobas/xelis SeSlas;
b. reklamaSi naCvenebi unda iyos saarCevno subieqti an/da
misi arCevnebSi monawileobis rigiTi nomeri;
g. reklama unda Seicavdes winasaarCevno kampaniis niS-
nebs.
politikuri reklamisaTvis savaldebuloa samive

punqtSi gawerili principis dacva, winaaRmdeg SemTxvevaSi
sareklamo rgoli politikur reklamad ar CaiTvleba.311
iseve, rogorc socialuri reklamis, aseve politikuri
reklamis SinaarsSi mauwyebels Carevis uflebamosileba
ar gaaCnia. amdenad, politikuri reklamis aseTad cnobisT-
vis, mauwyebelma aseve unda gamoiyenos analogiis principi
da pirvel rigSi unda Seamowmos, Tu ramdenad Sesabamiso-
baSia sareklamo rgoli kanonmdeblobiT gaTvalis-
winebuli politikuri reklamis definiciasTan.
309
politikuri gaerTianeba, koalicia.
310
saqarTvelos saarCevno kodeqsis me-2 muxlis `r~ qvepunqti:
`Sesabamisi saarCevno komisiis mier registrirebuli partia,
saarCevno bloki an amomrCevelTa sainiciativo jgufi, sa-
jaro xelisuflebis warmomadgenlobiTi organos wevrobis
an sajaro xelisuflebis Tanamdebobis kandidati~.
311
meti TvalsaCinoebisTvis ix. cxrili #4.
92
cxrili #4
politikuri/winasaarCevno reklama
mxolod winasaarCevno kampaniis mimdinareobisas
(garda im SemTxvevisa, rodesac igi miznad isaxavs

mowodebas sareferendumod/saplebiscitod gamotanili
sakiTxis sasargeblod/sawinaaRmdegod)
ZiriTadi principebi
saarCevno subieqtis naCvenebi unda iyos

arCevisTvis xelSe- saarCevno subieqti
wyoba an xelis SeSla an/da misi arCevnebSi
monawileobis rigiTi
nomeri
93
3.3 komerciuli reklama312
Tanamedrove epoqaSi komerciuli reklamis ganTavsebas

udidesi mniSvneloba eniWeba konkretuli saqonlis an/da
momsaxurebis warmatebiT gayidvaSi. reklamis saSualebiT
saqonlis sasaqonlo niSani 313 SesaZlebelia `terminis, sax-
elis, niSnis, simbolos, naxatis, asoebis, sityvebis an maTi
sxvadasxva kombinaciis saxiT~ 314 gamoixatos, romelic
momxmareblis dainteresebaze iqneba gaTvlili.
reklamaSi arsebuli informacia unda Seexebodes saqo-
nels, momsaxurebasa da samuSaos, fizikur da iuridiul
pirebs, ideasa da wamowyebas. amasTan, igi gamiznuli unda
iyos pirTa ganusazRvreli wrisTvis da emsaxurebodes fi-
zikuri da iuridiuli pirebis, saqonlis, ideisa da wamo-
wyebis interesis formirebasa da SenarCunebas, aseve, sa-
qonlis, ideisa da wamowyebis realizaciis xelSewyobas.
magaliTad: Sps àvtomanqanis momsaxureba 2013~ sarek-
lamo rgolis saSualebiT avrcelebs informacias, romli-
Tac igi momxmarebels sTavazobs sakuTari organizaciis
saxeliT avtomanqanis nebismieri saxis momsaxurebas. rek-
lama iuridiuli piris mier Sesabamis momsaxurebas exeba,
informacia vrceldeba masobrivi saSualebiT. am SemTxve-
vaSi gaTvaliswinebulia ganusazRvrel pirTa wre, ro-
melic emsaxureba iuridiuli piris interesis formirebas
da mis mier wamowyebuli momsaxurebis realizaciis xel-
Sewyobas.
312
`reklamis Sesaxeb~ saqarTvelos kanonis me-3 muxlis 1-li
punqti _ kanoni pirdapir ar gansazRvravs definicias _ komerci-
uli reklama.
313
sasaqonlo niSani _ originalurad gaformebuli ganmasxvave-
beli simbolo, romelic gankuTvnilia erTgvarovani saqonlis da
misi mwarmoeblis individualizaciisTvis _ ix. inteleqtualuri
sakuTrebis gamartebiTi leqsikoni, sandro jorbenaZis avtoro-
biT _ 298.
314
Todua n., mRebriSvili b., marketingis safuZvlebi, 237.
94
3.3.1 komerciuli reklamis samarTlebrivi mowesrigeba
komerciuli reklamis samarTlebrivi mowesrigeba mo-

cemulia `reklamis Sesaxeb~ saqarTvelos kanonSi, 315 rom-
lis mixedviTac, reklama komerciulad CaiTvleba, Tu igi
Semdeg kriteriumebs akmayofilebs: a) reklamiT gadace-
muli informacia nebismieri saSualebiT 316 gavrcelebulia
Sesabamis saqonelze, momsaxurebaze, samuSaoze, ideaze, wa-
mowyebaze; b) reklama mimarTulia pirTa ganusazRvrel
wreze; g) reklamiT gavrcelebuli informacia emsaxureba
fizikuri/iuridiuli pirebis, saqonlis, ideisa da wamowye-
bisadmi interesis formirebasa da SenarCunebas, agreTve
saqonlis, ideisa da wamowyebis realizaciis xelSewyobas.
3.3.1.1 reklamiT gadmocemuli informaciis Sinaarsi
informaciis gavrcelebis aucilebloba ar SeiZleba

gavigoT, rogorc nebismieri saxis sajaro gancxadebis ga-
keTeba an poziciis dafiqsireba.
magaliTad, saqarTvelos samoqalaqo kodeqsis 758-e
muxlis 1-li nawiliT gansazRvrulia piris mier konkre-
tuli samuSaos SesrulebisTvis prizis gadacemis valde-
buleba, Tu am ukanasknelis mier igi sajarod iqna gamoc-
xadebuli. erTi mxriv, aseTi saxis gancxadeba SeiZleba
CaiTvalos rogorc erTgvari reklama, konkretuli kompa-
niisa da klientebis mozidvis saSualeba. Tumca, meore
mxriv, esaa: a) gansazRvruli samuSaos Sesasruleblad Se-
sabamisi prizi da b) gancxadebis mizani 317 konkretuli sa-
muSaos Sesrulebaa.
315
`reklamis Sesaxeb~ saqarTvelos kanonis me-3 muxlis pirveli
punqti.
316
igulisxmeba Sesabamisi kanonmdeblobis dacviT.
317
saubaria ara saboloo mizanze, aramed erT-erT mizanze.
95
komerciuli reklamis ganTavsebis SemTxvevaSi, informa-
cia gavrcelebuli unda iyos Sesabamis saqonelze, 318 mom-
saxurebaze,319 samuSaoze,320 ideaze,321 wamowyebaze.322
3.3.1.2 pirTa ganusazRvreli wre
pirTa ganusazRvreli wre 323 gulisxmobs, rom reklami-

rebadi saqonliTYsargebloba SeuZlia nebismier msur-
vels. 324 TavisTavad, pirTa ganusazRvreli wre ar gulisx-
mobs im faqts, rom reklamis damkveTs Sesabamis momxare-
belze ar unda hqondes gaTvlili saqonlis gayidva an
momsaxurebis gaweva. pirTa ganusazRvrel wred CaiTvleba
mayurebeli, romelic teleeTers Tvals adevnebs da rom-
lisTvisac samauwyeblo reklamis xilva xelmisawvdomia.
318
magaliTad, sportuli fexsacmelis reklama, romelSic aqcen-
ti saqonlis praqtikulobazea gakeTebuli.
319
magaliTad, iuridiuli kompaniis reklama, romelSic aqcenti
amave kompaniis iuridiul momsaxurebazea gakeTebuli.
320
magaliTad, taqsebis kompania vakansias acxadebs mTavar meqani-
kosze.
321
magaliTad, marketinguli kompania TiToeul msurvels aniWebs
SesaZleblobas, moaxdinos sakuTari ideis realizacia Sesabamisi
Tanxis sanacvlod.
322
magaliTad, telekompania sTavazobs nebsmier msurvels dauT-
mos misi saeTero dro (simRerisTvis an sxv.), sadac erTi wuTis
Rirebuleba ganisazRvreba calkeuli tarifebiT. amiT, erTi
mxriv, televiziis mizania metad popularuli gaxados Tavisi
gadacemebi da gazardos arxis prestiJi, xolo, meore mxriv, mas
wamowyebuli aqvs axali proeqti, romlis farglebSic konkre-
tuli Tanxis sanacvlod dauTmobs teleeTers nebismier msur-
vels.
323
SesaZlebelia, reklama gaTvlil iqnes pirTa konkretul wreze,
Tumca es SeiZleba reklamis saboloo mizans warmoadgendes.
terminSi _ `ganusazRvreli wre~ igulisxmeba pirTa is wre, ro-
melTa zusti odenobis dadgena SeuZlebelia.
324
igulisxmeba saWiroebis farglebSi. magaliTad, farmacevtuli
nawarmis reklamirebas _ pirs, romelsac awuxebs konkretuli
tkivili an/da daavadeba da a.S.
96
3.3.1.3 fizikuri/iuridiuli pirebis, saqonlis, ideisa
da wamowyebisadmi interesis formireba da SenarCuneba,
agreTve, saqonlis, ideisa da wamowyebis
realizaciis xelSewyoba
komerciuli reklamis yvelaze mniSvnelovani principi

reklamis damkveTis ideis realizaciaa, romlis mizanic am
produqtTan dakavSirebiT sazogadoebis (im pirTa wris,
romelic ixilavs reklamas) interesis formireba da Semd-
gomSi amave interesis SenarCunebaa.
Tanamedrove msoflioSi kompania `koka-kolas~ reklama
erT-erT yvelaze warmatebul reklamad iTvleba. igi, erTi
mxriv, aTeulobiT wlebis manZilze axerxebs wamyvani pozi-
ciis SenarCunebas konkurent kompaniebTan mimarTebiT da
moTxovnadia sazogadoebis mxridan, xolo, meore mxriv,
mudmivad xdeba sareklamo rgolebis ganaxleba, rac saqo-
nelze sazogadoebis interesis SenarCunebas uwyobs xels.
3.3.2 komerciuli reklamis saxeebi
`reklamis Sesaxeb~ saqarTvelos kanonis me-2 muxlis

me-8 punqtis Sesabamisad, reklamisadmi zogadi moTxovnebi,
alkoholiani sasmelebisa da Tambaqos nawarmis, seqsua-
luri xasiaTis produqciis, samedicino nawarmis (momsax-
urebis), Cvil bavSvTa xelovnuri kvebis, iaraRis, fasiani
qaRaldebis reklamis, arasrulwlovanTa dacvis sakiTxe-
bia mowesrigebuli.
3.3.2.1 alkoholiani sasmelebis reklama
alkoholiani sasmelis reklamis definicia Semdegi Si-

naarsisaa _ `reklama, romelic Seicavs alkoholiani sasme-
lis an alkoholiani sasmelis mwarmoebeli firmis sasa-
qonlo niSans, logotips, alkoholiani sasmelis, misi ta-
97
ris, moxmarebis procesis an masTan dakavSirebuli qmede-
bis demonstrirebas~.325
magaliTad, aryis reklama, romlis SemadgenlobaSi
spirtis Semcveloba 10%-ia. 326 misi mwarmoebeli firmis
logotipis, dasaxelebis, uSualod sasmelis farTo ka-
driT gamoCena eTerSi alkoholiani sasmelis reklamad
CaiTvleba.
winamdebare TavSi gansazRvrulia miTiTebuli saxeobis
reklamis ganmarteba. Semdgom TavebSi ganxiluli iqneba
misi samarTlebrivi mowesrigebis wesi.
3.3.2.2 magari spirtiani sasmelis reklama
Tu sareklamo rgoli iseT alkoholian sasmels Seex-

eba, romlis SemadgenlobaSi spirtis Semcveloba 14%-s
aRemateba, aseTi reklama magari spirtiani sasmelis rekla-
mad327 iTvleba.
magaliTad, lanCxuTis raionSi dafuZnebulma firmam
Sps `guruli WaWa 2013~ daiwyo guriaSi damzadebuli WaWis
distribucia da misi Sesyidva xelmisawvdomi gaxda sa-
qarTvelos masStabiT nebismier maRaziaSi. WaWaSi spirtis
Semcveloba 50% iyo. im SemTxvevaSi, Tu Sps `guruli WaWa
2013~ samauwyeblo reklamis gakeTebas moisurvebda, misi
reklama dakvalificirdeboda rogorc magari spirtiani
sasmelis reklama.
325
punqti.
326
spirtis Semcvelobis gansazRvra mniSvnelovania, raTa erTma-
neTisgan gaimijnos alkoholiani da magari spirtiani sasmelis
reklama.
327
punqti.
98
3.3.2.3 Tambaqos nawarmis reklama
Tambaqos nawarmis reklama `Seicavs Tambaqos nawarmis

an Tambaqos nawarmis mwarmoebeli firmis sasaqonlo ni-
Sans, logotips, Tambaqos nawarmis, misi kolofis, yuTis,
moxmarebis procesis an masTan dakavSirebuli qmedebis de-
monstrirebas~.328
magaliTad, Tambaqos nawarmis reklamad iTvleba si-
garetis reklama, romelSic farTo kadriT naCvenebia kon-
kretuli sigaretis kolofi da naCvenebia, Tu rogor moix-
mars mas srulwlovani adamiani. 329 erTi mxriv, naCvenebia
uSualod sigaretis saxeoba, romelsac Sesabamisi logo-
tipi gaaCnia, xolo meore mxriv, xdeba misi gamoyenebis de-
monstrireba.
3.3.2.4 seqsualuri xasiaTis produqciis reklama
seqsualuri xasiaTis produqciis reklamaa iseTi `rek-

lama, romelic Seicavs im produqciis demonstrirebas, ro-
melic seqsualuri moTxovnilebebis dakmayofilebas emsax-
ureba, maT Soris, seqsualuri darRvevebis profilaqtikisa
da mkurnalobisaTvis gankuTvnili samedicino nawarmisa~.330
magaliTad: garkveul asaks miRweul pirTaTvis seqsua-
luri cxovrebis gamumjobesebisTvis gansazRvruli wamlis
reklama.
328
329
aqcenti gakeTebulia zrdasrul adamianze, vinaidan saqarTve-
los moqmedi kanonmdeblobis mixedviT, reklamis damkveTs ufle-
ba ar aqvs, absoluturad yvela asakis pirovneba gamoiyenos Tam-
baqos nawarmis reklamSi.
330
punqti _ unda aRiniSnos, rom am SemTxvevaSi kanonSi gaparulia
Secdoma. kerZod, `seqsualuri xasiaTis produqciis reklamisa~
da `samauwyeblo reklamis~ definiciis kanonismieri numeracia
emTxveva erTmaneTs da orive SemTxvevaSi miTiTebulia cifri _
15. savaraudod, `samauwyeblo reklamis~ Taobaze terminTa gan-
martebis punqti unda yofiliyo me-16 da ara me-15.
99
3.3.2.5 farmacevtuli produqtis reklama
farmacevtulia reklama, romliTac masobrivi mauwyeb-

lis saSualebiT gavrcelebulia masala an/da qmedeba da
romlis mizania am farmacevtuli produqtis gamoyenebis
propaganda.331
magaliTad, yelis tkivilis wamlis reklama, romelic
gadacemulia mauwyeblis teleeTeris saSualebiT.
3.3.2.6 Cvil bavSvTa xelovnuri kvebis reklama
Cvil bavSvTa xelovnuli kvebis produqtebis, sawova-

riani boTlebisa da satyuarebis reklama nebismieri sax-
iTaa akrZaluli. aRniSnulis erTadaerT gamonakliss war-
moadgens Cvil bavSvTa xelovnuli kvebis damatebiTi sakve-
bis reklama.332
am mxriv, kanoni ar akonkretebs, Tu ra aris e.w. damate-
biTi sakvebi. Tumca, medicinis mier aseTi saxis sakvebad
aRiarebulia: fafa, xilfafa, Cai, orcxobila da sxv. rac
Seexeba xelovnur sakvebs, aseTs warmoadgens magaliTad:
rZis nawarmis Semcveli produqti da sxv.
3.3.2.7 iaraRis reklama
kanoni iaraRis reklamis 333 ganTavsebis kuTxiT ori

saxis qcevis wess adgens: a) krZalavs sabrZolo iaraRis
reklamas da b) yvela sxva saxis iaraRis 334 reklamis gavr-
celebisTvis awesebs saqarTvelos Sinagan saqmeTa samini-
stros Sesabamisi organos specialur nebarTvas.
331
`reklamis Sesaxeb~ saqarTvelos kanonis me-9 muxli.
332
imave kanonis me-91 muxli.
333
334
sanadiro, sportuli da sxva saxis iaraRi.
100
magaliTad: reklama _ megobari awyobs TavisTan wveu-
lebas da Tavis stumrebs wveulebis dasrulebis Semdeg
sTavazobs nadirobas mxolod konkretuli firmis sana-
diro iaraRis gamoyenebiT (Sesabamis zonaSi, sadac amis
uflebamosileba gaaCnia).
3.3.2.8 fasiani qaRaldebis reklama
fasiani qaRaldebis brunvaSi gamoCena Tanamedrove sa-

vaWro urTierTobebis bunebriv Sedegs warmoadgens, 335
romlis mizania uflebis ganxorcielebis gaadvileba. 336
Sesabamisad, gaizarda misi roli da mniSvneloba, rac sa-
boloo jamSi sareklamo bazris aTvisebis safuZveli gax-
da.
fasiani qaRaldebis 337 gamoSvebisa da ganTavsebis Se-
saxeb reklama specialuri reklamis erT-erT saxeobas war-
moadgens. aseTi saxis reklamis gavrcelebis mizani mo-
saxleobis informirebaa. amasTan, fasiani qaRaldebis Se-
Tavazeba da miwodeba mxolod maTi emisiis prospeqtis 338
meSveobiT unda moxdes.
335
zarnaZe e., saordero fasiani qaRaldi da misi samarTlebrivi
mowesrigebis ZiriTadi aspeqtebi, samarTlis Jurnali `marTlmsa-
juleba da kanoni~, #2(29)11, 2011, 50.
336
iqve. 51.
337
338
emisiis prospeqti _ `werilobiTi Setyobineba an Setyobineba
eleqtronuli Tu beWdviTi sainformacio saSualebebiT, romlis
mizania fasiani qaRaldis gasayidad SeTavazeba~ _ `fasiani qa-
Raldebis bazris Sesaxeb~ saqarTvelos kanonis me-2 muxlis me-12
punqti.
101
cxrili #5
reklamis saxeebi
winasaarCevno/ socialuri
komerciuli
politikuri reklama
reklama
reklama
SinaarsSi Care-
vis ufleba
mauwyebels
gaaCnia imdenad,
SinaarsSi Carevis ulfleba
rom reklamis
mauwyebels ar gaaCnia
ganTavsebiT ar
dairRves ka-
nonmdebloba
4. kanoniT akrZaluli reklamis saxeebi
reklamaze kanoniT dadgenili cenzuris kontroli Se-

saZlebelia misi gavrcelebis momentidan. 339 amisTvis saWi-
roa im sareklamo rgolis gasajaroeba, romlis safuZ-
velzec iqneba konkretuli piris mier miCneuli, rom
dairRva misi uflebebi.
reklamaze saxelmwifos mxridan cenzura ganxorciel-
deba mxolod im SemTxvevaSi, Tu masSi mocemuli iqneba
cru informacia 340 an fsevdoinformacia. 341 aseTi saxis in-
339
ix. alfaiZe T., media samarTali, 178.
340
dezinformacia.
102
formaciad SeiZleba CaiTvalos gamogonili, `burusiT~
moculi, nakluli an damaxinjebuli informacia.342
saqarTvelos kanonmdeblobiT akrZaluli reklamis
saxeebze saubrisas, upirveles yovlisa, arasaTanado rek-
lama unda ganvixiloT. 343 / 344 arasaTanado reklamaSi gaer-
Tianebulia yvela is reklama, romlis eTerSi gaSvebac
saqarTvelos kanonmdeblobis darRvevad dakvalificir-
deba. 345 kerZod, arasaTanado reklamas warmoadgens arake-
Tilsindisieri, arasarwmuno, araeTikuri, misi Sinaarsis,
drois, adgilis an gavrcelebis wesis Sesaxeb SecdomaSi
Semyvani reklamebi.
magaliTad: 346 erT-erTi sakabelo operatori sakuTar
satelevizio reklamaSi momxmarebels am organizaciis
momsaxurebis gamoyenebis SemTxvevaSi sTavazobs saqarTve-
los teritoriaze ucxour telearxs, romelzec SemoTava-
zebuli iqneba 2013/2014 ww. UEFA-ს 347 CempionTa ligis 348 ga-
341
arawarmoebuli informacia.
342
cacanaSvili m., informaciuli sazogadoeba, 23.
343
definiciaSi erTi terminiTaa gawerili im reklamis saxeobebi,
romelic saqarTvelos moqmedi kanonmdeblobis safuZvelze
darRvevad CaiTvleba. magaliTad, arasaTanado reklama, romlis
gaSvebis SemTxvevaSic, pirs, romelsac miadgeba ziani, ufleba
aqvs, moiTxovos Selaxuli uflebis dacva. saTauri _ kanoniT
akrZaluli reklamis saxeebi ar gulisxmobs reklamis calkeul
saxeobebs, igi aerTianebs reklamebis im saxeobebs, romlis mau-
wyebelze ganTavsebac saqarTvelos moqmedi kanonmdeblobis
darRvevas warmoadgens.
344
`reklamis Sesaxeb~ saqarTvelos kanonis me-3 muxlis me-2 punq-
ti.
345
ixileT cxrili #6.
346
magaliTi agebulia saqarTvelos komunikaciebis erovnuli ko-
misiis 2012 wlis 10 aprilis #285/18 gadawyvetilebaze _
347
UEFA (frang. Union Européenne de Football Association) – konfederacia
<www.uefa.com> _ saerTaSoriso safexburTo organizacia, romel-
ic akontrolebs evropul fexburTs da aerTianebs evropuli
qveynebis fexburTis federaciebs, masSi
103
TamaSeba. reklamaSi aRniSnulia, rom aseTi saxis ufleba
saqarTvelos teritoriaze mxolod am ucxour telearxs
gaaCnia. Tu aRmoCndeba, rom reklamaSi gawerili informa-
cia ar aris saTanado da aRniSnuli safexburTo turniris
Cvenebis uflebamosileba erT-erT sxva qarTul telearx-
sac gaaCnia, aseT SemTxvevaSi, sakabelo operatoris mier
gavrcelebuli reklama iqneba arasaTanado, razec sakabe-
lo operators kanoniT gaTvaliswinebuli pasuxism-
gebloba daekisreba.349
arakeTilsindisieri reklama _ `reklama romelic Sei-
cavs reklamirebadi saqonlis arakoreqtul Sedarebebs
sxva fizikur da iuridiul pirTa saqonelTa, konkurentis
an mesame piris saxelis, Rirsebisa da reputaciis Semlaxav
gamoTqmebs, axdens im fizikur da iuridiul pirTa dis-
kreditirebas, romlebic ar sargebloben reklamirebadi
saqonliT, agreTve, romelsac fizikur pirTa ndobis an/da
maTi codnisa da gamocdilebis ukmarisobis borotad ga-
moyenebiT SecdomaSi Sehyavs momxmarebeli reklamirebadi
saqonlis Tvisebebis Sesaxeb~.350
348 yovelwliuri safexburTo turniri, romelic tardeba UEFA-s

mier wamyvani evropuli safexburTo klubebis monawileobiT.
turniri evropis masStabiT tardeba 1955 wlidan
<http://www.uefa.com/uefachampionsleague/index.html?mobile=true>.
349
imis gaTvaliswinebiT, rom magaliTSi naxsenebia sakabelo
operatori, pasuxismgebloba daekisreba: èleqtronuli komunika-
ciebis Sesaxeb~ saqarTvelos kanonis me-19 muxlis me-2 punqtis `b~
qvepunqtis Sesabamisad (saqarTvelos kanonmdeblobis Sesrulebis
valdebuleba), `reklamis Sesaxeb~ saqarTvelos kanonis me-4
muxlis me-8 punqtisa (arasaTanado reklamis gavrcelebis akr-
Zalva) da èleqtronuli komunikaciebis sferoSi momsaxurebis
miwodebis wesebisa da momxmarebelTa uflebebis dacvis Sesaxeb~
reglamentis 25-e muxlis me-4 punqtis `b~ qvepunqtis (momsaxurebis
mimwodeblis mier momxmareblisaTvis xarisxiani momsaxurebis
uwyveti da Seuferxebeli miwodebis uzrunvelyofa) Sesabamisad _
ix. saqarTvelos komunikaciebis erovnuli komisiis 2012 wlis 10
aprilis #285/18 gadawyvetileba (gadawyvetilebis pirveli punqti)
_ <http://gncc.ge/index.php?lang_id=GEO&sec_id=7070&info_id=112432>.
350
ti.
104
magaliTad: saqarTvelos bazarze Semosulia absolu-
turad inovaciuri saxis saqoneli, romlis gasaRebazec
zrunavs ss ìnovacia~. imis gaTvaliswinebiT, rom saqoneli
saqarTvelos mosaxleobisTvis erTgvar siaxles warmoad-
gens, masze nebismieri saxis damatebiTi informacia SeiZ-
leba misaRebi gaxdes saqarTvelos moqalaqeTaTvis. im
SemTxvevaSi, Tu reklamis damkveTi aseTi saxis reklamas
gaavrcelebs, daekisreba arakeTilsindisieri reklamis
gavrcelebisTvis Sesabamisi pasuxismgebloba.351
arasarwmuno reklama 352 _ reklama, romelic sinamdvi-
lesTan Seusabamo monacemebs Seicavs. kanonSi pirdapiraa
CamonaTvali is SemTxvevebi, romlis Seusabamo informa-
ciis Semcvelobis SemTxvevaSi SeiZleba reklama arasarw-
munod CaiTvalos.
magaliTad:353 kompania mosaxleobas sTavazobs saqarTve-
los axal saxelmwifo droSas (romelic aseve gamosax-
ulia sareklamo rgolSi) iaf fasad, xolo im pirebze,
vinc pirvelni SeiZenen droSas, damatebiT waxalisebis
mizniT sxva jildosac uwesebs. aseTi reklama warmoadgens
arasarwmuno reklamas, vinaidan saqarTvelos saxelmwifo
droSis samarTlebrivi mowesrigeba, erTi mxriv, gaTvalis-
winebulia saqarTvelos konstituciis me-11 muxlSi, xolo,
meore mxriv, mas awesrigebs `saqarTvelos saxelmwifo
351
arakeTilsindisieri reklamis Taobaze ixileT magaliTad, sa-
qarTvelos komunikaciebis erovnuli komisiis 2010 wlis 30 ivli-
sis #354/18 gadawyvetileba _ komisia msjelobs arakeTilsindi-
sieri reklamis sakiTxze da uTiTebs `reklamis Sesaxeb~ saqarT-
velos kanonze _
352
ti.
353
arasarwmuno reklamaze, rogorc calke aRebul reklamis
tipze, komisia ganmartebas ar akeTebs da sakiTxis ganxilvisas
(Sesabamisi saCivris saxeze arsebobis SemTxvevaSi) arasarwmuno
reklamis maregulirebel normaze (ix. wina sqolio) uTiTebs. ix.,
magaliTad, saqarTvelos komunikaciebis erovnuli komisiis 2010
wlis 24 seqtembris #451/18 gadawyvetileba _
105
droSis Sesaxeb~ saqarTvelos organuli kanoni, sadac
pirdapiraa gansazRvruli saqarTvelos saxelmwifo dro-
Sis aRweriloba.
araeTikuri reklama 354 _ araeTikuri reklama warmoad-
gens reklamis iseT saxes, romlis gamoyenebiTac irRveva
sayovelTaod aRiarebuli humanuri da zneobrivi nor-
mebi, 355 xdeba erovnul da msoflio kulturul saganZurSi
Semavali xelovnebis obieqtebis, istoriuli da arqiteqtu-
ruli Zeglebis xelyofa, ibRaleba saxelmwifo simbolika,
saqarTvelos an sxva saxelmwifos erovnuli valuta, re-
ligiuri simboloebi, fizikuri an iuridiuli pirebis sax-
eli, maTi saqmianoba, profesia an saqoneli.
magaliTad: sasporto maRazia `fexburTi da biznesi~
avrcelebs telemauwyeblis saSualebiT reklamas, romli-
Tac igi ganmartavs Semdegs: es reklama exeba mxolod ma-
makacebs da ara qalebs, vinaidan maT ar esmiT fexburTi:
im yvela mamakacs, romelic erTi Tvis manZilze SeiZens
safexburTo klub `Tbilisi 1900-is~ safexburTo ekipire-
bas, SeeZleba, usasyidlod miiRos amave gundis saSinao
TamaSebze daswrebis ufleba.
marTalia, procentulad fexburTs, rogorc sportis
erT-erT saxeobas, mamakaci gulSematkivrebi ufro meti
hyavs, vidre _ qali, magram es ar niSnavs, rom ar arsebo-
ben qalbatonebi, romelTac SeiZleba surdeT konkretuli
gundis sagulSematkivrod TamaSebze daswreba.
rodesac reklamas win uZRvis aseTi Sesavali, 356 Tun-
dac Sesabamisi SeTavazeba mimzidveli iyos sazogadoe-
bisTvis, reklama araeTikuri saxis iqneba, vinaidan darR-
veulia sayovelTaod aRiarebuli humanuri da zneobrivi
(maT Soris _ samarTlebrivi) normebi, kerZod _ genderuli
354
ti.
355
asakis, enis, sqesis, religiuri mrwamsis da sxva kuTxiT xdeba
Seuracxmyofeli sityvebisa da Sedarebebis gamoyeneba.
356
saubaria damkveTis mier sareklamo rgolis momzadebisas gake-
Tebul Sesavalze.
106
Tanasworoba. 357 / 358 igive saxis darRveva iqneboda, mamakacTa
diskriminacias rom Sexeboda sareklamo rgoli.
SecdomaSi Semyvani reklama 359 _ SecdomaSi Semyvani
reklamis aseTad gansazRvrisTvis saWiroa ori kriteriumi:
a) mas 360 ganzrax SecdomaSi unda Sehyavdes momxmarebeli
da b) misi saSualebiT SesaZlebeli unda iyos konkurentis
dazianeba. im SemTxvevaSi, Tu erT-erTi kriteriumi mainc
ar arsebobs, reklama ar CaiTvleba SecdomaSi Semyvanad.
magaliTad: gaziani sasmelebis kompaniam konkurent
firmaze rom gaakeTos sareklamo rgoli, sadac naxsenebi
iqneba, rom konkurenti kompania aRar awarmoebs im produq-
cias, romelic gamotanili aqvs gasayidad; aseve, TiTqos
357
genderuli Tanasworobis sakiTxi gawerilia saqarTvelos
konstituciis me-14 muxlSi. aRniSnuli muxlis Taobaze saqarT-
velos sakonstitucio sasamarTlo (saqarTvelos sakonstitucio
sasamarTlos 2010 wlis 27 dekembris #1/1/493 gadawyvetileba saq-
meze moqalaqeTa politikuri gaerTianebebi àxali memarjveneebi~
da `saqarTvelos konservatiuli partia~ saqarTvelos parlamen-
tis winaaRmdeg, II, 1) ganmartavs Semdegs: `kanonis winaSe Tanas-
worobis fundamenturi uflebis damdgeni es norma warmoadgens
Tanasworobis universalur konstituciur norma-princips, rome-
lic zogadad gulisxmobs adamianebis samarTlebrivi dacvis Ta-
nabari pirobebis garantirebas~. ganmartebidan irkveva, rom nor-
mis mizans adamianebis samarTlebrivi dacvis Tanabari pirobebis
garantireba warmoadgens, rac exeba ara marto kanonmdeblebs,
romelmac am normis dacviT unda miiRos kanoni, aramed nebisi-
mier fizikur Tu iridiul pirs (maT Soris saxelmwifos), ro-
melmac ar unda Selaxos sxvaTa uflebebi (ar igulisxmeba
uflebis SezRudva, romelic calke ganxilvis sagania da rome-
lic normis bunebidan gamomdinare, SeiZleba SeizRudos).
358
zogadad, Tanasworoba adamianis Tavisuflebis safuZvels war-
moadgens, romlis mixedviTac dauSvebelia nebismieri saxis pir-
dapiri Tu arapirdapiri diskriminacia _ ix. saqarTvelos sa-
konstitucio sasamarTlos 2013 wlis 11 aprilis #1/1/539 gadawy-
vetileba saqmeze saqarTvelos moqalaqe besik adamia saqarTve-
los parlamentis winaaRmdeg.
359
ti.
360
reklamis damkveTs, romelSic ar igulisxmeba Suamavali sa-
reklamo kompaniebi, romelnic Suamavlobas uweven mauwyebelsa
da reklamis ZiriTad damkveTs Soris.
107
produqcia Zvelia da kompaniam igi unda gayidos zaralis
Tavidan acilebis mizniT.
SedarebiTi reklama 361 _ `SedarebiTia reklama, `ro-
melic pirdapir an iribad miuTiTebs konkurentze an iseT
saqonelze an/da momsaxurebaze, romlebic SeTavazebulia
konkurentis mier~. SedarebiTi reklamisas saxezea konku-
rentis arakeTilsindisieri qmedeba, romliTac igi laxavs
mis reputacias.362
magaliTad: gamomcemloba sareklamo rgolSi aCvenebs,
Tu ramdenad maRali xarisxis wignis gamocema SeuZlia mas
da SedarebisTvis reklamaSive aCvenebs sxva gamomcemlobis
mier gamocemul wignebs, romelzec SeuiaraRebeli Tvali-
Tac SeiZleba SemCneva, rom es warmoadgens aSkarad sxva
gamomcemlis mier gamocemul wigns.
361
ti.
362
Sead. gugeSaSvili g., arakeTilsindisieri konkurenciis gamov-
linebisa da aRkveTis zogierTi sakiTxi, samarTlis Jurnali `sa-
marTali~, Tbilisi, #8, 2001, 32.
108
cxrili #6
kanoniT akrZaluli rek-

lamis saxeebi
arasaTanado reklama
arasarwmuno araeTikuri rek-

reklama lama
SedarebiTi reklama SecdomaSi Semyvani

reklama
arakeTilsindisieri reklama
109
Tavi IV valdebulebani samauwyeblo
reklamis ganTavsebisas
samauwyeblo reklamis ganTavsebis kanonismieri valde-

bulebebis ganxilvisas umetes wilad sakiTxi mauwyebelTa
valdebulebebs exeba. es logikuricaa, vinaidan reklamis
damkveTis valdebulebani, Ggarda calkeuli SemTxvevebisa,
saxelSekrulebo urTierTobidan gamomdinareobs.
mauwyebelTa movaleoba ZiriTadad `reklamis Sesaxeb~
saqarTvelos kanonsa da `mauwyeblobis Sesaxeb~ saqarTve-
los kanonSia gawerili. 363 / 364 ganvixiloT TiToeuli maT-
gani:
1. valdebulebani `reklamis Sesaxeb~

saqarTvelos kanonis Sesabamisad
sakiTxis ganxilvisas aucilebelia aRiniSnos, rom

`reklamis Sesaxeb~ saqarTvelos kanoniT gaTvaliswine-
buli valdebulebis SeusruleblobisTvis pasuxismgeb-
loba SeiZleba daekisros rogorc mauwyebels, ise rekla-
mis damkveTs imis mixedviT, Tu ra saxis saxelSekrulebo
pirobebze arian isini SeTanxmebulni.
miTiTebuli samarTlebrivi normiT gawerilia ori sax-
is mowesrigeba: erTi mxriv, zogadi xasiaTis normebi, xo-
lo, meore mxriv, specialuri xasiaTis normebi 365 Ti-
Toeuli Sinaarsis sareklamo rgolis mosawesrigeblad.
363
garda miTiTebuli kanonisa, aseTi saxis regulireba mocemu-
lia aseve saqarTvelos komunikaciebis erovnuli komisiis mier
miRebuli Sesabamisi samarTlebrivi aqtebiT, xolo politikuri
reklamis ganTavsebis sakiTxi gawerilia saarCevno kodeqsiT.
364
meti TvalsaCinoebisTvis ixileT cxrili #8.
365
kanoni ar icnobs termins _ `zogadi da specialuri xasiaTis
normebi~. igi avtoris interpretacias warmoadgens, romlis sa-
fuZvelzec ufro martivia `reklamis Sesaxeb~ saqarTvelos kano-
niT gawerili valdebulebebis diferencireba.
110
1.1 `reklamis Sesaxeb~ saqarTvelos kanonSi
gawerili zogadi xasiaTis normebi
a) reklama misi wardgenis momentSive aucileblad ga-

sagebi unda iyos, yovelgvari specialuri codnisa da teq-
nikuri saSualebebis gamouyeneblad.366
magaliTad: avtomanqanis nawilebis reklamirebisas nax-
senebi ar unda iyos iseTi saxis teqnikuri saSualebani,
romelic mxolod am sferoSi momuSave specialistisTvisaa
gasagebi.
b) reklama aucileblad qarTul enaze unda gavr-
celdes. 367 kanoni transliteraciis 368 wesiT qarTul enaze
im sasaqonlo niSnis gadmocemas iTvaliswinebs, romelic
sxva enazea registrirebuli.
magaliTad: italiuri restornis reklamisas sareklamo
rgolSi naxsenebi ucxoenovani sityva aucileblad qar-
Tul enaze unda iTargmnos.
g) reklamaSi ucxo enaze Sesrulebuli warwera zomiTa
da raodenobiT saxelmwifo enaze Sesrulebul formas ar
unda aRematebodes.369
magaliTad: avstriuli kompania `Katarina~ saqarTveloSi
frenSaizingis xelSekrulebis safuZvelze axorcielebs
saqmianobas. aRniSnuli kompaniis devizs Semdegi sityvebi
warmoadgens: `Das Leben ist kein Spiel~.370 samauwyeblo reklami-
sas aRniSnuli kompaniis devizi aucileblad qarTul
366
`reklamis Sesaxeb~ saqarTvelos kanonis me-4 muxlis pirveli
punqti.
367
ti _ igulisxmeba saqarTvelos teritoria.
368
transliteracia _ erTi damwerlobis asoebis gadacema sxva
damwerlobis asoebiT _ ix. inteleqtualuri sakuTrebis ganmar-
tebiTi leqsikoni, sandro jorbenaZis avtorobiT, gamomcemloba
`samarTali~, Tbilisi, 1998, 343 (transliteracia).
369
ti.
370
devizi (teqstSi germanul enaze naxsenebi) qarTulad niSnavs:
`cxovreba ar aris TamaSi~.
111
enaze unda gadmoices da qarTul enaze Sesrulebul aRwe-
ras ucxour enaze gawerili devizi ar unda aRematebodes.
d) reklamaSi manaTobeli warweris gamoyenebisas au-
cilebelia, obieqtze gakeTebuli warwera qarTul da uc-
xour enaze erTnairad ganaTebuli da kiTxvadi iyos.371
magaliTad: Tu samauwyeblo reklamaSi Sps `Computer-is~
manaTobeli warwera inglisur enaze iqneba Sesrulebuli,
aucilebelia, qarTul enazec aseTive warwera gakeTdes. es
wesi iseTi saxis logos ar exeba, romlis dasaxelebac
sasaqonlo niSans warmoadgens.
e) dauSvebelia iseTi saqonlis reklamireba, romlis
warmoeba da realizaciac an saqarTvelos kanonmdeblobi-
Taa akrZaluli an specialur nebarTvas saWiroebs.372
magaliTad: narkotikuli saSualebebis gamoyeneba sa-
qarTvelos moqmedi kanonmdeblobiT akrZalulia. Sesabami-
sad, misi reklamireba dauSvebelia.
v) im saqonlis reklamirebisas, romlis sertificire-
bac savaldebuloa, reklamisas unda axldes aRniSvna
`sertificirebulia~.373
magaliTad: `koka-kolas~ reklamirebisas, ekranze unda
Candes warwera _ sertificirebulia.374
1.2 `reklamis Sesaxeb~ saqarTvelos kanoniT

dawesebuli specialuri xasiaTis normebi
1.2.1 arasaTanado reklamis ganTavsebis akrZalva
`reklamis Sesaxeb~ saqarTvelos kanonis mixedviT,

dauSvebelia arasaTanado reklamis 375 ganTavseba da gavr-
celeba.376
371
ti.
372
373
374
kompania `koka-kolas~ reklamaze dReme Cans aseTi gamosaxule-
ba.
112
magaliTad: sareklamo rgolSi naturaluri wvenia naC-
venebi da mis gverdiT sxva naturaluri wvenia moTavse-
buli, romelic reklamis saSualebiT aRiqmeba, TiTqos
reklamirebadi saqonelze ufro maRali donisaa. aseTi
saxis reklamis mauwyeblis eTeriT gaSveba dauSvebelia.
1.2.2 gamosaxulebis gamoyeneba nebarTvis gareSe
dauSvebelia fizikuri piris gamosaxulebis an saxelis

gamoyeneba misi nebarTvis gareSe. 377 aRniSnuli ar niSnavs
imas, rom reklamaSi ar SeiZleba iseTi adamianis Cveneba,
romlisganac reklamis damkveTs ufleba ar auRia. kerZod,
kanonis aseTi mowesrigeba reklamaSi msxvili kadriT da-
naxuli pirovnebisgan nebarTvis aRebis valdebulebas gu-
lisxmobs. sxva SemTxvevaSi pirs, romlis gamosaxulebac
gamoyenebul iqna reklamaSi, ufleba aqvs moiTxovos kom-
pensaciis anazRaureba.378
1.2.3 Zaladobis, agresiisa da qaosisken

mowodebis dauSvebloba
akrZalulia, rom reklama moqalaqeebs Zaladobis, agre-

siisa da qaosisaken ubiZgebdes. igi maT saSiSi qmedebisaken
ar unda mouwodebdes, romelsac SeuZlia adamianis
janmrTelobas ziani miayenos an mis usafrTxoebas daemu-
qros.379
375
arasaTando reklamis definicia ixileT winamdebare naSromSi
_ kanoniT akrZaluli reklamis saxeebi.
376
ti.
377
378
ix. saqarTvelos uzenaesi sasamarTlos 2011 wlis 14 ivnisis
#as-280-264-2011 ganCineba _ aRwerilobiTi nawili, Tbilisis sa-
qalaqo sasamarTlos 2009 wlis 12 oqtombris gadawyvetileba da
Tbilisis saapelacio sasamarTlos 2010 wlis 30 seqtembris gan-
Cineba.
379
113
magaliTad: Sokoladis reklama, romelSic naCvenebia,
TiTqos Sokoladis Wamis Semdeg, mas Zala miecema da SeeZ-
leba nebismieri piris mimarT agresiuli moqmedebis gan-
xorcieleba yovelgvari sirTulis gareSe. aseTi reklama
mayurebels pirdapir agresiisken mouwodebs, rac, Tavis
mxriv, adamianis janmrTelobisTvis saSiS qmedebebs ga-
moiwvevs.
aseTi saxis reklama iqneba aseve saxeze, Tu gavrcel-
deba saomari situaciebis propaganda, vinaidan omSi gar-
dauvalia agresia, xolo saomari mdgomareoba Zalis ga-
moyenebasa da adamianis sicocxlis xelyofas gulisx-
mobs,380 rac Zaladobis erT-erTi magaliTia.
1.2.4 reklamis gadasaxdelis diferencireba
`reklamis Sesaxeb~ saqarTvelos kanonis mixedviT, akr-

Zalulia reklamis gadasaxdelis diferencireba reklami-
rebadi saqonlis saxeebis mixedviT. 381 zogadad, dife-
renciacia SesaZlebelia uSualod erTi sareklamo saqon-
lis mixedviT: magaliTad, erTi konkretuli saxis gaziani
sasmelis diferenciacia sxvadasxva gemosa da Saqris ode-
nobis mixedviT.
1.2.5 araswrulwovanTa gamosaxulebis gamoyenebis

dauSvebloba seqsualuri xasiaTis
produqciis reklamirebisas
akrZalulia seqsualuri xasiaTis produqciis rekla-

mirebisas arasrulwlovanTa gamosaxulebis an xmis nebis-
mieri formiT gamoyeneba.382
380
Sead. saqarTvelos sakonstitucio sasamarTlos 2011 wlis 22
dekembris #1/1/477 gadawyvetileba saqmeze saqarTvelos saxalxo
381
punqti.
382
114
magaliTad: seqsualuri produqciis reklamas adevs
arasrulwlovnis xma.
1.2.6 ucxo qveynidan saqarTveloSi gavrcelebuli,

moqmed kanonmdeblobasTan Seusabamo reklama
ucxo qveynidan saqarTveloSi gavrcelebuli reklama,

romelic moqmed wess ewinaaRmdegeba, saqarTvelos kanonm-
deblobis safuZvelze unda aRikveTos.383 aRniSnuli daTqma
ar unda agverios reklamis Sesaxeb~ saqarTvelos kanonis
me-4 muxlis me-6 punqtiT gaTvaliswinebul mowesrigebaSi.
am SemTxvevaSi iseTi saxis saqonlis reklamireba ikrZale-
ba, romelic saqarTveloSi damkvidrebul wess ewinaaRmde-
geba. damkvidrebul wesad SesaZlebelia rogorc samar-
Tlebrivi, ise moraluri wesis miCneva, romelmac SeiZleba
piris uflebebi (maT Soris, piris pativi, Rirseba, saqmiani
reputacia da sxv.) Selaxos.
1.2.7 gansakuTrebuli uflebebis obieqti
amave kanonSi gawerilia wesi, romelic gansakuTrebuli

uflebebis obieqtis sakiTxs exeba da romlis gamoyenebac
Sesabamisi kanonmdeblobiT gaTvaliwinebuli wesiTaa Se-
saZlebeli.384
magaliTad: 385 a-s musikalur nawarmoebze gaaCnia gansa-
kuTrebuli ufleba. b-m moindoma a-s nawarmoebi sakuTar
383
384
385
magaliTi agebulia Semdegi wignis gamoyenebiT: jorbenaZe s.,
saavtoro uflebebis cxovrebaSi, mesame gadamuSavebuli gamocema,
gamomcemloba `meridiani~, Tbilisi, 2013, 175 _ moyvanili magali-
Ti: `Jak Siraks musikis gamoyeneba aukrZales~ _ miTiTebul wign-
Si gawerili magaliTi politikur reklamas exeba, Tumca misi
gamoyeneba SesaZlebelia nebismieri saxis reklamisas, vinaidan
politikuri reklamis ganTavseba ar gulisxmobs sxvisi uflebe-
bis Selaxvas.
115
sareklamo rgolSi gamoeyenebina ise, rom ar aeRo ufleba
a-sgan. a-m, im mizeziT, rom mas ar xiblavda b-s saqmianoba,
moqmedi kanonmdeblobis Sesabamisad uari uTxra b-s musi-
kaluri nawarmoebis nebarTvis gareSe gamoyenebaze, vinai-
dan mas, rogorc avtors, gaaCnda nawarmoebze gansakuTre-
buli uflebebi.386
1.2.8 arasrulwlovanTa uflebebi
reklamis ganTavsebisas arasrulwlovanTa uflebebi

maqsimalurad unda iqnes daculi. 387 kanonismieri defini-
ciidan gamomdinare, aseTi saxis samarTlebrivi mowe-
srigeba arasrulwlovanTa gamoucdelobisgan 388 gamomdi-
nareobs, romlis safuZvelzec akrZalulia:
a) àrasrulwlovanTa STagoneba, daarwmunon mSob-
lebi an sxva pirebi reklamirebadi saqonlis SeZenaSi~.
magaliTad: reklama _ skolis maswavlebeli mouwodebs
bavSvebs, SeiZinon saTamaSoebi da am mizniT ramdenjerme
ganmartaven, rom bavSvebs Tu surT aseTi saTamaSos yidva,
aucileblad ramdenjerme unda sTxovon mSoblebs saTama-
Sos SeZenis Taobaze, raTa SemdgomSi mSobelma mas saTa-
maSo uyidos.
b) àrasrulwlovanTa yuradRebis mipyroba imaze, rom
reklamirebadi saqonlis floba upiratesobas aniWebs maT
sxva arasrulwovanTa mimarT, xolo misi uqonloba iwvevs
sawinaaRmdego efeqts~.
magaliTad: reklama _ Tu Tqven xarT arasrulwlovani
da SeiZenT Cvens maRaziaSi burTs, Cven gaCuqebT damatebiT
386
`saavtoro da momijnave uflebebis Sesaxeb~ saqarTvelos ka-
nonis me-18 muxlis 1-li punqti.
387
ix. `reklamis Sesaxeb~ saqarTvelos kanonis me-14 muxli.
388
gamoucdeloba uryofiT konteqstSi ar unda iqnes gagebuli.
zog SemTxvevebSi arasrulwlovans ar aqvs saqarTvelos kanonm-
deblobiT garkveuli gadawyvetilebis damoukideblad miRebis
ufleba. swored am princips efuZneba is daTqma, rac maT gamouc-
delobaze saubrobs.
116
msoflios yvelaze titulovani safexburTo gundis ori-
ginalur formas. Tu Tqven ar SeiZenT Cvens maRaziaSi
burTs, maSin Tqveni megobari mxolod am formis mixedviT
iqneba Tqvenze upirates mdgomareobaSi saskolo Cempiona-
tis matCis win.
g) `reklamaSi iseTi teqstis, audio- da videoinforma-
ciis moTavseba, romelic aCvenebs arasrulwlovnebs saSiS
adgilas da viTarebaSi~.
magaliTad: kadri reklamaSi _ q. Tbilisis maxloblad
erT-erTi dausaxlebeli punqti, sadac ar aris ganaTeba da
sadac mZime musikis fonze 14 wlis biWi dgas marto.
d) àrasrulwlovanTaTvis saqonlis gamosayeneblad
saWiro Cvevebis aucilebeli donis gauTvaliswinebloba.
amasTan, Tu saqonlis gamoyenebis Sedegebi naCvenebi an aR-
werilia, reklama informacias imis Sesaxeb unda iZ-
leodes, risi miRwevac realurad SesaZlebelia im asako-
brivi jgufis arasrulwlovanTaTvis, romlisTvisac ganku-
Tvnilia es saqoneli~.
magaliTad: Tu xdeba iseTi saqonlis reklamireba, rom-
lis gamoyenebisTvisac Sesabamisi Cvevebi da codnaa auci-
lebeli, reklama unda Seicavdes informacias amis Tao-
baze.
e) àrasrulwlovanTaTvis saqonlis Rirebulebaze
(fasze) ararealuri (damaxinjebuli) warmodgenis Seqmna.
kerZod, sityvebis `mxolod~, `sul raRac~ da maT msgavsTa
gamoyenebiT, agreTve pirdapiri an iribi miTiTebiT imaze,
rom reklamirebadi saqoneli xelmisawvdomia yvela ojaxis
biujetisaTvis~.
magaliTad: reklamaSi naxsenebia, rom mxolod im pro-
duqciis yidvaa SesaZlebeli xelmisawvdom fasad, rasac
reklamis damkveTi momxmarebels sTavazobs. esaa ara-
srulwlovnebze zemoqmedeba, romelic daijerebs, rom mxo-
lod nanaxi sareklamo rgolis naxvis Semdeg SeeZleba mis
mSobels (an mas) Sesabamisi produqciis SeZena.
117
1.2.9 fasiani qaRaldebis reklama
`reklamis Sesaxeb~ saqarTvelos kanonis mixedviT, fa-

siani qaRaldebis reklamas ramdenime saxis SezRudva gaaC-
nia. kerZod, masSi miTiTebuli unda iyos:389
(1) emitentis390 dasaxeleba;
(2) anderraiteris dasaxeleba da misamarTi;
(3) ganTavsebisaTvis pasuxismgebeli pirebis vinaoba da
misamarTi;
(4) sad da visTan SeuZlia potenciur investors 391 Sei-
Zinos emisiis prospeqti da gaecnos mas;
(5) licenziis nomeri da im organos dasaxeleba, ro-
melmac gasca licenzia;
garda zemoT CamoTvlilisa, fasiani qaRaldebis Se-
saxeb reklamisas dauSvebelia:392
(a) fasiani qaRaldebis reklamis gavrceleba maTi emi-
siis prospeqtis saxelmwifo registraciamde;
(b) emisiis prospeqtSi aRniSnuli informaciis garda,
raime saxis sxva informaciis gavrceleba;
(g) saqmianobis momavali efeqtianobis Sesaxeb nebis-
mieri garantiis, dapirebis an varaudis gancxadeba, maT
Soris, fasiani qaRaldebis sakurso Rirebulebis gazrdis
Taobaze;
389
punqti.
390
emitenti _ piri, romelic gascems fasian qaRalds _ ix. gan-
martebiTi iuridiuli leqsikoni (Juristisches Fachlexikon), levan
ToTlaZis, gaga gabriCiZis, giorgi TumaniSvilis, paata turavasa
da eTer CaCaniZis avtorobiT, gamomcemloba Sps `bataS dizaini~,
2012, 183; aseve _ piri, romelic uSvebs fasian qRaldebs _ ix.
`fasiani qaRaldebis bazris Sesaxeb~ saqarTvelos kanonis me-2
muxlis me-16 punqti.
391
`fasiani qaRaldebis bazris Sesaxeb~ saqarTvelos kanonis me-2
muxlis me-40 punqtis mixedviT, investori warmoadgens fasiani
qaRaldebis bazris monawiles.
392
ti.
118
(d) Cveulebriv aqciebze dividendebis garantirebuli
sididis Cveneba;
(e) emitentis mier sakuTari fasiani qaRaldebis TviTk-
votirebis nebismieri cda da gamovlineba.
1.2.10 alkoholiani sasmelebisa da

Tambaqos nawarmis reklama
aRniSnuli sakiTxis detalurad ganxilvamde mniSvne-

lovania SevexoTY saqarTvelos sakonstitucio sasa-
marTlos 2008 wlis 18 ivnisis #2/3/441 ganCinebas 393 _ gan-
saxilvel SemTxvevaSi mosarCeles moTxovnas sxva samar-
Tlebriv normebTan erTad `reklamis Sesaxeb~ saqarTve-
los kanonis me-8 muxlis im nawilis arakonstituciurad
cnoba warmoadgenda, romelic Tambaqos reklamirebas ex-
eboda. mosarCelis mosazrebiT, aRniSnuli daTqma Seusaba-
mobaSi modidoda saqarTvelos konstituciis me-15 394 da 37-
e 395 muxlebTan. sasamarTlom saqme arsebiTad gansaxilve-
lad ar miiRo, rac daasabuTa im safuZvliT, rom mosarCe-
lis uflebebis darRvevis faqti konkretul saqmeSi ar
vlindeboda. metic, sasamarTlom CaTvala, rom iuridiuli
piri Tavisi bunebidan gamomdinare ver iqneba sicocxlisa
da janmrTelobisaTvis uvnebel garemoSi cxovrebis uf-
lebis subieqti. zemoT moyvanili saqme mniSvnelovania
Tambaqos reklamirebis konstituciurobis Taobaze, rom-
lis sasarCelo moTxovnis dayenebis ufleba fizikur pirs
gaaCnia.
aRniSnulidan gamomdinare, dRevandeli mdgomareobiT,
alkoholiani sasmelebisa da Tambaqos nawarmis reklamis
393
saqarTvelos sakonstitucio sasamarTlos 2008 wlis #2/3/441
ganCineba saqmeze saqarTveloSi Tambaqos kontrolis CarCo kon-
venciis implementaciisa da monitoringis centri saqarTvelos
parlamentis winaaRmdeg.
394
sicocxlis ufleba.
395
janmrTelobisaTvis uvnebel garemoSi cxovrebis ufleba _
janmrTelobis ufleba.
119
ganTavseba mauwyebelze akrZaluli ar aris, Tumca masze
kanonmdeblobiTYgarkveuli saxis SezRudvebia dawesebuli.
kerZod:
(1) aseTi saxis reklama ar unda qmnides STabeWdilebas,
rom misi gamoyeneba xels uwyobs fizikuri da fsiqikuri
mdgomareobis gaumjobesebas an sazogadoebriv Tu spor-
tul sarbielze warmatebis miRwevas.396
magaliTad: reklama _ gamocdis win nerviulobs stu-
denti, romelsac meore studenti damSvidebis mizniT Ses-
Tavazebs alkoholian sasmels, xolo is studenti, romel-
sac gamocda aqvs, sasmelis dalevis Semdeg gaormagebuli
energiiTa da yovelgvari daZabulobis gareSe Caabarebs
gamocdas umaRles doneze. am SemTxvevaSi studentis war-
matebis miRwevis saSualebad gamoyenebulia alkoholiani
sasmeli, ris reklamirebac akrZalulia.
(2) alkoholiani sasmelebisa da Tambaqos reklama ar
unda axdendes misi gamoyenebisgan Tavis Sekavebis diskre-
ditirebas. 397 aseve, igi ar unda Seicavdes iseTi saxis in-
formacias, romelSic misi dadebiTi Tvisebebis Sesaxeb
iqneba yuradReba gamaxvilebuli.398
magaliTad: reklama _ megobari meore megobars uxsnis,
rom, Tu konkretuli sasaqonlo niSnis Tambaqos momxare-
beli ar iqneba, mis samegobroSi Seelaxeba reputacia. me-
gobari ki am dros cdilobs mowevisTvis Tavis danebebas.
aseT SemTxvevaSi xdeba Tambaqos gamoyenebisgan Tavis Seka-
vebis diskreditacia.
396
imave kanonis me-8 muxlis 1-li punqti.
397
diskreditacia _ 1) visime an risame Rirsebis, avtoritetis,
prestiJis SebRalva; saxelis gatexa, ndobis dakargva. 2) arake-
Tilsidnisieri konkurenciis erT-erTi xerxi _ ix. inteleqtua-
luri sakuTrebis ganmartebiTi leqsikoni, sandro jorbenaZis
avtorobiT, gamomcemloba `samarTali~, Tbilisi, 1998, 86.
398
ti.
120
(3) dauSvebelia alkoholiani sasmelebisa da Tambaqos
nawarmis iseTi reklama, romelic mimarTuli iqneba uSua-
lod arasrulwlovnebisadmi.399
magaliTad: reklama _ maswavlebeli mouwodebs moswav-
leebs, skolis Semdeg gantvirTvis mizniT miirTvan alko-
holiani sasmeli. aseTi qmedebiT xdeba arasrulwlovanTa
waqezeba alkoholiani sasmelis moxmarebaze.
(4) Tambaqos nawarmis reklama ar unda Seicavdes àm
nawarmis kolofsa da yuTs gaxsnil mdgomareobaSi da misi
moxmarebis procesis demonstrirebas, mowodebebs misi ga-
moyenebis Sesaxeb. amasTanave, igi ar unda arRvevdes sayo-
velTaod aRiarebul humanur, eTikur da eTnofsiqolo-
giaSi damkvidrebul zneobriv normebs~.400
magaliTad: reklama _ saRamos vaxSmis Semdeg ojaxis
erT-erTi wevri xsnis Tambaqos kolofs da saTiTaod awv-
dis ojaxis danarCen wevrebs, romlebic reklamis mimdina-
reobisas ewevian am sigarets.
(5) àlkoholiani sasmelis reklamas, romelic Seicavs
aseTi sasmelis taris gaxsnil mdgomareobaSi an misi mox-
marebis procesis demonstrirebas, mowodebebs misi gamoye-
nebis Sesaxeb, unda axldes gafrTxileba: àlkoholis di-
di odenobiT miReba vnebs janmrTelobas~. amasTanave igi
ar unda arRvevdes sayovelTaod aRiarebul humanur, eTi-
kur da eTnofsiqologiaSi damkvidrebul zneobriv nor-
mebs~.401
imis gaTvaliswinebiT, rom alkoholis reklama akrZa-
luli ar aris, misi reklamirebisas aqcenti mis moxmare-
baze keTdeba. aseT SemTxvevaSi kanoni pirdapir awesebs
SezRudvas, rac gamoiyeneba mayurebelTa gafrTxilebaSi:
àlkoholis didi odenobiT miReba vnebs janmrTelobas~.
(6) mauwyeblis mier Tambaqos nawarmis reklamirebisas
saqarTvelos Sromis, janmrTelobisa da socialuri dac-
399
400
401
121
vis saministros mier damtkicebuli informacia Tambaqos
mowevis mavneobis Sesaxeb unda iyos gaxmovanebuli.402
kerZod, Tambaqos nawarmis reklamirebisas aucileblad
unda iyos miTiTeba _ moweva klavs an mwevelebi kvdebian
adre da sxv.
(7) garda zemoT CamoTvlilisa, saqarTvelos moqmedi
kanonmdeblobiT akrZalulia magari spirtiani sasmelebisa
da Tambaqos nawarmis reklamis gavrceleba mauwyeblis sa-
SualebiT.403
aRniSnuli normiT daSvebulia gamonaklisi, romelic
2015 wlis 1 ianvramde uSvebs magari spirtiani sasmelebis
gavrcelebis SesaZleblobas 20 saaTidan awesebs, alkoho-
liani sasmelebis gavrcelebis samarTlebrivi mowesrige-
bis darad.404
1.2.11 farmacevtuli xasiaTis produqciis reklama
iseve, rogorc alkoholiani sasmelebisa da Tambaqos

nawarmis reklamirebisas, kanonmdebeli farmacevtuli xa-
siaTis produqciis reklamis ganTavsebis dros SezRudvebs
awesebs. kerZod, akrZalulia specialur kontrols daqvem-
debarebuli 405 da saqarTvelos bazarze daSvebis uflebis
armqone farmacevtuli produqtis reklama. 406 aRniSnuli
akrZalva ar vrceldeba specialur kontrols daqvemdeba-
rebuli mesame jgufisaTvis mikuTvnebuli farmacevtuli
reklamis teqstis saqarTvelos Sromis, janmrTelobis da
socialuri dacvis saministros mmarTvelobis sferoSi
402
403
404
ix. imave kanonis 22-e muxlis (gardamavali debulebani) 11 punq-
tis à~ qvepunqti.
405
Pspecialur kontrols daqvemdebarebuli pirveli da meore
jgufisaTvis mikuTvnebuli.
406
ti.
122
Semaval kompetentur samsaxurTan winaswari SeTanxmebiT
da Sesabamisi pirobebis dacviT.407/408/409/410
garda aRniSnulisa, dauSvebelia: a) aseTi reklamis
teqsti Sinaarsobrivad gansxvavdebodes am produqtis ga-
moyenebis momxmareblisTvis gankuTvnil instruqciaSi mi-
TiTebuli Cvenebebisgan; 411 / 412 b) `farmacevtul produqtad
dauregistrirebeli, aseve, farmacevtuli produqtis sax-
elmwifo registraciis erovnuli reJimiT nebayoflobiT
dauregistrirebeli komplementaruli samkurnalo saSua-
lebis, biologiurad aqtiuri danamatisa da parasamkur-
407
408
aRniSnuli pirobaa (mauwyeblis eTeriT reklamis ganTavsebisas
_ wina sqolioSi miTiTebuli muxlis/punqtis `g~ qvepunqti) _
`[...] rodesac SesaZlebelia misi vizualuri aRqma, ise gaxmovaneba,
gamafrTxilebeli warwera unda Candes (ikiTxebodes) aranakleb
sami wamis ganmavlobaSi da aseve unda gaxmovandes~.
409
`reklamis teqstis saqarTvelos Sromis, janmrTelobisa da
socialuri dacvis saministros mmarTvelobis sferoSi Semaval
kompetentur samsaxurTan winaswari SeTanxmeba gulisxmobs Se-
Tanxmebas imasTan dakavSirebiT, rom sareklamo teqsti Seesabame-
ba instruqciaSi miTiTebul informacias~ _ `reklamis Sesaxeb~
saqarTvelos kanonis me-9 muxlis me-4 punqti.
410
saqarTvelos Sromis, janmrTelobis da socialuri dacvis sa-
ministros mmarTvelobis sferoSi Semavali kompetenturi samsax-
uri axorcielebs farmacevtuli produqtis reklamis monitor-
ings `wamlisa da farmacevtuli saqmianobis Sesaxeb~ saqarTve-
los kanoniT dadgenili pirobebis dacvis uzrunvelyofis kuT-
xiT~ _ `reklamis Sesaxeb~ saqarTvelos kanonis me-9 muxlis me-8
punqti.
411
ti
412
garda wina sqolioSi miTiTebulisa, `farmacevtuli produqtis
saxelmwifo registraciis erovnuli reJimiT nebayoflobiT regi-
strirebuli farmacevtuli produqtis reklama Tavisufalia da
masze ar vrceldeba am muxliT (me-5 muxli) dagnsazRvruli re-
gulireba [...]~ _ `reklamis Sesaxeb~ saqarTvelos kanonis me-9
muxlis me-7 punqti
123
nalo saSualebis sareklamo teqstSi daavadebebis miTiTe-
ba da maTi farmacevtul produqtebad warmoCena~.413
miuxedavad zemoT CamoTvlili ramdenime SezRudvisa
da uflebamosilebisa, `reklamis Sesaxeb~ saqarTvelos
kanonis me-9 muxlis mixedviT, reklamad ar iTvleba: a)
`farmacevtuli produqtis markireba, instruqcia~; b) `saq-
miani korespondencia~; g) `faqtografiuli, informaciuli
xasiaTis prospeqti da sacnobaro masala, Tu maTSi asax-
uli informacia Seexeba mxolod farmacevtuli produqtis
cvlilebas an/da sifrTxilis zomebs~; d) `janmrTelobas-
Tan an/da daavadebasTan dakavSirebuli informacia, Tu
masSi ar aris pirdapiri an iribi miTiTeba farmacevtuli
produqtiT mkurnalobaze~; e) `samedicino da farmacev-
tuli dargis muSakebisaTvis farmacevtuli produqtis Se-
saxeb informaciis miwodeba~.414
1.2.12 sabrZolo iaraRis reklama
saqarTvelos moqmedi kanonmdeblobiT SezRudvebia da-

wesebuli iaraRis reklamis gavrcelebaze. kerZod, akrZa-
lulia sabrZolo iaraRis reklamis gavrceleba. amasTan,
kanonmdeblobiT dasaSvebia sxva saxis iaraRis reklami-
reba, Tumca saqarTvelos Sinagan saqmeTa saministros Se-
sabamisi organos nebarTviT.
magaliTad: reklama _ SeiZineT sabrZolo iaraRi mxo-
lod CvenTan. Cveni iaraRebi gamoiyeneboda avRaneTSi qarT-
vel samxedroTa mier, Sesabamisi misiis Sesrulebisas. ase-
Ti Sinaarsis reklamis ganTavseba mauwyebelze dauSvebe-
lia.
413
ti.
414
farmacevtuli nawarmis reklamirebis wesis Taobaze, garda
aRniSnulisa ixileT winamdebare saxelmZRvanelos VII TavSi ga-
werili specialuri akrZalvebi, romelSic saqarTvelos moqmedi
kanonmdeblobis calkeuli normebis safuZvelze gawerili regu-
lirebaa aRniSnuli.
124
1.2.13 sareklamo masalis Senaxvis valdebuleba
garda zemoT CamoTvlili valdebulebebisa, `reklamis

Sesaxeb~ saqarTvelos kanonis calke TavSi (III Tavi) gawe-
rilia sareklamo masalis Senaxvis valdebuleba.415
reklamis damkveTi, mwarmoebeli da gamavrcelebeli
valdebulni arian, reklamis masalebi (yvela Setanili
cvlilebis CaTvliT) an maTi aslebi reklamis ukanaskne-
lad gavrcelebis dRidan 2 Tvis ganmavlobaSi Seinaxon.
amasTan, Tu sareklamo rgoli sadavo gaxda _ Sesabamisi
organos mier Sesabisi davis saboloo gadawyvetamde.
aRniSnuli ise ar unda iqnes gagebuli, TiTqos rekla-
mis gavrcelebis ukanaskneli dRidan 2 Tvis manZilze
reklamis damkveTs ufleba ar aqvs, reklama gamoiyenos.
Tanamedrove praqtikaSi reklamis ganTavsebis Taobaze
dadebuli xelSekrulebebis umravlesoba sareklamo masa-
lis eTerSi gadacemis Semdeg misi reklamis damkveTisTvis
gadacemis valdebulebas iTvaliswinebs. aseT SemTxvevaSi
mauwyebels SesaZlebloba aqvs, mxolod reklamis asli
daitovos TavisTan.
1.3 saxelmwifo kontroli reklamis sferoSi416
reklamis sferoSi saxelmwifo konkrtolis Taobaze

winamdebare TavSi samauwyeblo reklamis kontrolis wesi
ganixileba, romelsac saqarTvelos komunikaciebis erov-
nuli komisia axorcielebs. igi, erTi mxriv, arasaTanado
reklamis srulad an nawilobriv SeCerebaze an kontrrek-
lamis ganxorcielebaze iRebs gadawyvetilebas, xolo,
meore mxriv, saqarTvelos kanonmdeblobiT mowesrigebuli
qcevis wesis darRvevis SemTxvevaSi `mauwyeblobis Sesaxeb~
saqarTvelos kanoniT gaTvaliswinebuli sanqciis pirisaT-
415
416
125
vis dakisrebaze an Sesabamisi faqtis arsebobisas Sesabami-
si organoebisaTvis sisxlissamarTlebrivi devnis dawyebis
Sesaxeb mimarTvaze.
2. reklamis ganTavsebasTan dakavSirebuli

mauwyeblis valdebulebani `mauwyeblobis
Sesaxeb~ saqarTvelos kanonis mixedviT417
`mauwyeblobis Sesaxeb~ saqarTvelos kanoniT gawerili

valdebulebani Sesasruleblad mauwyebelTaTvisaa saval-
debulo da ara reklamis damkveTisTvis. sakiTxi SeuZle-
belia, sxva kuTxiT iqnes danaxuli, vinaidan uSualod da-
saxelebuli kanoni adgens da gansazRvravs mauwyebelTa
qcevis wess. magaliTad, `mauwyeblobis Sesaxeb~ saqarT-
velos kanonis 61-e muxlis me-4 punqtis Tanaxmad, mauwye-
beli valdebulia, Sesabamisobis deklaracia sakuTar
vebgverdze gamoaqveynos. 418 aseTi saxis samarTlebrivi
norma gawerilia swored im mizniT, rom man mauwyebelTa
qcevis wesi moawesrigos.
asevea reklamis ganTavsebis Sesaxeb `mauwyeblobis Se-
saxeb~ saqarTvelos kanonSi gawerili wesic, romlis mix-
edviTac, kanoniT gaTvaliswinebuli valdebulebebis Seu-
sruleblobis SemTxvevaSi pasuxismgebloba mxolod mau-
wyebels ekisreba.
417
imis gaTvaliswinebiT, rom politikuri reklamis ganTavseba
samarTlebrivad saqarTvelos saarCevno kodeqsiT regulirdeba,
am ukanasknelze saubrisas aucileblad gamoiyeneba `mauwyeblo-
bis Sesaxeb~ saqarTvelos kanonTan erTad saqarTvelos saarCevno
kodeqsiT gawerili valdebulebani.
418
ix. magaliTad, telekompania `rusTavi 2-is~ oficialuri vebg-
verdi, sadac gamoqveynebulia Sesabamisobis deklaracia
<http://rustavi2.com/news/Shesabamisobis%20Deklaracia.pdf>
126
2.1 socialuri reklamis ganTavsebasTan
dakavSirebuli valdebulebani419
socialuri reklamis sakiTxze mauwyeblis valdebule-

bis Sesaxeb msjeloba ori ZiriTadi mimarTulebiT unda
warimarTos: mauwyeblisa (kerZo mauwyeblisa) da sazoga-
doebrivi mauwyeblis valdebulebani. 420 ganvixiloT Ti-
Toeuli maTgani:
2.1.1 mauwyeblis valdebulebani
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 65-e mux-

lis 1-li punqtis mixedviT, mauwyebeli valdebulia, eTer-
Si ganTavsebis mizniT warmodgenil socialur reklamas
usasyidlod da aradiskriminaciulad dauTmos 3 saaTSi
aranakleb 90 wamisa. aRniSnuli ganmartebis mixedviT, ne-
bismier mauwyebels, warmoadgens igi saerTos Tu specia-
lizebuls, aseTi saxis valdebuleba ekisreba.
socialuri reklamis erT-erT mizans sazogadoebrivi
sikeTis xelSewyoba da qvelmoqmedeba warmoadgens. qvel-
moqmedebis mizani da sazogadoebrivi sikeTis xelSewyoba
SesaZlebelia ara mxolod im telekompaniis mier ganxor-
cieldes, romelic sainformacio da politikur gada-
cemebs uSvebs, aramed im mauwyeblis mier, romelic mxo-
lod erTi, konkretuli Tematikis sakiTxzea orientire-
buli.
calke aRniSvnis Rirsia sakiTxi, romelic anazRaure-
bis gareSe reklamis ganTavsebas exeba. marTalia, mauwye-
beli valdebulia, usasyidlod ganaTavsos socialuri
reklama, Tumca Tanamedrove praqtikaSi araerTi SemTxve-
419
sakiTxis TvalnaTliv warmoCenisTvis ixileT cxrili #7.
420
saTemo mauwyebelze yuradReba ar maxvildeba Segnebulad. aR-
niSnulis mizezs warmoadgens is, rom saTemo mauwyebelze so-
cialuri reklamis ganTavsebis praqtika saerTod ar aris damkvi-
drebuli qarTul realobaSi. Sesabamisad, naSromSi aRiniSneba
mxolod zogadi wesi.
127
vaa, rodesac socialuri reklamis damkveTebi socialuri
reklamis ganTavsebas Sesabamisi anazRaurebis safuZvelze
iTxoven. 421 kanonSi aseTi regulireba 2012 wels miRebuli
cvlilebebis Sedegia. am periodamde mauwyebeli sakuTar
teleeTerSi socialur reklamas Sesabamisi anazRaurebis
safuZvelze uSvebda.
2.1.2 sazogadoebrivi mauwyeblis (sazogadoebrivi

mauwyeblis aWaris televiziis) valdebulebani422

lis me-2 punqtSi aseve gawerilia sazogadoebrivi mauwyeb-
lisa da sazogadoebrivi mauwyeblis aWaris televiziis
valdebulebani socialuri reklamis ganTavsebisas. ker-
Zod, igi valdebulia, sxva mauwyeblebis msgavsad ganaTav-
sos socialuri reklama, magram saaTSi aranakleb 60 wa-
misa.
421
teqstSi Segnebulad araa miTiTebuli im organizaciebze (maT
Soris _ gancxadebis mimarTvis nomeri, TariRi da a.S.), romelmac
konkretul mauwyebels mosTxoves socialuri reklamis ganTavse-
ba komerciuli reklamisTvis gansazRvruli Tanxis 50%-iani fas-
daklebis safuZvelze.
422
punqtSi sazogadoebrivi mauwyeblis garda saubaria saTemo mau-
wyeblis (ix. miTiTebuli kanonis h1 punqti, romlis mixedviTac,
saTemo mauwyebeloba es aris `kerZo samarTlis arakomerciuli
an sajaro samarTlis iuridiuli piris mier ganxorcielebuli
mauwyebloba, romelic uzrunvelyofs mauwyeblobis procesSi
sazogadoebis im nawilis monawileobas, romelsac is emsaxureba
da romelic miznad ar isaxavs mogebis miRebas~) davaldebule-
baze, romelsac analogiuri valdebulebani ekisreba. winamdebare
naSromSi saTemo mauwyebelze Segnebulad ar aris gamaxvilebuli
yuradReba da Segnebulad ar aris ganmartebuli misi valdebu-
lebani. naSromis saTauridan gamomdinare, misi ganxilvis mizans
warmoadgens ara konkretul mauwyebelTa diferenciacia, aramed
reklamis zogadi pricnipebis arsis Camoyalibeba, romlis gan-
xivlis SemTxvevaSic sazogadoebrivi mauwyeblis magaliTi sakma-
risia, raTa suraTi naTlad iqnes warmoCenili.
128
aqve xazi unda gaesvas `mauwyeblobis Sesaxeb~ saqarT-
velos kanonis 65-e muxlis 1-el punqtSi 2012 wlis 26 de-
kembers Setanil cvlilebas, romlis mixedviTac, sazo-
gadoebrivma mauwyebelma saTanado sareklamo rgolis war-
modgenis SemTxvevaSi saqarTvelos natosa da evrokavSirSi
integraciasTan dakavSirebul socialur reklamas aseve
unda dauTmos aranakleb 10 wamisa. 423 aRniSnulidan naT-
lad ikveTeba sazogadoebrivi mauwyeblis damatebiTi val-
debuleba, rac misi samarTlebrivi bunebidan gamomdina-
reobs, 424 Tumca kanonis daTqma logikur bmaSi ar modis
socialuri reklamis samarTlebriv institutTan. marTa-
lia, qveynis strategiuli mimarTuleba SeiZleba evro-
kavSirSi gawevrianebas iTvaliswinebdes, rac kanonmdeb-
lobis SesabamisobaSi moyvanasa da samarTlebrivi sisteme-
bis transformaciasac gulisxmobs,425 Tumca aRniSnuli ise
ar unda iqnes gagebuli, TiTqos TiToeul kanonSi evro-
kavSiris saxelwodeba gaiweros. SesabamisobaSi moyvana
evrokavSiris samarTlis zogad da saerTo principebis
gaTvaliswinebas gulisxmobs. 426 sxva SemTxvevaSi, normis
arsi ufro bundovani gaxdeba: magaliTad, SedarebisTvis
rom ixiloT imave muxlis me-2 punqti, masSi, rogorc ze-
moT aRiniSna saubaria sazogadoebrivi mauwyeblis mier
socialuri reklamis ganTavsebis periodulobaze, rac
ufro met saeTero dros moicavs, vidre magaliTad, kerZo
423
aRsaniSnavia, rom 2013 wlis sakanonmdeblo cvlilebebi ar
Seexo am normas da sazogadoebriv mauwyebelTan erTad ar gai-
wera sazogadoebrivi mauwyeblis aWaris televizia.
424
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis me-15 muxlSi ga-
werili daTqma.
425
bregaZe r., saqarTvelos evrokavSirSi gawevrianebis politi-
kuri nebis ganxorcielebis samarTlebrivi gzebi, naSromebis
krebuli saxelwodebiT: evrokavSiri da saqarTvelo: mimdinare
sakiTxebi da momavlis prespeqtivebi, seriidan èvrointegracia~,
saqarTvelos strategiisa da saerTaSoriso urTierTobaTa kvle-
vis fondi, Tbilisi, 2009, 175.
426
evrokavSiris samarTlis principebis Taobaze ixileT: geferiZe
d., evropis kavSiris samarTlis safuZvlebis Sesaxeb, samarTlis
Jurnali `marTlmsajuleba da kanoni~ 4(27)’10, 2010, 49.
129
mauwyebelze. Sesabamisad, dasakonkretebelia, Tu ra peri-
odulobis romel 10 wamzea saubari miTiTebul normaSi.427
2.1.3 socialuri reklama saarCevno

kampaniis periodSi
socialuri reklama Sinaarsobrivad gansxvavdeba po-

litikuri reklamisgan, Tumca ideologiurad misi identu-
ria. 428 qarTul literaturaSi gamoTqmulia mosazreba,
romlis mixedviTac, socialuri reklama politikuri rek-
lamis mniSvnelovan damatebad aris miCneuli. 429 aRniSnuli
ganpirobebulia socialuri reklamis SinaarsiT, romelic
qveynisTvis, mosaxleobisTvis mniSvnelovan sakiTxebs ex-
eba, xolo aseTi sakiTxis gadawyvetis SesaZlebloba marT-
vel xelisuflebas gaaCnia, romlis saqmianobis Sedegic
mosaxleobis mier socialuri sakiTxis uzrunvelyofaSi
gamoixateba, rac momavalSi arCevnebisas misi reitingis
ganmsazRvreli xdeba.
saarCevno kampaniis mimdinareobisas socialuri rekla-
mis ganTavseba `mauwyeblobis Sesaxeb~ saqarTvelos kano-
nis 65-e muxlis me-2 punqtiTaa mowesrigebuli. unda aRi-
niSnos, rom aseTi valdebuleba mxolod sazogadoebriv
(maT Soris sazogadoebrivi mauwyeblis aWaris televizias)
da saTemo mauwyebels ekisreba. kerZod, aRniSnuli normis
mixedviT, TiToeuli maTi momsaxurebis zonaSi mimdinare
saarCevno kampaniis dros valdebuli arian, socialuri
reklamis saxiT miawodon sazogadoebas informacia sub-
ieqtebisa da mniSvnelovani saarCevno procedurebis Sesax-
eb, xolo informacia, romelsac socialuri reklamis sax-
iT gaavrceleben, unda Seicavdes Semdeg monacemebs: a)
427
logikurad, normaSi saubaria saaTSi araumetes 60 wamidan ara-
nakleb 10 wamze, romelSic unda moxdes saqarTvelos natosa da
evrokavSirSi integraciasTan dakavSirebuli socialuri rekla-
mis sajaro gadacema, Tumca norma met konkretikas saWiroebs.
428
429
iqve.
130
saarCevno ubnis misamarTebs; b) arCevnebis TariRsa da g)
saarCevno saproceduro uflebebsa da movaleobebs.
magaliTad: saqarTveloSi 2013 wlis saprezidento ar-

Cevnebisas sazogadoebrivi mauwyebeli valdebulia, socia-
luri reklamis saxiT gaavrcelos informacia, romelSic
gaiwereba saarCevno ubnis misamarTebi, arCevnebis TariRi
da saarCevno procedurebi. imis gaTvaliswinebiT, rom sa-
zogadoebrivi mauwyebeli saqarTvelos mTel teritorias
moicavs, man informacia unda gaavrcelos saqarTvelos
masStabiT arsebul saarCevno ubnis misamarTebze, xolo
arCevnebis TariRi da saarCevno saproceduro ufleba-
movaleobani isedac erTi iqneba nebismieri amomrCev-
lisTvis.
winasaarCevno periodSi socialuri reklamis sakiTxi
aseve gawerilia saqarTvelos saarCevno kodeqsSi, romel-
Sic xazgasmulia, rom winasaarCevno kampaniis periodSi
socialur reklamaSi saarCevno subieqtis an misi rigiTi
nomris gamoyeneba dauSvebelia.430
2.1.4 adaministraciuli organos ufleba,

Seisyidos socialuri reklamis ganTavsebis
mizniT mauwyeblis momsaxureba
`mauwyeblobis Sesaxeb~ saqarTvelos kanonSi 2013 wels

ganxorcielebuli cvlilebebis Sedegad ganisazRvra admi-
nistraciuli organos uflebamosileba, Seisyidos so-
cialuri reklamis ganTavsebis mizniT mauwyeblis momsax-
ureba. 431 kanoni am mxriv ganmartavs, rom socialuri rek-
lamis ganTavsebisas mauwyeblis momsaxurebis Sesyidva un-
da moxdes sazogadoebisTvis mniSvnelovani informaciis
gavrcelebis mizniT.
430
saqarTvelos saarCevno kodeqsis 49-e muxlis me-4 punqti.
431
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 661 muxlis me-2
punqti.
131
amasTan, amave muxlSi miTiTebaa administraciuli or-
ganos SezRudvaze, romlis mixedviTac, mas mxolod maSin
aqvs samauwyeblo momsaxurebis Sesyidvis ufleba, Tu es
gaTvaliswinebuli iqneba biujetis calke muxliT da Tu
misi Sesyidva moxdeba tenderis saSualebiT. aseTi saxis
mowesrigeba garkveulwilad SuesabamobaSi modis 65-e
muxlis pirvel punqtTan, romliTac socialuri reklamis
ganTavsebis sakiTxi angariSsworebis ganxorcielebis
valdebulebis gareSea mowesrigebuli. Tumca am SemTxve-
vaSi norma mainc orazrovan StabeWdilebas tovebs: erTi
mxriv, biujetSi socialuri reklamis ganTavsebis sakiTxis
gawera SeiZleba gagebul iqnes, rogorc socialuri sarek-
lamo rgolis damzadeba sajaro dawesebulebis mier, xo-
lo meore mxriv, sajaro dawesebulebsa da mauwyebels
Soris xelSekrulebis dadebis SemTxvevaSi Sesabamisi anga-
riSsworebis ganxorcielebis SesaZlebloba.
kanonis ganmartebidan gamomdinare, SesaZlebelia da-
vaskvnaT, rom socialuri reklamis ufasod ganTavsebis
ufleba gaaCniaT mxolod kerZo samarTlis subieqtebs,
romelnic sajarosamarTlebriv uflebamosilebas ar axor-
cieleben.
132
cxrili #7
socialuri reklama
(mauwyeblis valdebulebani)
vrceldeba usasyidlod
kerZo
mauwyebeli sazogadoebrivi mauwyebeli)
3 saaTSi aranak-
leb 90 wamisa
saTemo
mauwyebeli
ganTavsebis saerTo periodulo-
bidan aranakleb 10 wamisa eTers
uTmobs _ saqarTvelos natosa da
evrokavSirSi integraciis Tao-
baze reklamas
sazogadoebrivi mau-
wyeblis aWaris tele-
vizia
1 saaTSi aranakleb 60 wamisa

agreTve, saarCevno kampaniisas soc. reklamis saxiT
miawodon mayurebels informacia Semdegis Taobaze: a)
saarCevno ubnebis misamarTebi; b) arCevnebis TariRi; g)
saarCevno saproceduro ufleba-movaleobani
133
2.2 valdebulebani politikuri/winasaarCevno reklamisas
saarCevno periodSi garkveuli sakiTxebis mowesrigeba

ufro metad aqtualur xasiaTs iZens, vidre Cveulebriv
pirobebSi. magaliTad, auditis samsaxuris mier saarCevno
subieqtebis dafinansebis gakontrolebis sakiTxi 432 da sxv.
amis mizezs arCevnebis samarTlebrivi buneba da misi
mniSvneloba warmoadgens.
rodesac vsaubrobT imaze, rom saqarTvelo demokrati-
uli qveyanaa, aucilebelia aqve SevniSnoT, rom arCevnebi
demokratiis erT-erTi fuZemdebluri principia 433 da misi
samarTlianad Catareba qveynis erT-erT upirveles interes
warmoadgens.
mauwyeblebs bazarze gaaCniaT dominanti mdgomareoba,
rac saWiros xdis saarCevno subieqtTaTvis Tanabari SesaZ-
432
mniSvnelovania aRiniSnos auditis samsaxuris generaluri au-
ditoris 2012 wlis 6 agvistos #137/37 brZanebis Sesaxeb (brZaneba
Seexeboda winasaarCevno kampaniis dafinansebis gamWvirvalobas-
Tan dakavSirebuli zogierTi sakiTxis mowesrigebas), romliTac
mauwyeblebs fasiani politikuri reklamis ganTavsebis SemTxveva-
Si ganesazRvraT 24 saaTini vada, raTa aRniSnuli Tanxis gadax-
dis damadasturebeli dokumenti waredginaT auditis samsax-
urisTvis. miTiTebuli sajaro dawesebulebis mier gamocemuli
brZaneba gasaCivrebul iqna Tbilisis saqalaqo sasamarTlos ad-
ministraciul saqmeTa kolegiaSi (mosarCeleebi: `mecxre arxi~,
`maestro~ da sxv.). gasaCivreba moxda saqarTvelos axalgazrda
iuristTa asociaciis iniciativiT (garda `mecxre arxisa~ yvela
sxva mosarCele mxares warmoadgendnen saia-s iuristebi). Tbili-
sis saqalaqo sasamarTlo 2012 wlis 28 Tebervlis #3/3804-12 ga-
dawyvetilebiT sarCeli dakmayofilda da auditis samsaxuris
mier miRebuli brZaneba gauqmda.
433
Sead. magaliTad, germaniis sakonstitucio sasamarTlos mier
gamoTqmuli mosazreba, romlis mixedviTac, mosaxleobis arCev-
nebSi monawileobis miRebas saxelmwifo mowyobis wesrigis erT-
erT arsebiT safuZvlad miiCnevs _ BVerfG, 2 BvC 1/11 vom 4.7.2012,
Absatz-Nr. (31),
<http://www.bverfg.de/entscheidungen/cs20120704_2bvc000111.html> .
134
leblobebis micemas, survilisamebr ganaTavson reklama
mauwyeblis teleeTerSi.434
imis gaTvaliswinebiT, rom winasaarCevno reklamis gan-
Tavseba detalurad wesrigdeba saqarTvelos saarCevno
kodeqsiT, winamdebare Tavi dayofilia or nawilad, ro-
melSic miTiTebulia aRniSnuli kodeqsisTa da `mauwyeb-
lobis Sesaxeb~ saqarTvelos kanoniT mowesrigebuli nor-
mis Sinaarsi.
2.2.1 valdebulebani `mauwyeblobis Sesaxeb~

saqarTvelos kanonis 66-e muxlis mixedviT
kerZo mauwyebeli valdebulia Tavisi momsaxurebis zo-

naSi mimdinare sarCevno kampaniis dros usasyidlod da
aradiskriminaciulad ganaTavsos yvela kvalificiuri
saarCevno subieqtis mier warmodgenili winasaarCevno rek-
lama. amasTan, man ganTavseba unda moaxdinos 3 saaTSi erT-
xel aranakleb 90 wamisa. 435 analogiuri daTqmaa sazoga-
doebrivi mauwyeblis, sazogadoebrivi mauwyeblis aWaris
televiziisa da saTemo mauwyeblobis licenziis mflobe-
lis SemTxvevaSic, mxolod im gansxvavebiT, rom am or uka-
nasknelze winasaarCevno reklamis ganTavsebis peri-
oduloba ganisazRvreba saaTSi araumetes 60 wamisa.436
2013 wels miRebuli cvlilebebis Sedegad `mauwyeblo-
bis Sesaxeb~ saqarTvelos kanons daemata 661 muxli, rom-
lis me-3 punqtSi Semdegnairad Camoyalibda: `saarCevno ad-
ministracia uflebamosilia Seisyidos mauwyeblis momsax-
ureba mxolod saarCevno kanonmdeblobiT gaTvaliswine-
434
`moqalaqeTa politikuri gaerTianebebis~ Sesaxeb saqarTvelos
organuli kanoni saarCevno subieqtTa mimarT awesebs garkveul
SezRudvebs. Sesabamisad, am ori organuli kanonis Sejerebis sa-
fuZvelze erTgvarad Tanabrdeba mauwyebelTa da politikuri
reklamis damkveTTa uflebebi.
435
veli punqti.
436
135
buli informaciis mosamzadeblad an/da eTerSi gadasace-
mad~.
magaliTad: cesko-s mier telekompania ìmedis~ telee-
TerSi ganTavsda reklama, romelSic ganmartebulia arCev-
nebSi monawileobis wesi da miTiTebulia Sesabamisi ka-
noni.
2.2.2 valdebulebani saqarTvelos saarCevno

kodeqsis mixedviT
saqarTvelos saarCevno kodeqsis mixedviT, politikuri

reklamis ganTavsebisas mauwyebelTa valdebulebebi gani-
sazRvreba kenWisyramde 50-e dRidan kenWisyris dRemde. 437
kanonSi araa akrZalva, romlis mixedviTac arCevnebis
dRemde reklamis ganTavseba eTerSi aikrZaleboda. metic,
kanoni mxolod imas akonkretebs, rom politikuri rekla-
mis ganTavseba dauSvebelia arCevnebis dRes.438
ganvixiloT politikuri reklamis ganTavsebisas gawe-
rili TiToeuli valdebuleba:
a) mauwyeblebi valdebuli arian, winasaarCevno agita-
ciisa da politikuri reklamisTvis sareklamo drois ga-
moyofis mizniT sajarod gamoacxadon da komisias yovelk-
vireulad gadascen informacia:439
- romeli ricxvidan romel ricxvamde da ra peri-
odulobiTaa gamoyofili saeTero dro;
- 1 dRis ganmavlobaSi gamoyofili drois xangrZli-
voba da grafiki;
- saeTero grafiki;
- gaweuli momsaxureoba.
437
aRniSnuli normis mixedviT, saarCevno reklamis ganTavsebis
ufleba mauwyebels ar gaaCnia arCevnebis dRes. magaliTad, 2012
wlis 1 oqtombris saparlamento arCevnebisas, mauwyeblebs 2012
wlis 30 seqtembris bolomde SeeZloT sakuTar eTerSi ganeTavse-
binaT aseTi saxis reklama.
438
439
imave kodeqsis 50-e muxlis pirveli punqtis à~ qvepunqti.
136
mauwyeblebi miTiTebul informacias sakuTar vebg-
verdze 440 anTavseben da aseve awvdian saqarTvelos komuni-
kaciebis erovnul komisias. aq aRsaniSnavia, rom komisia
sakuTari uflebamosilebebis farglebSi dadgenilebebs
gamoscems, 441 romelic im valdebulebas akonkretebs, rac
saarCevno kodeqsSia gawerili da mauwyeblebs avalebs, e.w.
specialur formebSi gaweron is informacia, rac yovelk-
vireulad warsadgeni aqvT saqarTvelos komunikaciebis
erovnul komisiaSi.442
b) mauwyeblis mier fasiani politikuri reklamisTvis
gamoyofili dro ar unda aRematebodes misi dRiuri mau-
wyeblobis saerTo moculobis 15%-s da arc erT saarCevno
subieqts ar unda daeTmos am drois 1/3-ze meti. amasTan,
yvela subieqtisTvis/ 443 fasiani drois tarifi erTnairi
unda iyos.444
telekompaniebi `mecxre arxi~, ìmedi~, `maestro~, `rus-
Tavi 2~ da sxv. valdebulebi iyvnen, 2012 wlis 1 oqtombris
saparlamento arCevnebisTvis Tanabrad daeTmoT fasiani
politikuri reklamis ganTavsebisTvis saeTero dro koa-
licia `qarTuli ocnebisTvis~, p/g èrTiani nacionaluri
moZraobisTvis~ da danarCeni saarCevno subieqtebisTvis.
amasTan, TiToeuli mauwyebeli valdebuli iyo, subieqte-
bisTvis reklamis Rirebulebis Tanabari tarifi gane-
sazRvra.
440
ix. magaliTad, 2013 wlis 27 aprilis Sualeduri arCevnebisas
telekompania `mecxre arxis~ mier atvirTuli informacia:
<http://tv9.ge/?m=11&id=20318>.
441
komisias gaaCnia aRniSnulis valdebuleba _ saqarTvelos
saarCevno kodeqsis 51-e muxlis me-15 punqtis Sesabamisad.
442 magaliTad, 2012 wlis 1 oqtombris saparlamento arCevnebisT-
vis, winasaarCevno periodSi komisiis mier 2012 wlis 15 agvistos
miRebuli dadgenileba.
443
rogorc kvalificiuri, ise arakvalificiuri saarCevno subieq-
tisTvis.
444
saqarTvelos saarCevno kodeqsis 50-e muxlis 1-li punqtis `b~
qvepunqti.
137
g) politikuri reklamis telemauwyebelze ganTavsebi-
sas kadris kuTxeSi unda iyos warwera _ `fasiani politi-
kuri reklama~ an ùfaso politikuri reklama~.445
aRniSnuli daTqma mauwyebels valdebulebas akisrebs,
rom politikuri reklamis ganTavsebisas kuTxeSi swored
aseTi warwera gaakeTos. Tumca, praqtikaSi arsebuli ma-
galiTebidan gamomdinare, SeiZleba daisvas sakiTxi, Tu
ramdenadaa aseTi saxis qmedebis ganxorcieleba mauwyeblis
valdebuleba. rodesac reklamis damkveTs mauwyeblisTvis
reklama miaqvs, igi valdebulia, aseTi saxis produqcia
absoluturad gamarTuli saxiT warudginos, rac niSnavs
imas, rom reklama politikuri reklamis kanonismier defi-
nicias unda Seesabamebodes.
mauwyeblis valdebuleba, misi saqmianobidan gamomdi-
nare, saarCevno subieqtis mier wardgenili reklamis gan-
Tavsebaa. Sesabamisad, wesiT saarCevno subieqtma, romelic
aseTi saxis produqcias waradgens, warweriT unda miuTi-
Tos, politikuria Tu ara reklama. 446 warweris miTiTebis
valdebuleba mauwyebels saarCevno kodeqsidan gamomdinare
gaaCnia, magram zog SemTxvevaSi sakiTxi SeiZleba ganvix-
iloT rogorc reklamis damkveTis prerogativa.
d) winasaarCevno kampaniisas 447 mauwyebeli valdebulia,
ar dauSvas politikuri reklamis ganTavseba sxva dros,
garda saarCevno kodeqsiT gaTvaliswinebuli miznisa.448
445
imave muxlis 1-li punqtis `g~ qvepunqti.
446
aRniSnulis Tqmis safuZvels iZleva Tundac is faqti, rom
saarCevno subieqti Tavad gansazRvravs, konkretuli sareklamo
rgoli fasiani iyos, Tu ufaso.
447 winasaarCevno kampania _ saqarTvelos saarCevno kodeqsis me-2
muxlis `h~ qvepunqti _ saarCevno subieqtis/saarCevno subieqtobis
kandidatis mier arCevnebSi monawileobisa da gamarjvebis mizniT
Catarebul RonisZiebaTa erToblioba. saqarTvelos saarCevno
kodeqsSi winasaarCevno kampanias eTmoba VI Tavi. amave kodeqsis
45-e muxlis 1-li punqtiT, winasaarCevno kampania iwyeba arCevnebis
daniSvnis momentidan.
448
imave kodeqsis 50-e muxlis 1-li punqtis `d~ qvepunqti.
138
saarCevno kodeqsis 50-e muxlis me-4 punqtiT, Tu rome-
lime saarCevno subieqtma misi wili saeTero dro ar ga-
moiyena, mauwyebels ufleba aqvs, es dro Tanabrad gadau-
nawilos sxva saarCevno subieqtebs. aRniSnuli ar niSnavs,
rom mauwyebelma sxva saarCevno subieqtebs dro ise unda
gadaunawilos, rom fasiani sareklamo drois moculoba
15%s aRematebodes.
e) winasaarCevno periodSi saerTo mauwyebeli, an yvela
is mauwyebeli, 449 romelic sakuTar eTerSi ganaTavsebs
reklamas, valdebuli arian, usasyidlod da aradiskrimi-
naciulad gamoyos dro yovel 3 saaTSi 90 wamis odeno-
biT. 450 aRniSnuli valdebuleba mxolod im SemTxvevaSi
vrceldeba, Tu usasyidlod reklamis ganTavseba kvalifi-
ciurma saarCevno subieqtma moisurva.451/452 sxva SemTxvevaSi,
449
garda sazogadoebrivi mauwyeblis, sazogadoebrivi mauwyeblis
aWaris televiziisa da saTemo mauwyeblisa.
450
451
imave kodeqsis 51-e muxlis me-4 punqtis mixedviT, kvalificiur
saarCevno subieqts warmoadgens saarCevno subieqti, romelSi
gaerTianebuli partiac akmayofilebs Semdeg moTxovnas:
- damoukideblad monawileobda bolo saparlamento

arCevnebSi da miiRo amomrCevelTa xmebis aranakleb 4%;
- damoukideblad monawileobda bolo adgilobrivi
TviTmmarTvelobis proporciuli wesiT Catarebul arCev-
nebSi da miiRo amomrCevelTa xmebis aranakleb 3% qveynis
masStabiT;
- gaerTianebuli iyo saarCevno blokSi, romelmac
bolo saparlamento arCevnebSi miiRo amomrCevelTa xmebis
aranakleb 4% da iyo am blokis pirveli nomeri;
- gaerTianebuli iyo saarCevno blokSi, romelmac
bolo adgilobrivi TviTmmarTvelobis proporciuli we-
siT Catarebul arCevnebSi miiRo amomrCevelTa xmebis
arankleb 3% qveynis masStabiT da iyo am blokis pirveli
nomeri.
am normis Sesabamisad, 2012 wlis 1 oqtombris saparlamento ar-

Cevnebis win cesko-m yvela mauwyebels gaugzavna Setyobineba, sa-
dac CamoTvlili iyo is kvalificiuri saarCevno subieqtebi, ro-
melsac moqmedi kanonmeblobis safuZvelze SeeZloT gamoeyenebi-
139
magaliTad, politikuri gaerTianeba, romelic pirvelad
iRebs arCevnebSi monawileobas, moklebulia SesaZ-
leblobas, moiTxovos usasyidlod saeTero drois ga-
moyofa.
ufaso politikuri reklamis gamouyeneblobis SemTxve-
vaSi, am drois damateba sxva droisTvis dauSvebelia. ma-
galiTad, p/g `qristian-demokratiul moZraobas~ rom ar
ganeTavsebina telekompania `rusTavi 2~-is eTerSi 2012
wlis 1 oqtombris saparlamento arCevnebis wina periodSi
ufaso politikuri reklama, mas ar eqneboda SesaZleb-
loba, moeTxova mauwyeblisgan reklamis gansaTavseblad am
drois aTviseba sxva periodulobiT.
mniSvnelovania, aqve SevexoT kvalificiuri saarCevno
subieqtis samarTlebriv instituts, rogorc mauwyeblis
uflebamosilebas, aseTad aRiaros politikuri partia. aR-
niSnuli uflebamosileba mauwyebels Semdeg SemTxvevebSi
gaaCnia:
(1) `mauwyebeli uflebamosilia, kvalificiur saarCevno
subieqtad aRiaros politikuri partia, romelic saqarTve-
los mTel teritoriaze Catarebuli, am muxliT dadge-
nili pirobebis Sesabamisi sazogadoebrivi azris kvleve-
bis Tanaxmad, arCevnebis wels Catarebuli aranakleb 5 ga-
mokiTxvis an arCevnebamde 1 Tvis ganmavlobaSi Catarebuli
kvlevis Sedgebis Sesabamisad sargeblobs amomrCevelTa
aranakleb 4%-is mxardaWeriT~.453
naT miniWebuli uflebamosileba. kerZod, kvalificiur saarCevno

subieqtebs warmoadgendnen: koalicia `qarTuli ocneba~; p/g
`leiboristebi~, p/g `qristian-demokratiuli moZraoba~ da p/g
èrTiani nacionaluri moZraoba~.
452
`saprezidento arCevnebze kvalificiur saarCevno subieqtad
miiCneva im politikuri gaerTianebis mier wardgenili kandidati,
romelic dafinansebas iRebs saqarTvelos saxelmwifo biujeti-
dan bolo saparlamento an adgilobrivi TviTmmarTvelobis ar-
Cevnebis Sedgebidan gamomdinare~ _ saqarTvelos saarCevno ko-
deqsis 51-e muxlis me-7 punqti.
453
140
saarCevno kodeqsSive gawerilia sazogadoebrivi azris
kvlevis 454 Sesaxeb informacia. sazogadoebrivi azris
kvleva da misi Sedegebis gacnoba reklamaSi ar unda agve-
rios. es winasaarCevno kampaniisas erT-erTi momwesrige-
beli xasiaTis normaa, romelsac garkveuli SezRudvebi
gaaCnia. kerZod, Tu kvleva kanonSi miTiTebul kriteri-
umebs ar akmayofilebs, igi aseTad ar CaiTvleba, magram
Tundac kvleva Seesabamebodes kanons, kvlevis Sedegebis
454
imave muxlis me-11 punqti, romlis mixedviTac, sazogadoebrivi
azris kvleva unda akmayofilebdes Semdeg moTxovnebs:
à. unda efuZnebodes warmomadgenlobiTi SemTxveviTi SerCevis

aRiarebul mecnierul meTodologias, romelic uzrunvelyofs
Sedegebis aranakleb 95%-ian saimedoobas da romlis cdomilebis
farglebi 3%-s ar aRemateba;
b. una gamoqveyndes sazogadoebrivi azris kvlevis meTodologiis
saimedoobisa da Sedegebis obieqturobis gadamowmebis Semdeg;
g. imave an sxva Sesadarebeli sazogadoebrivi azris kvlevis Se-
degebSi mniSvnelovani gansxvavebebis an cvlilebebis arsebobisas
SesaZlebeli unda iyos am gansxvavebebis an cvlilebebis damaje-
rebeli mecnieruli axsna;
d. ar unda iyos sazogadoebrivi azriT manipulireba an Tanxis
mozidvis saSualeba, ar unda Catardes telefonis, fostis an/da
internetis meSveobiT;
e. unda efuZnebodes gamWvirvale meTodologias, romelic iZleva
Sedegebis damoukidebeli gadamowmebis SesaZleblobas;
v. Sedegebis gamoqveynebisas unda mieTiTos:
v.a. organizacia, romelmac Caatara sazogadoebrivi azris kvleva;
v.b. sazogadoebrivi azris kvlevis damkveTi an damfinansebeli;
v.g. kvlevaSi gamoyenebuli kiTxvebis zusti formulireba da Ta-
namimdevroba;
v.d. savele kvlevis Catarebis dro;
v.e. gamokiTxulTa raodenoba da SerCevis meTodi;
v.v. ra arealSi an ra kategoriis adamianebSi Catarda SerCeva;
v.z. efuZneba Tu ara kvleva yvela gamokiTxulis azrs;
v.T. im respodentTa raodenoba, romlebmac uari ganacxades kvle-
vaSi monawileobaze, ar gasces kiTxvas pasuxi an romelTa gamo-
kiTxvac ver moxerxda;
v.i. SerCevis zoma;
v.k. cdomilebis farglebi;
v.l. informacia sxva nebismieri faqtoris Sesaxeb, romelmac Se-
saZloa mniSvnelovani gavlena moaxdinos Sedegebze~.
141
gamoyeneba mauwyebelma aradiskriminaciulad unda moaxdi-
nos.
(2) kanonSi kvalificiur saarCevno subieqtad politi-
kuri gaerTianebisa Tu blokis cnobis valdebuleba mxo-
lod adgilobriv mauwyebels akisria. ufro Tu davakon-
kretebT, adgilobriv mauwyebels, erTi mxriv, ekisreba
valdebuleba 455 kvalificiur saarCevno subieqtad politi-
kuri gaerTianebis aRiarebis saxiT, xolo meore mxriv, mas
aseTi uflebamosileba aqvs.456
(2.1) adgilobrivi mauwyeblis valdebuleba kvalifi-
ciur saarCevno subieqtad politikuri gaerTianebisa Tu
blokis cnobis Taobaze: aseTi saxis valdebuleba ad-
gilobriv mauwyebels mxolod im SemTxvevaSi ekisreba, Tu
politikuri partia an bloki Semdeg kriteriumebs akmayo-
filebs: a) saarCevno kodeqsis 51-e muxlis me-4 punqtiT
gaTvaliswinebul moTxovnebs; b) romlis kandidatma misi
momsaxurebis zonaSi Semaval maJoritarul saarCevno
olqSi Catarebul bolo saparlamento arCevnebSi gai-
marjva, arCevnebis meore turSi gavida, an xmebis arankleb
25% miiRo; g) romelmac adgilobrivi TviTmmarTvelobis
warmomadgenlobiTi organos _ sakrebulos arCevnebSi mii-
Ro xmebis aranakleb 25%-isa.
aRsaniSnavia, rom garda zemoT CamoTvlili pirobebisa,
adgilobriv mauwyebelze, gansxvavebiT sxva mauwyeblebis-
gan, vrceldeba damatebiTi valdebuleba _ Sualeduri ar-
Cevnebisas ufaso sareklamo drois gamoyofa, rac sxva
mauwyebels ar akisria.457 am mxriv, mniSvenlovania saqme: mpg
èrTiani nacionaluri moZraoba~ telekompaniebis _ `mec-
xre arxis~, ìmedisa~ da `maestros~ winaaRmdeg: 458 saar-
Cevno subieqtma samive mauwyebelze miitana ufaso politi-
455
456
457
458 ix. saqarTvelos komunikaciebis erovnuli komisiis 2013 wlis
11 aprilis #245/22 gadawyvetileba _
142
kuri reklama, romelic 2013 wlis 27 aprils daniSnuli
Sualeduri arCevnebisTvis iyo gankuTvnili. samive mauwye-
belma aRniSnuli ufaso reklamis ganTavsebaze uari ganac-
xada da sakuTari pozicia imiT daasabuTa, rom igi ar war-
moadgenda adgilobriv mauwyebels. saqarTvelos komunika-
ciebis erovnuli komisiis mier mauwyebelTa mosazreba ab-
soluturad iqna gaziarebuli da èrTiani nacionaluri
moZraobis~ gancxadeba ar dakmayofilda.
saqarTvelos komunikaciebis erovnuli komisia daeyrd-
no adgilobrivi mauwyebelis definicias: mauwyebeli ad-
gilobriv mauwyeblad CaiTvelba, Tu misi signalis gavr-
celebis geografiul zonad komisiis mierve dadgenili
teritoriaa (zonebad dayofili teritoria) gaTvaliswi-
nebuli.
aRniSnuli mauwyeblebis darad ufaso politikuri rek-
lama saCivris avtorTa mier wardgenili iyo, aseve, tele-
kompania `kavkasiasa~ da `rusTavi 2-ze~, 459 romelTac uari
ar ganacxades mis ganTavsebaze. maTi qmedeba absoluturad
kanonieria, Tumca igi ar ewinaaRmdegeba `mecxre arxis~,
`maestrosa~ da ìmedis~ qmedebas. aRniSnulis mizezs ki
warmoadgens Semdegi:
a) telekompania `kavkasia~ aris adgilobrivi mauwye-
beli. maTi licenziiT mauwyeblobis gavrcelebis geogra-
fiuli zonaa mxolod qalaqi Tbilisi. 460 Sesabamisad, te-
lekompania `kavkasia~, rogorc adgilobrivi mauwyebeli,
valdebuli iyo, ufaso politikuri reklama ganeTavseba
sakuTar samauwyeblo badeSi;
b) telekompania `rusTavi 2~ aris erovnuli mauwye-
beli, Tumca misi qmedeba im kuTxiT SeiZleba miviCnioT
kanonTan Sesabamisad _ mas gaaCnda ufaso politikuri
459
Aaseve, sazogadoebriv mauwyebelze, Tumca meti TvalnaTobisT-
vis moyvanilia mxolod ori mauwyeblis magaliTi.
460
ix. telekompania `kavkasiis~ Sesabamisobis deklaracia _
<http://www.kavkasiatv.ge/ge/static/pages/197/>.
143
reklamis ganTavsebis uflebamosileba. uflebamosileba ki
valdebulebas ar gulisxmobs.
zemoaRniSnulis paralelurad samma mauwyebelma, ro-
melic erovnul mauwyebels warmoadgenda uari ganacxada
politikuri reklamis ganTavsebaze, Tumca, iseve rogorc
`rusTavi 2~-is SemTxvevaSi, maT amis absoluturi ufleba-
mosileba gaaCndaT. Sesabamisad, SesaZlebelia iTqvas, rom
TiToeuli mauwyeblis qmedeba, miTiTebuli saqmidan ga-
momdinare, kanonTan SesabamisobaSia.
wlis 11 aprilis gadawyvetileba precedentuli xasiaTi-
saa461 da misi gamoyeneba SesaZlebeli iqneba momavalSic.
(2.2) adgilobrivi mauwyeblis uflebamosileba kvalifi-
ciur saarCevno subieqtad politikuri gaerTianebisa Tu
blokis cnobis Taobaze: garda valdebulebisa, adgilo-
briv mauwyebels uflebamosileba gaaCnia, kvalificiur
saarCevno subieqtad aRiaros: a) politikuri partia, ro-
melmac Sesabamis maJoritarul saarCevno olqSi Catare-
bul bolo saparlamento an adgilobrivi TviTmmarTvelo-
bis arCevnebSi miiRo xmebis aranakleb 10%-isa; b) politi-
kuri partia, romelic Sesabamis maJoritarul saarCevno
olqSi am kanoniT dadgenili wesiT Catarebuli sazoga-
doebrivi azris kvlevebis Tanaxmad, arCevnebis wels Cata-
rebul aranakleb zedized 2 kvlevis Sedegebis Sesabami-
sad, sargeblobs amomrCevelTa aranakleb 25%is mxardaWe-
riT; g) amomrCevelTa sainiciativo jgufis mier wardgeni-
li maJoritarobis kandidati, romelic Sesabamis maJori-
tarul saarCevno olqSi am kanoniT dadgenili wesiT Cat-
arebuli sazogadoebrivi azris kvlevebis Tanaxmad, arCev-
461
miTumetes, komisiis gadawyvetileba ZalaSi datova Tbilisis
saqalaqo sasamarTlom. ix. amave sasamarTlos 2013 wlis 4 ivli-
sis #3/1250-13 gadawyvetileba _ mosarCele: mpg èrTiani naciona-
luri moZraoba~, mopasuxe: saqarTvelos komunikaciebis erovnuli
komisia; mesame pirebi: Sps `mecxre arxi~, Sps `studia maestro~ da
Sps `teleimedi~ _ winamdebare naSromis Sedgenisa da gamomcemis
momentSi aRniSnuli saqme ar aris dasrulebuli.
144
nebis wels Catarebuli aranakleb zedized 2 kvlevis Se-
degebis Sesabamisad sargeblobs amomrCevelTa aranakleb
25%-is mxardaWeriT.
e) `sazogadoebrivi mauwyebeli, sazogadoebrivi mauwyeb-
lis aWaris televizia da saTemo mauwyebeli, romelic sa-
kuTar eTerSi ganaTavsebs politikur reklamas, valde-
buli arian, amisTvis gamoyon periodi _ yovel saaTSi 60
wamis odenobiT TiToeuli kvalificiuri saarCevno subieq-
tisTvis~. 462 aseT SemTxvevaSi gamouyenebeli drois Semdgom
damateba sxva kuTvnili droisTvis aseve dauSvebelia.463
sazogadoebriv mauwyebelsa da sazogadoebrivi mauwyeb-
lis aWaris televizias kidev erTi valdebuleba aqvs da-
kisrebuli. kerZod, man unda gamoyos dro, romelSic kva-
lificiuri saarCevno subieqtis garda yvela sxva partiasa
da saarCevno bloks SeeZleba politikuri reklamis Tana-
brad gamoyeneba.464
v) `Tu partiebma, romlebic gaerTiandnen saarCevno
blokSi, gaerTianebamde gamoiyenes ufaso saeTero dro,
maT mier gamoyenebuli ufaso sareklamo dro (garda blo-
kis pirveli nomeri partiis ufaso sareklamo drois
xangrZlivobisa) unda gamoakldes blokisTvis, rogorc
saarCevno subieqtisTvis, blokis Seqmnis Semdeg gamo-
sayofi ufaso saeTero drois xangrZlivobas~.465
2.3 valdebulebani komerciuli reklamis ganTavsebisas
`mauwyeblobis Sesaxeb~ saqarTvelos kanoniT komerci-

uli reklamis regulirebis mxolod zogadi standartebia
dadgenili. miTiTebul kanonSi naxsenebia, rom reklamas-
Tan dakavSirebuli sakiTxebi `reklamis Sesaxeb~ saqarTve-
los kanonis mixedviT wesrigdeba, Tu sxva ram ar aris
462
463
ix. igive punqti.
464
465
145
dadgenili. 466 miTiTebuli normis mixedviT, komerciuli
reklamis sakiTxze SegviZlia visaubroT ori kuTxiT: a)
saerTo wesebi reklamis gavrcelebisas da b) komerciuli
reklamis ganTavsebis specialuri wesebi. ganvixiloT Ti-
Toeuli maTgani:
2.3.1 saerTo wesebi
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis mixedviT,

ikrZaleba arasaTanado, arakeTilsindisieri, araeTikuri
da aSkarad yalbi reklamis ganTavseba. 467 TiToeuli, Ca-
moTvlili reklamebis definicia ki `reklamis Sesaxeb~
saqarTvelos kanonSia gawerili da masze dawvrilebiT
SegiZliaT zemoT ixiloT.
saqarTvelos moqmedi kanonmdeblobis mixedviT, rek-
lama aucileblad unda iyos identificirebuli da pro-
gramisgan gamijnuli. 468 aRniSnuli gulisxmobs imas, rom
reklamaze gasvlisas mauwyebeli valdebulia, gaakeTos e.w.
tixari, romliTac eTerSi mimdinare gadacemis (programis)
garCeva moxdeba sareklamo rgolisgan. amasTan, dauSvebe-
lia axali ambebis, sazogadoebriv-politikuri da wina-
saarCevno debatebis programis wamyvanis an Jurnalistis
nebismieri saxiT monawileoba reklamaSi. 469 magaliTad,
sainformacio gamoSvebisas gamoSvebis wamyvans ufleba ar
aqvs, gaukeTos reklama raime saxis produqcias. igi val-
debulia, gadacemaSi isaubros mxolod im faqtebze, rac
realurad mopovebuli aqvs Sesabamis samsaxurs.
aRniSnul sakiTxze msjelobisas mniSvnelovania gan-
martebul iqnes, rom mauwyebels 470 konstituciiT garanti-
466
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 63-e muxlis 1-li
punqti.
467
468
469
470 sainformacio gadacemis wamyvani moqmedebs mauwyeblis sax-
eliT.
146
rebuli gamoxatvis Tavisufleba gaaCnia, Tumca es ar gu-
lisxmobs im faqts, rom maT, erTi mxriv, realur faqtebs
sxvagvari interpretacia miscen, xolo, meore mxriv, Sec-
vlili saxiT warudginon mayurebels realurad momxdari
ambavi an mas komerciuli saxe misces.471
`reklamis Sesaxeb~ saqarTvelos kanoniT gawerili
valdebulebebis ganxilvisas moyvanilia ramdenime maga-
liTi, sareklamo rgolis damzadebisas sadac saubaria
bavSvTa uflebebze. `mauwyeblobis Sesaxeb~ saqarTvelos
kanonis mixedviT ki pirdapiraa miTiTebuli, rom rekla-
maSi, romelSic bavSvebi iReben monawileobas, ar unda
iqnes maTi interesi Selaxuli. 472 aRniSnulis mixedvT,
dauSvebelia iseTi saxis reklamis ganTavseba, romelSic
bavSvebi uaryofiT konteqstSi iqneba warmodgenili.
2.3.2 komerciuli reklamis ganTavsebis

specialuri wesebi
sazogadoebriv mauwyebelze komerciuli reklamis gan-

Tavsebis kuTxiT calke saxis valdebulebebia dadgenili,
rac asaxvas `mauwyeblobis Sesaxeb~ saqarTvelos kanonSic
hpovebs. 473 aRniSnuli sazogadoebrivi mauwyeblis an sazo-
gadoebrivi mauwyeblis aWaris televiziis mier satelitis
an/da internetis meSveobiT mauwyeblobas ar exeba.474
sazogadoebriv mauwyebelsa da sazogadoebrivi mauwyeb-
lis aWaris televiziaze komerciuli reklamis ganTavseba
SesaZlebelia mxolod sportuli reportaJis, saerTaSo-
riso festivalebisa da konkursebis Cvenebisas, sakonkurso
471
Enders T., Beratung im Uhreber- und Medienrecht, 325.
472
`mauwyeblobis Sesaxeb~ saqarTvelios kanonis 63-e muxlis me-6
punqti.
473 imave muxlis me-8 punqti, sadac saubaria, rom komerciuli
reklamis sazogadoebriv mauwyebelze ganTavseba ikrZaleba, gar-
da ori gamonaklisisa (miTiTebuli kanonis 63-e muxlis me-9 punq-
tisa da 64-e muxlis pirveli punqtiT gaTvaliswinebuli SemTxve-
vebis garda).
474
`mave muxlis me-9 punqti.
147
programebis dawyebis, bunebrivi intervalisa da dasrule-
bis dros. 475 garda miTiTebuli SezRudvisa, TiToeuli
programis SemTxvevaSi komerciul reklamas unda daeTmos
dRe-RameSi ara umetes 30 wuTisa, xolo misi saerTo mocu-
loba 1 saaTSi ar unda aRmetebodes 10%-s (6 wuTs).476
aqve gawerilia daTqma, romelic erTgvarad imeorebs
wina punqtSi arsebul mowesrigebas da romlis mixedviTac,
sazogadoebriv mauwyebelsa da sazogadoebrivi mauwyeblis
aWaris televiziaze sportuli reportaJisas komerciuli
reklama ganTavsdeba mxolod reportaJis dawyebis, bune-
brivi intervalisa da dasrulebis dros (bunebrivi inter-
vali safexburTo matCisas taimebs Soris Sesvenebas gu-
lisxmobs).477
lis me-3 punqtiT, saerTo, specializebul an saTemo mau-
wyebelze reklamis ganTavseba dasaSvebia programebs So-
ris an programaSi ise, rom programas faseuloba Seunar-
Cundes. amasTan, programa, romlis xangrZlivoba 30 wuTze
metia, reklamiT SeiZleba Sewydes ara umetes 3-jer, 478 xo-
lo reklamisTvis gankuTvnil wyvetebs Soris intervali
ar unda iyos 15 wuTze naklebi.479
475
`mauwyeblobis Sesaxeb~ saqarTvelios kanonis 64-e muxlis 1-li
punqti.
476
477
magaliTad: fexburTSi msoflio Cempionatisas, jgufuri eta-
pis matCebi gadaicema maqsimum erTsaaTiani SualediT. aRniSnuli
gaTvlilia Cempionatebis ogranizatorebis mier. aRniSnuli in-
tervali warmoadgens, erTi mxriv, reportaJis dasrulebas, xo-
lo, meore mxriv, reportaJis dawyebis periods, rac gulisxmobs
im faqts, rom miTiTebul dros ufleba aqvs mauwyebels, ganaTav-
sos komerciuli reklama.
478
punqti.
479
imave muxlis me-6 punqti. aqve gawerilia erTi gamonaklisic.
kerZod, zemoT naxsenebi wesi ar exeba avtonomiuri nawilebisagan
Semdgar programas, agreTve, bunebrivi intervalebisagan Semdgar
sportul an mxatvrul warmodgenasa da aseTive RonisZiebisadmi
miZRvnil programas, romlis SemTxvevaSic reklama SeiZleba
148
programebis mimdinareobisas reklamiT misi wyvetis sa-
kiTxze mniSvnelovani sakanonmdeblo cvlilebebia, ro-
melic saqarTvelos moqmed kanonmdeblobaSi ori wlis win
ganxorcielda. 480 am mxriv, aRsaniSnavia saganmanaTleblo-
SemecnebiTi, sabavSvo da religiuri programa. im SemTxve-
vaSi, Tu zemoT CamoTvlili programebis xangrZlivoba 30
wuTze metia, misi Sewyveta reklamiT SesaZlebelia mxo-
lod 30 wuTSi erTxel.481
calke ganxilvis sagania axali ambebis, sazogadoebriv-
politikuri an winasaarCevno debatebis sakiTxi, romelic
SeiZleba reklamiT Sewydes ara umetes 15 wuTSi erTxel
da ara umetes 300 wamiT. 482 gansxvavebiT aRniSnuli gadace-
mebisgan, mxatvruli filmi an telefilmi, romlis
xangrZlivoba 30 wuTze metia, reklamiT SeiZleba Sewydes
ara umetes 30 wuTSi erTxel. 483 aRniSnuli wesi ar exeba
serialsa da dokumentur films, romelTa SemTxvevaSic
Sewyvetis samarTlebrivi mowesrigeba ar arebobs.
mniSvnelovani daTqmaa moyvanili `mauwyeblobis Se-
saxeb~ saqarTvelos kanonis 64-e muxlis me-11 punqtSi, rom-
lis mixedviTac, telearxze reklamis moculoba dRe-Ramis
ganmavlobaSi ar unda aRematebodes mauwyeblobis saerTo
xangrZlivobis 20%-s.484
zemoT moyvanili TiToeuli samarTlebrivi mowesrigeba
dafarvis saxiT reklamirebaze (maT Soris `moZravi stri-
qonis~ gamoyenebaze) ar vrceldeba. erTaderTi samarTle-
brivi SezRudva, rac dafarvis saxiT reklamis ganTavsebas
mxolod bunebrivi intervalis dros ganTavsdes _ `mauwyeblobis

Sesaxeb~ saqarTvelios kanonis 64-e muxlis me-7 punqti.
480
`mauwyeblobis Sesaxeb~ saqarTvelios kanonis 64-e muxlis ume-
tesi samarTlebrivi regulireba TariRdeba 2011 wlis 19 apri-
liT.
481
punqti.
482
483
484 aRniSnuli wesi ar exeba sareklamo an teleSopingis arxs.
149
exeba, esaa dafarvis zoma, romelic kadris farTobis 7%-s
ar unda aRematebodes.485
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis mixedviT,
akrZalulia Semdegi RonisZiebebis translaciisa da pro-
gramebis reklamiT Sewyveta: 486 a) saqarTvelos prezidentis
gamosvla, saqarTvelos parlamentis plenaruli sxdoma,
oficialuri saxelmwifo RonisZieba, umaRlesi saxelmwi-
fo-politikuri Tanamdebobis piris oficialuri gamosvla;
b) religiuri ceremonia; g) programa, aseve, axali ambebis,
sazogadoebriv-politikuri, religiuri, winasaarCevno de-
batebis programa, an dokumenturi filmi, romlis
xangrZlivoba 15 wuTze naklebia; d) mxatvruli filmi an
telefilmi an filmis seria (garda serialisa), romlis
xangrZlivoba 30 wuTze naklebia.
miTiTebuli kanonis mixedviT, reklamis mimwodebels
mis mier dafinansebuli programis Sinaarssa da xangrZli-
vobaze gavlenis moxdena an mauwyeblis saredaqcio damou-
kideblobaSi Careva ekrZaleba.487
TiToeuli, zemoT CamoTvlili SemTxveva gamomdina-
reobs saqarTveloSi damkvidrebuli Cveulebebidan. maga-
liTad, religiuri ceremoniis reklamiT Sewyvetis
SemTxvevas uaryofiTi gamoxmaureba mohyveba ara mxolod
telemauwyeblis mimarT, aramed im reklamis mimarTac, ro-
melic gadaicema sajarod aseTi Sewyvetis dros. aqedan
gamomdinare, kanonSi aseTi Canaweri religiis mimarT
erTgvari pativiscemis gamoxatvaa, 488 rac garda moraluri
principebisa, samarTlebrivi principebis dacvaSic aisaxeba.
aRniSnul normaSi vlindeba kanonisa da religiis ur-
485
punqti.
486
487
`mauwyeblobis Sesaxeb~ saqarTvelios kanonis 69-e muxlis 1-li
punqti.
488
naridoSvili m., gogelia v., julayiZe T., jaSi z., glurjiZe e.,
religiis Tavisufleba, Tavisuflebis instituti, Tbilisi, 2004,
55.
150
TierTdamokidebulebis sakiTxi, 489 rac saboloo jamSi da-
debiTi Sedegis montania TiToeuli mxarisTvis.
2.3.3 komerciuli sareklamo drois Sesyidvis dauSvebloba
`mauwyeblobis Sesaxeb~ saqarTvelos kanonSi 2013 wels

Setanili cvlilebebis Sedegad administraciul organos,
politikur partias, Tanamdebobis pirsa da sajaro mosam-
saxures dauwesdaT SezRudva, romlis safuZvelzec maT ar
gaaCniaT ufleba, Seisyidon sareklamo dro mauwyebelze.490
aRniSnul cvlilebebamde mauwyebelze reklamis ganTavseba
sajaro dawesebulebebis mier xdeboda yovelgvari kon-
trolis gareSe. isini reklamas sakuTari saqmianobis meti
popularizaciisTvis, 491 an socialuri miznebis ganxor-
cielebisaTvis aTavsebdnen. 492 dRes moqmedi kanoni ki sa-
489
religiisa da samarTlis urTierTdamokidebulebis Taobaze
ixileT: xucurauli i., qristianuli religiisa da samarTlis
urTierTdamokidebuleba saxelmwofioSi, samarTlis Jurnali
`samarTali~, Tbilisi, #9-10, 2001, 21-23.
490
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 661 muxlis pir-
veli punqti.
491
aRniSnulis Taobaze ixileT: mediabiznesi saqarTveloSi, a(a)ip
`saqarTvelos axalgazrda iuristTa asociaciis~ kvleva, naTia
kapanaZisa da mariam gogosaSvilis TanaavtorobiT, Tbilisi, 2012,
38-62 (nawili II _ sajaro dawesebulebebis arCevani); kvlevaSi
moyvanilia sajaro dawesebulebis mier mauwyebelze reklamis
ganTavsebis araerTi SemTxveva (informacia 2012 wlis 1 ianvridan
2012 wlis 1 seqtembramde periodi). magaliTad, q. Tbilisis meriam
reklama ganaTavsa `rusTavi 2-is~, ìmedisa~ da `pirveli arxis~
teleeTerSi (gv. 42 _ Tanxis dakonkreteba ar moaxdina q. Tbili-
sis meriam am nawilSi da Sesabamisad, ucnobia, Tu ra Tanxa gax-
arja am reklamaze); magaliTad, saqarTvelos sasjelaRsrulebis,
probaciisa da iuridiuli daxmarebis sakiTxTa saministrom Sei-
Zina telekompania `rusTavi 2-is~ saeTero (sareklamo) dro (gv. 52
_ meriisgan gansxvavebiT, saministrom daakonkreta Tanxis odeno-
ba, romelic Seadgens 24 533.96 (ocdaoTxi aTas xuTas ocdacamet
larsa da oTxmocdaTeqvsmet TeTrs) lars).
492
ix., iqve, 44 _ saqarTvelos energetikisa da bunebrivi resurse-
bis saministros mier sazogadoebrivi mauwyeblis eTerSi oTxi
socialuri sareklamo rgoli ganTavsda.
151
mauwyeblo momsaxurebis SeZenis uflebas komerciuli
reklamis ganTavsebis saxiT ar aniWebs sajaro dawesebu-
lebas.
3. mauwyebelTa qcevis kodeqsi
saqarTvelos komunikaciebis erovnuli komisiis mier

miRebulia mauwyebelTa qcevis kodeqsi 493 (SemdgomSi _ mqk),
romliTac mauwyebelTa saqmianobis wesi kidev ufro deta-
luri saxiTaa gawerili. winamdebare naSromSi aRniSnuli
kodeqsidan mxolod sareklamo urTierTobebze iqneba sau-
bari.
mqk ar warmoadgens savaldebulo Zalis mqone samar-
Tlebriv aqts. masSi gasazRvrulia mauwyebelze reklamis
ganTavsebis zogadi principebi. kerZod, kodeqsis 57-e mux-
lis Tanaxmad, àuditoriis SecdomaSi Seyvanis Tavidan
acilebis mizniT mauwyebelma unda SeinarCunos programis
Sinaarsze saredaqcio kontrolis damoukidebloba da ar
dauSvas programebis damaxinjeba miRebuli sargeblis sa-
nacvlod. reklama mkafiod unda gaimijnos programis ele-
mentebisagan~. rogorc normidan Cans, mqk-Sic didi mniSv-
neloba eniWeba sareklamo tixris mkafiod gamijvnas eTer-
Si gasuli programisgan.
gansaxilvel sakiTxze msjeloba unda warimarTos ori
mimarTulebiT: a) mauwyeblis mier reklamis eTerSi gan-
Tavsebis wesebisa 494 da b) saxelmZRvanelo rekomendaciebze
mauwyeblis mier reklamis ganTavsebis kuTxiT. 495 ganvix-
iloT TiToeuli maTgani:
493
martis #2 dadgenileba.
494
mauwyebelTa qcevis kodeqsis 58-e muxli.
495
imave kodeqsis 59-e muxli.
152
3.1 mauwyeblis mier reklamis eTerSi ganTavsebis wesebi
reklamis eTerSi ganTavsebis wesebSi pirvel samarTle-

briv mowesrigebad `reklamis Sesaxeb~ da `mauwyeblobis
Sesaxeb~ saqarTvelos kanonebiT gaTvaliswinebuli moT-
xovnebia miTiTebuli, romliTac reklamis mauwyebelze
ganTavsebis ZiriTadi standartebi wesrigdeba.
Tanamedrove praqtikaSi xSiria SemTxvevebi, rodesac
ismis kiTxva, Tu ramdenadaa sainformacio saSualebebis
saSualebiT gadacemuli axali produqtis bazarze Semos-
vla amave produqtis (saqonlis) reklama? mqk-is 58-e mux-
lis me-2 nawiliT, axali ambebis gamoSvebaSi nebismieri
produqciisa Tu momsaxurebis reklamireba dauSvebelia. am
SemTxvevaSi reklamad ar CaiTvleba informaciis gadacema
axali produqciis an momsaxurebis bazarze Semotanis Tao-
baze.
meore da Zalze mniSvnelovani sakiTxi, romlis praqti-
kuli mniSvnelobac did rols TamaSobs, eTerSi pirovne-
bis gamosaxulebas exeba. mqk-is 58-e muxlis me-3 nawiliT,
Tu aRmoCndeba, rom pirovnebis nebarTvis gareSe misi ga-
mosaxuleba an saxeli sareklamod iqna gamoyenebuli ro-
melime programaSi, Sesabamisi siuJeti aucileblad amoRe-
bul unda iqnes programidan.
mqk-is 58-e muxlis me-4 nawiliT, mauwyebels miniWebuli
aqvs uflebamosileba, sakuTari eTeriT gadasces materia-
luri Semowirulobis gaRebis mowodeba programis momza-
debis an momsaxurebis dafinansebis mizniT. kanoni am
SemTxvevaSi akonkretebs im faqts, rom aseTi gadacemis
SemTxvevaSi, auditorias aucileblad unda ecnobos Semo-
wirulobis mizani da aqciis dasrulebisTanave Segrovili
Tanxis odenoba. amasTan, mauwyebeli valdebulia, calke
aRricxos Semowiruli Tanxa da gankargos igi. rogorc
normidan Cans, mauwyebels Semowirulobis miRebaze mowo-
debis gadacemis ufleba aqvs, Tumca es ar niSnavs imas,
rom mas SemdgomSi sakuTari survilisamebr SeeZleba miRe-
buli Semowirulobis gamoyeneba. erTi mxriv, miTiTebuli
153
norma mauwyebels socialuri sakiTxebisTvis sakmaod
mniSvnelovani rolis Sesrulebis uflebas aniWebs, xolo,
meore mxirv, iqve boWavs mas kanonis farglebSi da mis
uflebamosilebas SezRuduls xdis.
mniSvnelovani sakiTxia mauwyeblis mier produqciis,
momsaxurebis an organizaciis popularizaciis Tema. igi
valdebulia, rom aseTi popularizacia damoukideblad ar
gawios. 496 es daTqma ar exeba reklamas, romlis gaSvebis
ufleba mauwyebels gaaCnia. daTqma mimarTulia uSualod
mauwyeblis mier gadacemuli nebismieri xasiaTis progra-
misken, romlis mixedviTac, raime produqciis, organiza-
ciis an momsaxurebis Sesaxeb programaSi miTiTeba redaq-
ciulad unda iyos dasabuTebuli, anu unda Candes, Tu ra-
tom uTiTeben masze. aqve aRsaniSnavia, rom saxelwodebis,
logos an fasis Sesaxeb miTiTeba minimumade unda iyos
dayvanili, 497 xolo mauwyeblis mier produqciisa da mom-
saxurebis popularizaciis sanacvlod Tanxis miReba an
aseTive saxis popularizacia, ramac SeiZleba auditoria
SecdomaSi Seiyvanos,498 dauSvebelia.
mqk-is 58-e muxlis me-7 nawili exeba programasTan da-
kavSirebuli masalis mxardaWeris dasaSvebobas da aseTis
winapirobad mxolod saredaqcio dasabuTebis arsebobas
asaxelebs. kanonis ganmartebiT, mauwyebeli programasTan
dakavSirebul masalaze unda iyos pasuxismgebeli.
3.2 saxelmZRvanelo rekomendaciebi mauwyeblis

mier reklamis ganTavsebis sakiTxTan dakavSirebiT
mauwyebelTaTvis reklamis ganTavsebis sakiTxze reko-

mendaciebi im zogadi principebis Taobaze xazgasmas war-
496
imave kodeqsis 58-e muxlis me-5 nawili.
497
rac niSnavs imas, rom erTi sityviT unda iqnes moxseniebuli an
kadri mxolod ramdenime wamiT unda SeCerdes am faqtis aRmniSv-
nel gamosaxulebaze.
498
mauwyebelTa qcevis kodeqsis 58-e muxlis me-6 nawili.
154
moadgens, rasac mauwyebelma yuradReba aucileblad unda
miaqcios.
pirvel da, SeiZleba iTqvas, yvelaze ufro mniSvnelo-
van rekomendaciad mqk-s miTiTebuli aqvs reklamasa da
programis Sinaarsis mkafio gamijvnaze, romelic gadamwy-
vet faqtors warmoadgens saredaqcio damoukideblobisa
da auditoriis mimarT angariSvaldebulebis uzrunvelyo-
fisaTvis. 499 es rekomendacia umniSvnelovanesia TiToeuli
mauwyeblisTvis, vinaidan misi gauTvaliswinebloba moqmedi
kanonmdeblobis darRvevasTan pirdapir kavSirSi iqneba.
magaliTad, sainformacio gamoSvebis mimdinareobisas pir-
dapir sareklamo rgolis gaSveba eTerSi ise, rom ar
Candes, rodis daiwyo reklamis gansaTavsebeli saeTero
dro, moqmedi kanonmdeblobis darRvevas warmoadgens, ra-
sac SesaZlebelia Semdgom mauwyeblis pasuxismgebloba
mohyves.
mauwyebeli miukerZoebeli unda iyos. sxva mxriv igi
xalxis ndobas dakargavs da amis fonze es faqti mis sa-
reklamo Semosavalze aisaxeba.500 am kuTxiT, mqk mniSvnelo-
van daTqmas akeTebs, rodesac mauwyeblis damouki-
deblobaze saubrobs da ganmartavs, rom `mauwyebelma Ta-
vidan unda aicilos produqciis an momsaxurebis iseTi
popularizacia, ramac SesaZloa SecdomaSi Seiyvanos au-
ditoria an maTi programaSi xseneba ise, rom Seiqmnas maTi
mxardaWeris STabeWdileba~.501
mesame da sakmaod yuradsaRebi sakiTxi, rasac mqk exeba,
komerciuli reklamis ganTavsebis momgebiani Temaa. ko-
deqsi rekomendacias iZleva, rom `komerciuli reklamis
eTerSi ganTavseba unda moxdes mauwyeblis mimarT safasu-
ris an sxva ekonomikuri sargeblis sanacvlod, romelic
emsaxureba mewarmis, saqonlis, momsaxurebis, samuSaos, ko-
499
imave kodeqsis 59-e muxlis 1-li nawili.
500
samwuxarod, saqarTvelos realobas araerTi SemTxveva axsovs,
rodesac mauwyebeli ar iyo damoukidebeli da igi mxolod erTi
konkretuli piris an pirTa gaerTianebis ineteresebs atarebda.
501
mauwyebelTa qcevis kodeqis 59-e muxlis me-2 nawili.
155
merciuli ideisa da wamowyebisadmi interesis formirebasa
da SenarCunebas, agreTve, saqonlis, momsaxurebis, samu-
Saos, komerciuli ideisa da wamowyebis realizaciis xel-
Sewyobas dadgenili sareklamo tarifebis mixedviT~.502
4. samauwyeblo reklamis ganTavsebasTan

dakavSirebuli calkeul samarTlebriv
normebSi gawerili akrZalvebi
winamdebare saxelmZRvaneloSi ganvixileT `reklamis

Sesaxeb~ da `mauwyebelTa Sesaxeb~ saqarTvelos kanonebiT,
aseve, saarCevno da mauwyebelTa qcevis kodeqsiT gawerili
reklamis ganTavsebis samarTlebrivi mowesrigeba. garda
miTiTebuli normebisa, saqarTvelos moqmedi kanonmdeblo-
biT aseve gawerilia calkeuli akrZalvebi, romelic rek-
lamis konkretuli saxis ganTavsebas exeba.
winamdebare TavSi gansazRvruli iqneba is zogadi de-
bulebani, rac TiToeuli maTganis damaxasiaTebelia Sesa-
bamisi kanonis safuZvelze da romliTac pirdapiraa gan-
sazRvruli, Tu rogori reklamis ganTavsebaa dauSvebeli
moqmedi kanonmdeblobiT. TiToeuli maTganis ganxilvisas
moyvanili iqneba jer normis dasaTaureba, xolo Semdeg is
muxli, romelic aseT akrZalvaze saubrobs.
4.1 `narkotikuli saSualebebis, fsiqotropuli

nivTierebebis, prekursorebisa da narkologiuri
daxmarebis Sesaxeb~ saqarTvelos kanoni
`narkotikuli saSualebebis, fsiqotropuli nivTierebe-

bis, prekursorebisa da narkologiuri daxmarebis Sesaxeb~
saqarTvelos kanonis me-11 muxliT pirdapiri akrZalvaa
dawesebuli specialur kontrols daqvemdebarebul niv-
TierebaTa siebSi Setanili nivTierebebis popularizaciisa
Tu reklamirebis kuTxiT. miTiTebuli muxlis 1-li punq-
502
imave muxlis me-3 nawili.
156
tiT, narkotikuli saSualebebisa da fsiqotropuli niv-
Tierebebis Seqmnis, moxmarebis, gamoyenebisa da maTi SeZe-
nis adgilebis Sesaxeb informaciis masobrivi saSualebe-
biT (aseve sxva saSualebebiTac) gavrceleba dauSvebelia.
amave kanonis me-11 muxlis me-2 punqtSi ganmartebulia
specialur kontrols daqvemdebarebul nivTierebaTa rek-
lama, romelic masobrivi informaciis saSualebiT (aseve
sxva saSualebiTac) gavrcelebul qmedebas an masalas war-
moadgens, romlis mizanic am nivTierebebis gamoyenebis
propagandaa. magaliTad, mauwyebelma gadasca reklama, ro-
melSic naxsenebia narkotikuli saSualebebis gamoyenebis
dadebiTi mxare.
me-11 muxlis me-3 punqtis à~ qvepunqti ki pirdapir gan-
martavs, rom specialur kontrols daqvemdebarebul niv-
TierebaTa reklamireba akrZalulia.
4.2 `notariatis Sesaxeb~ saqarTvelos kanoni
iuridiul samecniero literaturaSi gamoTqmulia mo-

sazreba, romelic sanotaro saqmianobas administraciul
saqmianobad gansazRvravs. 503 swored aRniSnuli SeiZleba
miviCnioT `notariatis Sesaxeb~ saqarTvelos kanonis me-20
muxlis me-4 punqtSi gawerili normis logikur safuZvlad,
romliTac dauSvebelia notariusis mier arasaTanado
reklamis ganTavseba an gavrceleba, aseve, notariusis
profesiuli Tvisebis reklamireba.
aRniSnuli akrZalva gamomdinareobs moqmedi kanonm-
deblobiT dadgenili wesidan, romlis mixedviTac, nota-
riuss sakuTari sanotaro saqmianobis Sesaxeb informaciis
gavrcelebis SesaZlebloba `sanotaro moqmedebaTa Sesru-
lebis wesis Sesaxeb instruqciiT~ dadgenili wesiT aqvs.
503
Нотариат в СССР, под редакций М. Авдюкова, Москва – 1974, 5; Н. Авдеенко,
М. Какабова, Нотариат в СССР, Леннинград, 1984, 17 – miTiTebulia: sux-
itaSvili d., saqarTvelos sanotaro samarTali, Tbilisi, 2002, 7.
157
4.3 `bavSvTa bunebrivi kvebis dacvisa da
xelSewyobis, xelovnuri sakvebis moxmarebis
Sesaxeb~ saqarTvelos kanoni
`bavSvTa bunebrivi kvebis dacvisa da xelSewyobis, xe-

lovnuri sakvebis moxmarebis Sesaxeb~ saqarTvelos kano-
nis me-7 muxliT akrZalulia bavSvTa xelovnuri kvebis
produqtebis reklamireba. am wess gaaCnia mxolod erTi
gamonaklisi da igi damatebiT sakvebs exeba. aRsaniSnavia,
rom aseTive mowesrigeba mocemulia `reklamis Sesaxeb~
saqarTvelos kanonSic da masze naSromSi zemoT ufro de-
taluradaa ganxiluli.504
4.4 saqarTvelos sisxlis samarTlis kodeqsi

4.4.1 yalbi reklama
miuxedavad sareklamo urTierTobis samoqalaqo samar-

Tlebrivi xasiaTisa, 505 romelic umetes SemTxvevaSi (ko-
merciuli reklamis samarTlebrivi bunebidan gamomdinare)
saxelSekrulebo urTierTobebis Sedegad myardeba, yalbi
reklamis gavrcelebisTvis reklamis damkveTs, mwarmoe-
bels an gamavrcelebels SeiZleba sisxlissamarTlebivi
pasuxismgebloba Seefardos. aRniSnuli gawerilia saqarT-
velos sisxlis samarTlis kodeqsis 201-e muxlSi, romlis
mixedviTac, yalbi reklamis safuZvelze moxdeba momxma-
reblis ganzrax SecdomaSi Seyvana, rac mniSvnelovan
zians gamoiwvevs. sasjelad aseT SemTxvevaSi gansazRvru-
lia jarima an gamasworebeli samuSao vadiT erT wlamde
an/da Tavisuflebis aRkveTa vadiT erT wlamde.
504
miTiTebul kanonSi ramdenime sxva akrZalvacaa kidev bavSvTa
xelovnuri sakvebis reklamirebisTvis, Tumca garda me-7 muxlSi
gawerili daTqmisa, sxva arcerTi ar exeba samauwyeblo reklamas.
505
igulisxmeba saxelSekrulebo urTierToba, romelic ori mxa-
ris SeTanxmebis Sedegs warmoadgens. cota gansxvavebulia so-
cialuri da politikuri reklamebis sakiTxi, rodesac mauwye-
bels valdebuleba warmoeSoba.
158
4.4.2 pornografiuli nawarmoebis an sxva
sagnis ukanonod damzadeba da gasaReba
saqarTvelos sisxlis samarTlis kodeqsis 255-e muxlis

1-li nawilis mixedviT: `pornografiuli nawarmoebis, na-
beWdi gamocemis, gamosaxulebis an pornografiuli xasia-
Tis sxva sagnis ukanonod damzadeba, gavrceleba an rekla-
mireba [...] isjeba jarimiT an gamasworebeli samuSaoTi or
wlamde an/da Tavisuflebis aRkveTiT imave vadiT~.
yalbi reklamisgan gansxvavebiT 255-e muxlis 1-li na-
wili sasjelis saxed jarimas an gamasworebel samuSaos
(aseve Tavisuflebis aRkveTas) or welze uTiTebs. amasTan,
amave muxlis me-2 nawilSi gawerilia igive danaSaulis Se-
saxeb, romlis mixedviTac, winaswari SecnobiT arasrul-
wlovanis gamosaxulebis Semcveli pornografiuli nawar-
moebis 506 reklamireba isjeba jarimiT an gamasworebeli
samuSaoTi vadiT or wlamde an/da Tavisuflebis aRkveTiT
vadiT sam wlamde.
4.4.3 arasrulwlovnis Cabma pornografiuli

nawarmoebis an sxva sagnis ukanonod
damzadebasa da gasaRebaSi
saqarTvelos sisxlis samarTlis kodeqsis 2551 muxlis

mixedviT gaTvaliswinebulia sasjeli arasruwlovnis Cab-
misTvis pornografiuli nawarmoebis an pornografiuli
xasiaTis sxva sagnis ukanono reklamirebaSi da igi isjeba
Tavisuflebis aRkveTiT vadiT oridan xuT wlamde.
506
kanonSive mocemulia ganmarteba, Tu ra SeiZleba CaiTvalos
arasrulwlovanis gamosaxulebis Semcvel pornografiul nawar-
moebad. kerZod, aseTad CaiTvleba nebismieri meTodiT damzade-
buli vizualuri an audiomasala, romelSic sxvadasxva saSuale-
bebiT warmodgenilia konkretuli arasrulwlovnis monawileoba
namdvil an simulirebul seqsualur scenebSi, gamoyenebulia misi
xma an momxmareblis seqsualuri moTxovnilebis dakmayofilebis
mizniT naCvenebia arasrulwlovnis genitaluri organoebi.
159
4.5 `sasaqonlo birJebisa da sabirJo vaWrobis
`sasaqonlo birJebisa da sabirJo vaWrobis Sesaxeb~ sa-

qarTvelos kanonis me-5 muxliT gaTvaliswinebulia sityve-
bis: `sasaqonlo birJa~ gamoyenebis SezRudva. kerZod, ìm
sawarmoebma, dawesebulebebma da organizaciebma, romelTa
saqmianoba dakavSirebulia sasaqonlo birJebis saqmianobis
sferosTan, TavianT saxelwodebebSi, reklamaSi an sxva
raime saqmianobaSi arc qarTulad da arc sxva romelime
enaze ar unda gamoiyenon sityvebi `sasaqonlo birJa~ an
maTgan warmoebuli sxva sityvebi da maTi kombinacia, ro-
melic Sinaarsobrivad amgvar saqmianobas gamoxatavs~.
4.6 `saqonlis adgilwarmoSobis dasaxelebisa

da geografiuli aRniSvnis Sesaxeb~
saqarTvelos kanoni
`saqonlis adgilwarmoSobis dasaxelebisa da geogra-

fiuli aRniSvnis Sesaxeb~ saqarTvelos kanonis me-11 mux-
lis pirveli punqtis `d~ qvepunqtiT, akrZalulia `saqon-
lis SefuTvaze, saqonleTan dakavSirebul dokumentebSi an
reklamaSi iseTi simbolos gamoyeneba, romelsac Secdoma-
Si Sehyavs momxmarebeli saqonlis warmoSovis adgilis,
gansakuTrebuli xarisxis an Tvisebebis Sesaxeb~. magali-
Tad, reklama, romelic exeba qarTul produqts da ro-
melSic fonad moCans parizSi arsebuli e.w. `triumfaluri
TaRi~. aseTma reklamam SeiZleba SecdomaSi Seiyvanos
mayurebeli, vinaidan vizualuri aRqmis safuZvelze man
SeiZleba CaTvalos, rom produqti frangulia da misi war-
moeba swored safrangeTSi xdeba.
160
4.7 `saavtoro da momijnave uflebebis
saavtoro uflebebi sareklamo urTierTobisas did

rols TamaSobs. aRniSnulis Taobaze winamdebare naSromSi
saubaria qveviT, sadac ganxilulia reklamis ganTavsebis
Taobaze saxelSekrulebo urTierTobebis zogadi pricni-
pebi. Tumca, garda aRniSnulisa mniSvnelovania SevexoT im
samarTlebriv regulirebas, rac `saavtoro da momijnave
uflebebis Sesaxeb~ saqarTvelos kanonSia mocemuli da
romlis 58-e muxlSi, romelic plagiatobas 507 exeba, gaT-
valiswinebulia saavtoro, momijnave da monacemTa bazis
damamzadeblis uflebebis darRveva.
miTiTebuli muxlis me-3 punqtis è~ qvepunqtiT aseTi
uflebis darRvevad CaiTvleba nebismieri iseTi teqnolo-
giis, mowyobilobis an misi komponentis reklamireba:
a) romlis samoqalaqo brunvaSi CarTva emsaxureba
teqnologiuri saSualebebis gverdis avlas;
b) romelsac aqvs SezRuduli komerciuli mniSvne-
loba da teqnologiuri saSualebebis gverdis avlis gar-
da SesaZlebelia misi sxva mizniT gamoyeneba;
g) romelic Tavidanve Seqmnilia, gankuTvnilia, war-
moebulia an gadakeTebulia imisTvis, rom SesaZlebeli
gaxados an xeli Seuwyos teqnologiuri saSualebebis
gverdis avlas.
saqarTveloSi ar arsebobs raime saxis samarTlebrivi
mowesrigeba, romelic reklamis damkveTs saavtoro ufle-
bebis TvalsazrisiT raime damatebiT SesaZleblobebs mia-
niWebda. Tu movaxdenT Sedarebas britaneTis kanonmdeblo-
507
plagiati _ `kontrafaqciis erT-erTi saxe, rodesac xdeba
saavtoro samarTlis romelime obieqtis miTviseba, wardgena, ga-
saReba, rogorc sakuTari obieqtisa misi mTliani, nawilobrivi,
gadakeTebuli fromiT an konteqstiT, rac niSnavs am obieqtis
gamoyenebas avtoris dasaxelebis (miTiTebis) gareSe~ _ jorbe-
naZe s., inteleqtualuri sakuTrebis ganmartebiTi leqsikoni,
Tbilisi, 1998, 235 _ plagiati.
161
basTan, SevniSnavT, rom aRniSnul saxelmwifoSi politi-
kur partiebs saarCevnod nebismieri musikaluri kompozi-
ciis gamoyenebis ufleba gaaCniaT. 508 aseT SemTxvevaSi, sax-
elSekrulebo urTierTobebSi isini ufro metad daculi
arian mesame piris mier garkveuli pretenziis dayenebis
kuTxiT. qarTuli kanonmdeblobiT aseTi SeRavaTi saarCev-
no subieqtebs ar gaaCniaT.
4.8 `sasaqonlo niSnebis Sesaxeb~ saqarTvelos kanoni
sasaqonlo niSani warmoadgens erTgvar gzamkvlevs

momxmareblisTvis, konkretuli produqciis an momsaxure-
bis Ziebisas airCios sasurveli Tvisebebisa da xarisxis
mqone produqcia an momsaxureba. 509 aseTad SeiZleba miC-
neul iqnes ìseTi simbolo, romelic miuTiTebs saqonlisa
da mis mwarmoebels Soris arsebul kavSirze samoqalaqo
mimoqcevis procesSi, upirvelesad, saqonliT vaWrobis
dros~.510
sasaqonlo niSani SeiZleba aseve moviazroT, rogorc
erTi konkretuli momsaxurebisa Tu produqciisgan gan-
masxvavebeli niSani, 511 romelic warmoadgens identifika-
508
ix. jorbenaZe s., saavtoro uflebebi cxovrebaSi, mesame gada-
muSavebuli gamocema, gamomcemloba `meridiani~, Tbilisi, 2013, 200
_ magaliTi: `toni bleri da `feTboi slimi~ (muxlebi: 13; 18)~ _
toni bleri `feTboi slimis~ (Fatboy Slim) kompozicias `swored aq
swored axla~ (Right Here, Right Now) 2004 wels winasaarCevno agita-
ciisas iyenebda. Semsrulebelma toni bleris partias urCia sxva
kompoziciis Sesruleba, vinaidan mas ar mowonda zemoT dasax-
elebuli kompoziciis fonze saarCevno kampaniis warmaTva. Tumca,
britaneTis kanonmdeblobidan gamomdinare, man mxolod urCia
politikur partias, gamoeyenebinaT sxva kompzicia, vinaidan wina-
saarCevno periodSi daSvebuli iyo nebismieri kompoziciis ga-
moyeneba.
509
<http://www.sakpatenti.org.ge/index.php?lang_id=GEO&sec_id=125#2>.
510
ZamukaSvili d., inteleqtualuri sakuTrebis samarTali, mesame
gamocema, gamomcemloba `samarTali~, Tbilisi, 2006, 222.
511
Sead. saqarTvelos uzenaesi sasamarTlos 2012 wlis 3 Teber-
vlis #as-1329-1349-2011 gadawyvetileba.
162
ciis saSualebas. Sesabamisad, kanonmdebeli maqsimalur
SezRudvas awesebs msgavsi an imave saxis sasaqonlo niSnis
sxva piris mier gamoyenebis akrZalvis kuTxiT.
sasaqonlo niSnis registracia xdeba saqarTvelos ka-
nonmdeblobiT dadgenili wesiT, romlis safuZvelzec misi
gamoyenebis uflebamosileba warmoeSoba mxolod Sesaba-
misi uflebis mqone pirs. aqedan gamomdinare, `sasaqonlo
niSnebis Sesaxeb~ saqarTvelos kanoni icavs uflebamosil
pirs da me-6 muxlis mixedviT ganmartavs, rom sasaqonlo
niSnis mflobels gaaCnia gansakuTrebuli uflebebi da mas
SeuZlia mesame pirs aukrZalos misi gamoyeneba Tanxmobis
(nebarTvis) gareSe. amave muxlis me-3 punqtis `d~ qvepunq-
tiT ki gawerilia sasaqonlo niSnis reklamisTvis gamoye-
nebis akrZalva. TavisTavad, es akrZalva ar exeba im pirs,
romelic sasaqonlo niSnis mflobels warmoadgens.
4.9 `fasiani qaRaldebis bazris Sesaxeb~

saqarTvelos kanoni
`fasiani qaRaldebis bazris Sesaxeb~ saqarTvelos ka-

nonis mowesrigeba Zalian waagavs `sasaqonlo birJebisa
da sabirJo vaWrobis Sesaxeb~ saqarTvelos kanonis me-5
muxlSi gaweril daTqmas. kerZod, `fasiani qaRaldebis ba-
zris Sesaxeb~ saqarTvelos kanonis 231 muxlis me-8 punqtis
mixedviT: `pirebs, romlebsac ar aqvT sabrokero saqmiano-
bis licenzia, 512 ufleba ara aqvT [...] reklamirebaSi ga-
moiyenon safirmo saxelwodeba sityvebiT: `fasiani qaRal-
debis sabrokero kompania~ an sxva sityvebiT Tu maTi kom-
binacia, romlebic Sinaarsobrivad amgvar saqmianobas ga-
moxatavs~.
512
`fasiani qaRaldebis bazris Sesaxeb~ saqarTvelos kanonis 23-e
muxlis mixedviT, sabrokero saqmianobis gansaxorcieleblad sa-
Wiroa iseTi saxis licenzia, romlis safuZvelzec iuridiuli
piri axorcielebs Semdeg saqmianobas: ganaxorcielos wilis, aq-
ciebis, fasiani qaRaldebisa da sxva operaciebi.
163
amave kanonSi reklamaSi dasaxelebis gamoyenebis wesis
Taobaze sxva SezRudvebicaa mocemuli. kerZod, a) `pirebs,
romlebsac ar aqvT safondo birJis 513 licenzia, ufleba
ar aqvT [...] reklamirebaSi gamoiyenon safirmo saxelwo-
deba sityvebiT `safondo birJa~ an sxva sityvebi Tu maTi
kombinacia, romelic Sinaarsobrivad amgvar saqmianobas
gamoxatavs~; 514 b) `pirebs, romlebsac ar aqvT centraluri
depozitaris 515 licenzia, ufleba ar aqvT [...] reklamire-
baSi gamoiyenon sityvebi `fasiani qaRaldebis centraluri
depozitari~ an sxva sityvebi Tu maTi kombinacia, rom-
lebic Sinaarsobrivad amgvar saqmianobas gamoxatavs~; 516 g)
`pirebs, romlebsac ar aqvT fasiani qaRaldebis registra-
toris 517 licenzia, ufleba ara aqvT [...] reklamirebaSi ga-
moiyenon sityvebi `registratori an fasiani qaRaldebis
513
safondo birJa _ `fasiani qaRaldebis bazris Sesaxeb~ saqarT-
velos kanonis me-2 muxlis 29-e punqti _ `fasiani qaRaldebis or-
ganizebuli bazari, romelic uzrunvelyofs fasiani qaRaldebisa
da sxva finansuri instrmentebis yidva-gayidvis Sesaxeb winadade-
bebis Segrovebas, vaWrobis organizebas dadgenili wesebisa da
procedurebis Sesabamisad da avrcelebs dadebul garigebaTa
Sesaxeb da fasebTan dakavSirebul sxva informacias~.
514
muxlis me-2 punqti.
515
centraluri depozitari _ `fasiani qaRaldebis bazris Sesax-
eb~ saqarTvelos kanonis me-2 muxlis 50-e punqti _ `saqarTvelos
erovnuli bankis mier licenzirebuli iuridiuli piri, romelic
uflebamosilia, registrirebuli mesakuTris an nominaluri
mflobelis davalebiT awarmoos fasiani qaRaldebis centralu-
ri kliringi da angariSsworeba, agreTve ganaxorcielos specia-
lizebuli depozitaris da saqarTvelos erovnuli bankis mier
dadgenili wesebiT gansazRvruli sxva momsaxureba~.
516
muxlis me-3 punqti.
517
fasiani qaRaldebis registratori _ `fasiani qaRaldebis ba-
zris Sesaxeb~ saqarTvelos kanonis me-2 muxlis 44-e punqti _ `sa-
qarTvelos erovnuli bankis mier licenzirebuli iuridiuli
piri, romelic awarmoebs emitentis fasiani qaRaldebis reestrs
da asrulebs sxva funqciebs, romlebic gansazRvrulia xelSe-
krulebaSi emitentisa da fasiani qaRaldebis registrators So-
ris~.
164
registratori~ an sxva sityvebi Tu maTi kombinacia, rom-
lebic Sinaarsobrivad amgvar saqmianobas gamoxatavs~.518
aRsaniSnavia aseve, rom dasaxelebul kanonSi moyvani-
lia reklamis definicia, romlis mixedviT, reklama SeiZ-
leba iyos gancxadebis gamoyeneba nebismieri formiT, maT
Soris, telegadacemis saSualebiT, 519 anu samauwyeblo
reklamiT.
4.10 `janmrTelobis dacvis Sesaxeb~

saqarTvelos kanoni
`janmrTelobis dacvis Sesaxeb~ saqarTvelos kanoniT

akrZalulia adamianis organos moTxovnilebaze reklamis
gakeTeba. 520 magaliTad, samedicino dawesebulebas, romel-
sac SesaZlebloba, aqvs, ganaxorcielos transplantacia,
samauwyeblo reklamaSi aTavsebs Semdegi Sinaarsis rgols:
`mxolod Cvens klinikaSi gaqvT SesaZlebloba moaxdinoT
Tqveni organoebis transplantacia ise, rom Tqvens
janmrTelobas ar daemuqros safrTxe~. aseTi Sinaarsis
reklamis damzadebis ufleba klinikas ar gaaCnia.
amave kanoniT aseve akrZalulia kidev erTi da Taname-
drove cxovrebaSi erT-erTi yvelaze aqtualuri (mtkiv-
neuli) sakiTxis _ abortis 521 reklamireba. 522 abortis gake-
Teba saqarTvelos moqmedi kanonmdeblobiT dasaSvebia,
Tumca ara yovel SemTxvevaSi. 523 aborti Tavisi bunebiT si-
518
muxlis me-2 punqti.
519
imave kanonis me-2 muxlis 25-e punqti.
520
ix. `janmrTelobis dacvis Sesaxeb~ saqarTvelos kanonis 122-e
muxli.
521
522
aborti _ orsulobis naadrevi Sewyveta; muclis moSla, muc-
lis mowyveta.
523
saqarTvelos sisxlis samarTlis kodeqsiT dasjadia ukanono
aborti _ 133-e muxli.
165
cocxlis mospobasTanaa dakavSirebuli, rac, Tundac kano-
nieri saxis iyos, adamianisTvis miuRebeli xasiaTisaa.524
4.11 `wamlisa da farmacevtuli saqmianobis Sesaxeb~

saqarTvelos kanoni
`wamlisa da farmacevtuli saqmianobis Sesaxeb~ sa-

qarTvelos kanonis mixedviT, farmacevtuli produqtis
mimoqcevad CaiTvleba saqmianoba, romelic moicavs mis
reklamirebas.525
farmacevtuli produqti reklamis mizniT iyofa sam
jgufad:526
a. pirvel jgufs ganekuTvneba specialur kontrols
daqvemdebarebuli farmacevtuli produqti;
b. meore jgufs ganekuTvneba iseTi farmacevtuli pro-
duqti, romlis arasaTanado gamoyenebam SeiZleba mniSvne-
lovani ziani miayenos adamianis janmrTelobasa da sicoc-
xles an/da romlis miRebac ar aris SesaZlebeli mxolod
instruqciis Sesabamisad, eqimis daniSnulebis gareSe;
g. mesame jgufs ganekuTvneba farmacevtuli produqti,
romlis miRebac instruqciis Sesabamisad, SesaZlebelia
eqimis daniSnulebis gareSe.
`wamlisa da farmacevtuli saqmianobis Sesaxeb~ sa-
qarTvelos kanonis 113 muxliT gansazRvrulia farmacev-
tuli produqtis reklamis definicia da gamoyenebis wesi,
romlis mixedviTac, aseTi saxis reklama niSnavs `maso-
brivi informaciis saSualebiT [...] gavrcelebul nebismier
masalas an/da qmedebas, romlis mizania am farmacevtuli
produqtis gamoyenebis propaganda~.527
524
ar igulisxmeba aborti, romelic aucilebelia gakeTdes or-
suli qalisTvis, raTa man ganagrZos momavalSi sicocxle.
525
`wamlisa da farmacevtuli saqmianobis Sesaxeb~ saqarTvelos
kanonis 11 muxlis me-18 punqti.
526
527
166
amave muxlis me-2 punqtiT akrZalulia specialur kon-
trols daqvemdebarebuli, 528 meore jgufisaTvis mikuTvne-
buli da saqarTvelos bazarze daSvebis uflebis armqone
farmacevtuli produqtis reklama. gansxvavebiT pirveli
da meore jgufis farmacevtuli produqtis reklamisgan,
mesame jgufis farmacevtuli produqtis reklama dasaSve-
bia saagentosTan reklamis teqstis winaswari SeTanxme-
biT 529 da Semdegi pirobebis dacviT 530 _ samauwyeblo rek-
lamisas, rodesac SesaZlebelia misi rogorc vizualurad
aRqma, ise gaxmovaneba, gamafrTxilebeli warwera unda
Candes (ikiTxebodes) aranakleb sami wamis ganmavlobaSi da
aseve unda gaxmovandes.531
dauSvebelia, rom farmacevtuli produqtis sareklamo
teqsti Sinaarsobrivad gansxvavdebodes am produqtis ga-
moyenebis momxmarebelTaTvis gankuTvnil instruqciaSi
miTiTebuli Cvenebebisgan.532 amasTan, amave muxlis me-6 punq-
tiT `dauSvebelia farmacevtul produqtad daregistrire-
buli, aseve, farmacevtuli produqtis saxelmwifo regi-
straciis erovnuli reJimiT nebayoflobiT registrire-
buli komplementaruli samkurnalo saSualebis, biologi-
urad aqtiuri danamatisa da parasamkurnalo saSualebis
sareklamo teqstSi daavadebis miTiTeba da maTi farmacev-
tul produqtebad warmoCena~.
farmacevtuli produqtis, saxelmwifo registraciis
erovnuli reJimiT nebayoflobiT registrirebuli farma-
cevtuli produqtis reklama Tavisufalia, Tumca masze is
528
pirveli jgufisaTvis mikuTvnebuli.
529
kanonis 113 muxlis me-4 punqtiT reklamis saagentosTan winaswari
SeTanxmeba gulisxmobs SeTanxmebas imasTan dakavSirebiT, rom
sareklamo teqsti Seesabameba instruqciaSi miTiTebul informa-
cias.
530
moyvanilia mxolod samauwyeblo reklamis samarTlebrivi re-
gulireba.
531
kanonis 113 muxlis me-3 punqtis `g~ qvepunqti.
532
imave kanonis 113 muxlis me-5 punqti.
167
SezRudva vrceldeba, rac produqtis reklamirebisas misi
Sinaarsisa da instruqciis Seusabamobas exeba.533
gansaxilveli muxlis me-9 punqtiT reklamad ar iT-
vleba:
a. farmacevtuli produqtis markireba, isntruqcia;
b. saqmiani korespondencia;
g. faqtografiuli, informaciuli xasiaTis prospeqti
da sacnobaro masala, Tu maTSi asaxuli informacia Seex-
eba mxolod farmacevtuli produqtis cvlilebas an/da
sifrTxilis zomebs;
d. janmrTelobasTan an/da daavadebasTan dakavSire-
buli informacia, Tu masSi ar aris pirdapiri an iribi
miTiTeba farmacevtuli produqtiT mkurnalobaze;
e. samedicino da farmacevtuli dargis muSakebisTvis
farmacevtuli produqtis Sesaxeb informaciis miwodeba.534
farmacevtuli produqtis reklamis wesebis darRve-
visTvis gaTvaliswinebulia jarima _ 1 000 lari. 535 aqve
unda aRiniSnos, rom pasuxismgebloba ekisreba rogorc
reklamis damkveTs, ise reklamis ganmaxorcielebel pirs.
533
imave kanonis 113 muxlis me-7 punqti.
534
samauwyeblo reklamaSi aRniSnulis gamoyeneba SeuZlebelia,
vinaidan reklama gankuTvnilia ara mxolod erT konkretul pir-
sadmi an dargis spacialistisadmi, aramed telemayurebelze, ro-
melic ar iqneba erTi konkretuli dargis specialisti.
535
kanonis 376 muxli.
168
cxrili #8
`reklamis Sesaxeb~ `mauwyeblobis Sesaxeb~

saqarTvelos kanoni saqarTvelos kanoni
(mauwyebelTa valdebu-
(ZiriTadi sakiTxebi) lebani, maT Soris, so-
cialuri reklamis gan-
TavsebasTan dakavSire-
biT)
valdebulebani reklamis
ganTavsebasTan dakavSirebiT
saqarTvelos saarCevno calkeuli samarTle-

kodeqsi (politikuri brivi normebi, romel-
reklamis ganTavsebas- Sic gawerilia akrZa-
Tan dakavSirebiT) luli reklamis saxeebi
169
Tavi V xelSekrulebis Tavisufleba
sareklamo urTierTobisas
media samarTalSi da maT Soris, telekomunikaciis

sivrceSi kerZosamarTlebriv urTierTobebs didi praqti-
kuli mniSvneloba gaaCnia. magaliTad, filmis Cvenebisas
umetes SemTxvevaSi mauwyebeli debs xelSekrulebas, rom-
liTac igi moipovebs filmis sajaro gadacemis uflebas.536
Tavad mauwyeblis mier gadacemul filmebSic didi roli
eniWeba kerZosamarTlebriv urTierTobebs. magaliTad, ro-
desac naCvenebia yidva-gayidvis, memkvidreobis an sxva ker-
ZosamarTlebrivi institutis moqmedeba cxovrebaSi, 537 an
rodesac konkretuli filmis sanaxavad Sesabamisi tarifia
mauwyeblis mier dadgenili.538
kerZosamarTlebrivi urTierTobis roli didia aseve
sareklamo urTierTobebisas, rodesac misi teleeTerSi
ganTavsebisTvis ZiriTadad samoqalaqosamarTlebrivi nor-
mebi gamoiyeneba. 539 kerZod, saqarTvelos samoqalaqo kodeq-
sis (SemdgomSi _ ssk) mesame wignis _ valdebulebiTi sa-
marTlis zogadi normebi, romelic saxelSekrulebo ur-
TierTobebze vrceldeba.540
mauwyebeli, iseve, rogorc nebismieri iuridiuli piri,
saqmianobis ganxorcielebisas sxvadasxva saxis xelSekru-
536
Tu filmze (nawarmoebze) mauwyebels ar gaaCnia gansakuTrebu-
li (saavtoro) ufleba.
537
Sead. rivaia b., de sima p., samarTali da kino 100 filmSi, irina
WeliZisa da tariel xunwarias Targmani, Tevdrore niniZisa da
konstantine kublaSvilis redaqtorobiT, saqarTvelos uzenaesi
sasamarTlos gamocema, Tbilisi, 2008, 46.
538
Sead. Löffer M., Ricker R., Handbuch des Presserechts, 400.
539
Fliegner T., Haftung und Haftungsbeschränkung bei Telekommunikationsveträgen,
Gestaltungsmoeglichkeiten des AGB-Rechts, Shaker Verlag, Aachen, 2006, 22.
540
Sead. biolingi h., lutringhausi p., saqarTvelos samoqalaqo
kodeqsis calkeuli moTxovnis safuZvlebis sistemuri analizi,
GTZ, gamomcemloba `siesta~, Tbilisi, 2009, 21.
170
lebas debs. 541 aRniSnuli ki, Tavis mxriv telekomunikaciis
samarTalSi kerZo samarTlis praqtikuli mniSvnelobis
damkvidrebis safuZvelia.542
winamdebare naSromSi ganxilvis sagani reklamis gan-
Tavsebis mizniT dadebuli xelSekruleba da misi samar-
Tlebrivi mowesrigeba iqneba. aseTi saxis samarTlebrivi
urTierTobis dawyebis winapiroba saqarTvelos moqmedi
kanonmdeblobiT nebismieri, kanoniT aukrZalavi xelSe-
krulebis dadebaa. aseTi saxis uflebamosilebas xelSe-
krulebis Tavisufleba ewodeba da igi samoqalaqosa-
marTlebrivi urTierTobis erT-erT mniSvnelovan princips
warmoadgens.543
1. reklamis ganTavsebis Taobaze xelSekrulebis dadeba
reklamis ganTavseba telemauwyebelze Sesabamisi Se-

Tanxmebis safuZvelze xdeba. aseT SeTanxmebas ki, Tu igi
zepiri saxiT ar aris gansazRvruli, werilobiTi xelSe-
krulebis forma awesrigebs (rac praqtikaSi ufro metad
aprobirebulia).
ssk-is 327-e muxlis mixedviT: `xelSekruleba dadebu-
lad iTvleba, Tu mxareebi mis yvela arsebiT pirobaze Se-
Tanxmdnen saamisod gaTvaliswinebuli formiT~. definicii-
541
ix. magaliTad, germaniis sasamarTlo praqtika _ BGH, Urteil
vom 19.07.2012 _ III ZR 71/12.
542
Schulze-Fielitz H. In H. Dreier (Hrsg.), Grundgesetz-Kommentar, Bd. 1, 2. Aufl.,
Verl. Mohr Siebeck, Tübingen, 2004, 667.
543
garda xelSekrulebis Tavisuflebisa, reklamis ganTavsebisas
SesaZlebelia ganxilul iqnes samoqalaqo kodeqsiT aRiarebuli
sxva ZiriTadi principebi Tu debulebebi. magaliTad, keTilsin-
disierebis principi, nebis gamovlena da a.S. TiToeuli maTgani
kerZosamarTlebrivi urTierTobisTvis damaxasiaTebelia, Tumca
winamdebare naSromisTvis TiToeulis ganxilva ar aris mizanSe-
wonili imdenad, ramdenadac naSromSi moyvanilia praqtikaSi
yvelaze problematuri da mniSvnelovani sakiTxebi, romelSic
magaliTad, keTilsindisierebis princips mxolod maSin SeiZleba
mieniWos upiratesi mniSvneloba, Tu iarsebebs xelSekrulebis
darRvevis faqti motyuebiT da a.S., rac calke ganxilvis sagania.
171
dan gamomdinare, SeiZleba iTqvas, rom xelSekrulebis da-
debisTvis aucilebelia mxareTa konsensusi, 544 romelic
arsebiT pirobebze SeTanxmebas gulisxmobs.
Tavis mxriv,Mmxareebis mier arsebiT pirobaze SeTanx-
meba xelSekrulebaSi iseTi saxis Sinaarsis gaweras niS-
navs, rac SemdgomSi Sesabamisi ufleba-movaleobebis Sesa-
sruleblad savaldebulo gaxdeba.545
1.1 xelSekrulebis Tavisufleba (telemauwyebelze

reklamis ganTavsebis sakiTxTan mimarTebiT)
xelSekrulebis Tavisuflebis erT-erTi mTavari prin-

cipia _ kerZo avtonomia. 546/547 kerZo avtonomia warmoadgens
aseve samoqalaqo kodeqsis fuZemdeblur princips 548 da
konstituciidan gamomdinareobs. 549 kerZo avtomoniis sa-
fuZvelze pirs gaaCnia erTgvari Tavisufleba, sakuTari
survilis Sesabamisad Sevides saxelSekrulebo urTier-
TobaSi an uari Tqvas masze. 550 imis gaTvaliswinebiT, rom
reklamis ganTavsebis Taobaze xelSekrulebis dadeba da
SemdgomSi Sesabamisi valdebulebebis Sesruleba kerZosa-
544
aRniSnuli Sexedulebis, aseve gansxvavebuli Sexedulebis
Taobaze ixileT: Wanturia l., zoiZe b., saqarTvelos samoqalaqo
kodeqsis komentari xuT wignad, wigni mesame, gamomcemloba `sa-
marTali~, Tbilisi, 2001, 327-e muxli, 83-84 (SemdgomSi _ avtori,
ssk-is komentari, muxli, gv.).
545
Sead. Looschelders D., Schuldrecht, AT, 3. Auflage, Carl Heumanns Verlag,
Köln, Berlin, München, 2005, 25.
546
Kötz H., Vertragsrecht, 2. Auflage, Verlag Mohr Siebeck, Tübingen, 2012, 11.
547
Ellenberger Jürgen u.a., palandt, Buergerliches Gesetbucg, 71. Auflage, C. H. Beck
verlag, Muenchen 2012. (Palandt/bearbeiter), 160.
548
xelSekrulebis Tavisuflebisa da kerZo avtonomiis, rogorc
samoqalaqo kodeqsis fuZemdebluri pricnipebis dasaxelebis
Taobaze msjelobs Tbilisis saapelacio sasamarTlo. ix. saqarT-
velos uzenaesi sasamarTlos 2010 wlis 23 martis #as-1058-1325-09
ganCineba _ aRwerilobiTi nawili.
549
Eckert H.-W., Beck,scher Online-Kommentar BGB, Hrsg: Bamberger/Roth, Edi-
tion 27, 2013, §145, Rn. 8.
550
Rüthers B., Stadler A., Allgemeiner Teil des BGB, 12. Auflage, Verlag C.H. Beck,
München, 2002, 26.
172
marTlebrivi urTierTobis saxes warmoadgens, igulisxmeba
rom mauwyebeli da reklamis damkveTi kerZo samarTlis
subieqtebi arian, romelTac xelSekrulebis Tavisuflebis
farglebSi Tavisufali moqmedebis SesaZlebloba eZle-
vaT.551
kerZo avtonomiis principis safuZvelze reklamis gan-
Tavsebis SemTxvevaSi rogorc mauwyebeli, ise reklamis
damkveTi Tanabari uflebebiT sargebloben. maTi uflebaa,
xelSekrulebaSi gaweron konkretuli pirobebi, romelzec
orive maTgani SeTanxmdeba. aRniSnuli mxareTa mier nebis
gamovlenis safuZvelze unda moxdes. igi SesaZlebelia
calmxrivad iqnes ganxorcielebuli, ramac saboloo jamSi
sasurveli Sedegi unda warmoSvas mxarisTvis, 552 xolo, Tu
neba gamovlenili ar aris, igi ar warmoSobs samarTle-
briv Sedegebs553 da Sesabamisad, mxareTa Soris SeTanxmebis
miRweva samarTlebriv safuZvels iqneba moklebuli. 554 sxva
sityvebiT rom iTqvas, dadebuli iqneba moCvenebiTi gari-
geba555 an sxv.
xelSekrulebis Tavisuflebis principidan gamomdinare,
reklamis ganTavsebis Taobaze xelSekrulebaSi mxareebs
SeuZliaT Tavad gaweron Semdegi sakiTxebi: 556 a) mxareTa
ufleba-movaleobani; b) saavtoro-qonebrivi uflebebi; g)
angariSsworebis pirobebi; d) mxareTa pasuxismgebloba (pa-
551
zoiZe b., evropuli kerZo samarTlis recefcia saqarTveloSi,
sagamomcemlo saqmis saswavlo centri, Tbilisi, 2005, 269.
552
Busche in Münchener Kommentar zum BGB, 6. Auflage, 2012, §145, Rn. 5.
553
kereseliZe d., kerZo samarTlis uzogadesi sistemuri cnebebi,
evropuli da SedarebiTi samarTlis instituti, Tbilisi, 2009,
239.
554
Sead. Schmitt in Münchener Kommentar zum BGB, 6. Auflage, 2012, §104 ff.,
Rn. 3.
555
ix. magaliTad, saqarTvelos uzenaesi sasamarTlos 2013 wlis 7
martis #as-1162-1091-2012 ganCineba.
556
reklamis ganTavsebis Taobaze xelSekrulebis nimuSi ixileT
qveviT.
173
suxismgeblobisgan gaTavisufleba); e) xelSekrulebis moq-
medebis vadebi da sxv.557 ganvixiloT TiToeuli maTgani:
1.1.1 mxareTa ufleba-movaleobani
reklamis ganTavsebis Taobaze dasadeb xelSekrulebaSi

mniSvnelovania, rom mxareTa uflebebi da valdebulebebi
detalurad gaiweros. aRniSnuli valdebulebebis Sesabami-
sad, erTi mxriv, reklamis damkveTi valdebulia, Sesabamisi
angariSsworeba moaxdinos, xolo, meore mxriv, mauwyebeli
valdebulia, miwodebuli sareklamo masala sakuTar te-
leeTerSi gadasces. xelSekrulebaSi aRniSnulis dakon-
kretebas didi praqtikuli mniSvneloba gaaCnia.558
garda aRniSnulisa, mxareTa ufleba-movaleobebSi SeiZ-
leba iseTi saxis valdebulebebi gaiweros, rogoricaa,
magaliTad, sareklamo masalis miwodebis forma, reklamis
gaSvebis konkretuli perioduloba, 559 angariSsworebis
valdebuleba, 560 sareklamo masalis gadacemis valdebu-
leba (periodulobis miTiTebiT) da sxv.
557
xelSekrulebis Tavisuflebis principidan gamomdinare, mxa-
reebs ufleba aqvT, damatebiT, Tavisi survilisamebr gaweron
nebismieri debuleba, romelic ar daarRvevs mesame pirTa ufle-
bebs da ar mova SeusabamobaSi moqmed kanonmdeblobasTan. CamoT-
vlili saxelSekrulebo pirobebi warmoadgens arsebiTi xasiaTis
pirobebs da mis gaweras xelSekrulebaSi didi mniSvneloba aqvs
momavalSi raime saxis darRvevisas Sesabamisi pasuxismgeblobis
dakisrebis mizniT.
558
magaliTad, valdebulebebis detalurad gawera. aseT SemTxve-
vaSi xelSekrulebaSi pirdapir iqneba miTiTebuli, rom gawerili
valdebulebis darRvevisTvis meore mxare valdebuli iqneba,
moaxdinos Sesabamisi anazRaureba xelSekrulebaSive gawerili
pasuxismgeblobis TavSi gawerili valdebulebis mixedviT.
559
Tanamedrove saxelSekrulebo praqtikaSi reklamis ganTavsebis
Taobaze xelSekrulebis dadebisas xelSekrulebas media-gegma
danarTis saxiT Tan daerTveba, romelSic detalurad iqneba ga-
werili sareklamo rgolis gaSvebis perioduloba. aRniSnuli
praqtikuli mniSvnelobisaa.
560
angariSsworebis valdebuleba mxareTa ufleba-movaleobebis
nawilSi umetes SemTxvevaSi Semoifargleba mxolod zogadi xa-
174
mxareTa uflebebia, Tavad gansazRvron saxelSekru-
lebo vadebi, Tumca igi moqmed kanonmdeblobasTan ar unda
modiodes winaaRmdegobaSi. vadebis xelSekrulebaSi gawera
mniSvnelovania nakisri valdebulebebis Seusruleblobis
periodulobis gansazRvrisTvis, 561 xolo misi gauTvalis-
winebloba SeTanxmebis gamoxatvis ukmarisobas war-
moadgnes, 562 romlis safuZvelzec davis saxeze arsebobis
SemTxvevaSi zusti vadebis dadgena sasamarTlos preroga-
tiva gaxdeba, rac orive mxarisTvis miuRebeli aRmoCndeba
momavalSi.563
mxareTa ufleba-movaleobani warmoadgens winapirobas,
xelSekrulebis darRvevis SemTxvevaSi mxarisTvis konkre-
tuli pasuxismgeblobis dakisrebis Taobaze.
1.1.2 saavtoro uflebebi
saavtoro uflebebis sakiTxi telekomunikaciis sivr-

ceSi did rols TamaSobs. Tu aviRebT evropis qveynebis
magaliTs, saavtoro da media samarTlis sakiTxis Ses-
wavla zogierTi kompaniis ZiriTad saqmianobas warmoad-
gens, 564 rac am ori sferos urTierTmimarTebis SeswavlaSi
gamoixateba. Tavis mxriv, saavtoro uflebebis sakiTxi um-
niSvnelovanesia samauwyeblo reklamis samarTlebrivi mo-
wesrigebisTvis, romlis mixedviTac ganisazRvreba tele-
siaTis CanaweriT, romelic konkretul xasiaTs ukve calke

muxlSi iZens.
561
Sead. maCalaZe s., zianis anazRaureba valdebulebis darRvevi-
sas (saqarTvelosa da germaniis kanonmdeblobaTa SedarebiTi
analizi), samarTlis Jurnali `qarTuli samarTlis mimoxvila~,
specialuri gamocema, 2004, 77.
562
Sead. zarandia T., saxelSekrulebo valdebulebis Sesrulebis
adgili da vadebi, gamomcemloba `jisiai~, Tbilisi, 2005, 66.
563
iqve.
564
magaliTad, germaniaSi _ <http://www.urheberrecht.org/> _ Institut Für
Uhreber- und Medienrecht.
175
mauwyebelze reklamis gadacemis miuxedavad, Tu vis gaaCnia
sareklamo rgolze aseTi saxis uflebebi.565
mniSvnelovania xelSekrulebaSi detalurad gaiweros
saavtoro-qonebrivi uflebebis sakiTxi. kerZod, xelSe-
krulebaSi pirdapir unda mieTiTos, Tu vinaa pasuxism-
gebeli mesame pirebTan urTierTobaSi maTive uflebebis
darRvevis arsebobisas. magaliTad, mauwyebelze gavida
reklama, romelSic darRveulia mesame piris saavtoro
ufleba. kerZod, sareklamo rgolSi gavida musika, romel-
zec yvela ufleba ekuTvnoda mesame pirs, xolo reklamis
damkveTs Sesabamisi xelSekruleba ar daudia musikis av-
torTan. im SemTxvevaSi, Tu musikis avtori pretenzias wa-
moayenebs, rogorc xelovnebis nawarmoebze 566 saavtoro
uflebis mqones, mauwyebeli an reklamis damkveTi avtoris
mimarT pasuxismgebeli iqneba. 567 xelSekrulebidan gamomdi-
nare, aseTi saxis pasuxismgebloba SeiZleba reklamis
damkveTs an mauwyebels daekisros. aRniSnulis Taobaze
mxareebs SeuZliaT winaswar SeTanxmdnen da igi xelSe-
krulebaSive miuTiTon.
1.1.3 angariSsworeba
angariSsworebis pirobebis gaTvaliswineba saxelSekru-

lebo urTierTobebis mniSvnelovani nawilia. reklamis
565
ix. magaliTad, Kolonko E., Was ist in der Werbung Uhreberrechtlich
Geschützt? _
<http://www.gwa.de/fileadmin/media-
center/Dokumente/Foren/Healthcare_2007/Eberhard_Kolonko.pdf>.
566
xelovnebis nawarmoebze vrceldeba avtoris qonebrivi da ara-
qonebrivi saavtoro uflebebi. ix. magaliTad, saqarTvelos uze-
naesi sasamarTlos 2013 wlis 3 ianvris #as-1036-971-2012 ganCineba,
sadac sasamarTlo aRniSnul daTqmas akeTebs.
567
calke sakiTxia sajaro gadacemis SemTxveva, romlis safuZ-
velzec reklamis damkveTs, romelsac aseTi ufleba ar gaaCnia,
pasuxismgebelia saqarTvelos moqmedi kanonmdeblobis safuZ-
velze. sajaro gadacemis sakiTxi Segnebulad ar ganixileba wi-
namdebare TavSi.
176
ganTavsebis Taobaze xelSekrulebaSi angariSsworebis sa-
kiTxSi yvelaze mniSvnelovani aspeqtebia: a) saangariSswo-
rebo Tanxis odenoba; b) angariSsworebis vadebi da g) sa-
banko rekvizitebis miTiTeba.568
magaliTad, xelSekrulebaSi SeiZleba angariSsworebis
vadebi Semdegnairad gaiweros: avansis saxiT damkveTi Sem-
srulebels gadauxdis xelSekrulebis ZalaSi Sesvlidan 5
(xuTi) sabanko dRis vadaSi mTliani Tanxis 70%-s, xolo
mxareTa mier miReba-Cabarebis aqtis gaformebidan 5 (xuTi)
sabanko dRis vadaSi _ darCenil 30%-s.
1.1.4 pasuxismgebloba
reklamis ganTavsebis Taobaze saxelSekrulebo ur-

TierTobaSi pasuxismgeblobis sakiTxi mxareTa Soris wi-
naswar gaiwereba, romliTac maTTvis ukve cnobili iqneba,
Sesabamisi valdebulebis Seusruleblobis (an Sesrule-
bisgan Tavis Sekavebis) SemTxvevaSi mxares ra saxis jarima
daekisreba. marTalia, ssk-iT valdebulebis darRvevis an
arajerovnad Sesrulebis sakiTxi Sesabamisi normebiT we-
srigdeba, 569 Tumca mxareTa Soris winaswar pasux-
ismgeblobis sakiTxis gansazRvra mainc umniSvnelovanes
rols TamaSobs.
pauxismgeblobis saxed Tanamedrove praqtikaSi yvelaze
xSirad gamoiyeneba pirgasamtexlo, ufro konkretulad _
sajarimo (kumulatiuri) pirgasamtexlo. 570 pirgasamtexlo
568
Tumca sabanko angariSis normis miTiTeba aseve SesaZlebelia
xelSekrulebis boloSi, mxareTa xelmowerisa da rekvizitebis
gaswvriv.
569
Sead. vaSakiZe g., samoqalaqo kodeqsis garTulebul valdebu-
lebaTa sistema (Leistungstörungsrecht), Tbilisi, 2010, 58.
570
Wanturia l., kreditis uzrunvelyofis samarTali,
saxelmZRvanelo. gamomcemloba `samarTali~, Tbilisi, 2012, 238
(SemdgomSi _ Wanturia l., kreditis uzrunvelyofis samarTali,
gv.); avtoris ganmartebiT, sajarimo (kumulatiuri)
pirgasamtexlos gadaxdac ar amcirebs mxareTa mier nakisri
177
sxva saxeebTan SedarebiT yvelaze ufro praqtikuli xa-
siaTisaa 571 da igi sauravis gadaxdevinebis kuTxiT572 yovel
vadagadacilebul dReze gamoiyeneba. 573 pirgasamtexlos
saxiT Sesabamisi zianis anazRaurebis moTxovna auci-
leblad unda Seicavdes moTxovnas imis Taobaze, rom pir-
ma xelSekrulebiT nakisri valdebuleba arajerovnad ga-
naxorciela574 an valdebuleba piris mier saerTod ar iqna
Sesrulebuli.575
pirgasamtexlos sakiTxis gawera SesaZlebelia rogorc
damkveTis, ise Semsruleblis mimarT. garda aRniSnulisa,
pasuxismgeblobis sxva saSualebebic arsebobs, romelic
mauwyeblis mier valdebulebis darRvevisas gamoiyeneba.
magaliTad, reklamis ganuTavseblobis SemTxvevaSi analo-
giuri reklamis ormagi odenobis ganTavseba imave dros,
imave pirobebiT, yovelgvari damatebiTi anazRaurebis ga-
reSe da sxv.
pasuxismgeblobis sakiTxis gawerisas upirveles yov-
lisa, mniSvnelovania angariSsworebis pirobebis detalu-
rad gawera. im SemTxvevaSi, Tu mxareTa mier SeTanxmebaa
valdebulebis safuZvelze gadasaxdeli Tanxis ZiriTad

odenobas.
571
ix. iqve, 237-239, pirgasamtexlos sxva saxeebis CamonaTvali;
aseve zoiZe b., ssk-is komentari, 417-e muxli, 487.
572
Wanturia l., kreditis uzrunvelyofis samarTali, 238 _
sauravis saxiT pasuxismgeblobis dakisreba saxezea maSin,
rodesac pirs ekisreba garkveuli Tanxis proporciulad
procentuli odenoba. garda sauravisa, SesaZlebelia
gaTvaliswinebul iqnes aseve jarima, rac konkretul TanxaSi
gamoixateba (magaliTad, 1 000 (aTasi) lari, yovel
vadagadacilebul dReze).
573
vadagadacilebuli dReebi gamoiTvleba kalendaruli dReebis
daangariSebiT, Tumca mxareebi SesaZlebelia SeTanxmdnen pirga-
samtexlos gadaxdevinebaze yovel vadagadacilebul samuSao (sa-
qarTvelos kanonmdeblobis Sesabamisad) an sabanko (igulisxmeba
bankis muSaobis dReebi _ garda saqarTvelos kanonmdeblobiT
gaTvaliswinebuli SemTxvevebisa _ samuSao dReebTan erTad Saba-
Ti dRis garkveuli periodi) dReze.
574
Sead. BGH Beschluss 20.07.2010 VII ZR 117/08.
575
Wanturia l., kreditis uzrunvelyofis samarTali, 234.
178
miRweuli avansis CaricxvasTan dakavSirebiT, pasuxismgeb-
loba unda ganisazRvros ukve gadaricxuli da darCenili
Tanxis gadaxdis sakiTxTan dakavSirebiT. Tu xelSekru-
leba 100%-ian winaswar angariSsworebas iTvaliswinebs,
maSin pasuxismgeblobis sakiTxic aRniSnulis proporci-
ulad unda gaiweros.
1.2 xelSekrulebis Tavisuflebis SezRudva

sareklamo urTierTobisas
xelSekrulebis Tavisufleba ar aris absoluturi xa-

siaTis. TiToeul sferoSi dasadeb xelSekrulebas gaaCnia
garkveuli, amave sferosTvis damaxasiaTebeli Tavisebure-
bani, rac, saboloo jamSi, xelSekrulebis Tavisuflebis
SezRudvaSi gamoixateba. 576 am mxriv aRsaniSnavia, rom xel-
Sekrulebis Tavisuflebis SezRudva xdeba ara mxolod
samoqalaqo kodeqsiT mowesrigebuli urTierTobebisas,
aramed TiToeuli kerZosamarTlebrivi urTierTobis da-
myarebisas. magaliTad, SromiTi urTierTobisas, 577 tele-
mauwyebelze reklamis ganTavsebisas da sxv.
xelSekrulebis Tavisuflebis SezRudvaze saubrisas
sakiTxi ganxilul unda iqnes samoqalaqo samarTlebrivi
normebiT. 578 reklamis ganTavsebis Taobaze xelSekrulebis
576
Richter T. S., Verstagsrecht, Die Grundlagen des Wirtschaftsrechts, Verlag Franz
Vahlen München, 2009, 27.
577
Sromis samarTalSi xelSekrulebis Tavisuflebis rolsa da
misi SezRudvis farglebze ixileT: jorbenaZe s., samoqalaqo ko-
deqsis calkeuli samarTlebrivi institutebis moqmedeba Sromis
kodeqsTan mimarTebaSi, samarTlis Jurnali `sarCevi~, #1-2 (3-4)
2013, daviT batoniSvilis samarTlis instituti, Tbilisi, 2013, 5-
24.
578
xelSekrulebis Tavisuflebis SezRudvis sakiTxi warmoadgens
calke ganxilvis sagans, romelsac SesaZlebelia calke wigni
mieZRvnas. Sesabamisad, winamdebare naSromSi ganxiluli iqneba
mxolod is ZiriTadi nawili, rac am kuTxiT reklamis ganTavse-
bisas aris mniSvnelobani _ xelSekrulebis Tavisuflebis Se-
zRudva, rogorc xelSekrulebis Sinaarsis gansazRvris SezRud-
va.
179
dadebisas umetes SemTxvevaSi arsebobs Tavisuflebis Se-
zRudvis ori ZiriTadi saxe: 579 a) xelSekrulebis standar-
tuli pirobebi da b) kontrahirebis iZuleba.
miuxedavad CamoTvlili ori samarTlebrivi institu-
tisa, aucilebelia aRiniSnos, rom sareklamo urTierTo-
baSi, iseve, rogorc sxva saxis saxelSekrulebo urTier-
Tobebisas xelSekrulebis Tavisuflebis SezRudvis sakiT-
xi sxva aspeqtebSic gvxvdeba. magaliTad, xelSekrulebis
Sinaarsis gansazRvris Tavisuflebis SezRudva, rodesac
politikuri reklamis ganTavsebis Taobaze xelSekruleba-
Si Semsrulebels (anu telemauwyebels) gawerili aqvs
Semdegi saxis ufleba: winamdebare xelSekrulebiT war-
modgenili politikuri reklamis ganuTavseblobis
SemTxvevaSi mas ar daekisreba pasuxismgebloba saqarTve-
los moqmedi kanonmdeblobiT. 580 aseTi saxis Sinaarsis ga-
wera iTvaliswinebs garkveul SezRudvas, vinaidan kanoni
pirdapir, imperatiuli saxiT gansazRvravs imas, Tu ra
saxis valdebuleba ekisreba Sesabamisi moqmedebis Seu-
sruleblobis an Sesrulebisgan Tavis Sekavebis SemTxveva-
Si.581
1.2.1 xelSekrulebis standartuli pirobebi
TiToeul mauwyebels, rogorc am sferoSi moqmed or-

ganizacias, gaaCnia xelSekrulebis sakuTari piroba, ro-
melsac iyenebs damkveTTan reklamis ganTavsebisas. xelSe-
krulebis Tavisuflebis SezRudvis sakiTxis ganxivlisas
579
Tumca es ar niSnavs, rom xelSekrulebis Tavisufleba ar
SeiZleba SeizRudos sxva kuTxiT. magaliTad, kanonismieri val-
debulebebidan gamomdinare, xelSekrulebis Tavisuflebis Se-
zRudvis safuZvels SeiZleba warmoadgendes saxelmwifos mier
miRebuli adaministraciul-samarTlebrivi aqti.
580
Sead. Wanturia l., ssk-is komentari, 319-e muxli, 66.
581
Sead. iqve. 65-66.
180
mniSvnelovania xelSekrulebis Sinaarsis SezRudva, 582
romlis gamoyenebac, Tavis mxriv, umetesad komerciuli
reklamisas aris SesaZlebeli. 583 miuxedavad aRniSnulisa,
xelSekrulebis standartuli piroba mauwyebels samive
saxis reklamaze SeiZleba gaaCndes.
aRniSnulis mizezs warmoadgens is, rom `xelSekrule-
bis standartuli pirobebi gamoiyeneba yvelgan, sadac ar-
sebobs mravalricxovan momxarebelTan saqmiani urTier-
Toba~. 584 Tanamedrove ekonomikis pirobebSi, rodesac ua-
mravi saxis xelSekruleba ideba, SeuZlebelia yvela mom-
xamreblisTvis calke saxelSekrulebo molaparakeba iqnes
warmoebuli. 585 es sakmaod arapraqtikuli iqneboda da
swored am mizeziT gaaCnia mauwyebels xelSekrulebis Ta-
visi varianti.
xelSekrulebis standartuli pirobebiT, erTi mxriv,
izRudeba reklamis damkveTi, xolo, meore mxriv, telemau-
wyebeli. SeiZleba iTqvas, rom standartuli pirobebiT
telemauwyebels ukve mowesrigebuli aqvs iuridiuli
mxare, romlis safuZvelzec detalurad ar gansazRvravs
TiToeuli reklamis damkveTTan aseT pirobas. Tu mauwye-
belma TiToeul damkveTTan cal-calke ganaxorciela de-
talebis gansazRvra, maSin xelSekruleba ar iqneba stan-
dartuli saxis 586 / 587 da mas ar eqneba mravaljeradi ga-
moyenebis funqcia.588
582
Hk-BGB/Döner, Vorbemerkung zu §§145-157, Rn. 4 – Doerner Heinrich u.a.,
Schulze Reiner (Schirftleitung), Buergerliches Gesetzbuch, Handkommentar, 7. Auf-
lage, Nomos Verlagsgesellschaft, Baden-Baden, 2012, 147.
583
punqtiT, mauwyebeli pasuxs ar agebs politikuri da socialuri
reklamis Sinaarsze. garda aRniSnuli daTqmisa, socialuri da
politikuri reklamis ganTavsebis Taobaze xelSekrulebebSic
SeiZleba mniSvnelovnad SeizRudos xelSekrulebis Sinaarsi.
584
Wanturia l., ssk-is komentari, 342-e muxli, 181.
585
iqve. 180.
586
iqve. 185.
587
ssk-is 342-e muxlis me-2 nawili.
588
181
xelSekrulebis standartuli pirobebis safuZvelze
mauwyebeli udgens damkveTs im saxelSekrulebo pirobebs,
romelzec mas surs daidos xelSekruleba.589
reklamis ganTavsebis Taobaze xelSekrulebis dadebi-
sas xelSekrulebis standartuli pirobebiT izRudeba
xelSekrulebis Tavisuflebis principi. am SezRudvisas,
iseve, rogorc sxva saxis saxelSekrulebo urTierTobisas,
gamoiyeneba is ZiriTadi principebi, rac xelSekrulebis
standartul pirobebs axasiaTebs.590
1.2.2 kontrahirebis iZuleba
kontrahirebis iZuleba xelSekrulebis Tavisuflebis

SezRudvis erT-erTi yvelaze gavrcelebuli saSualebaa,
romlis Tanaxmadac, `bazarze gabatonebuli mdgomareobis
mqone piri valdebulia dados xelSekruleba~. 591 nebismier
sferoSi 592 arsebuli samarTlebrivi urTierTobisas kon-
trahirebis iZuleba SeiZleba davaxasiaToT rogorc xel-
Sekrulebis Tavisuflebis legitimuri SezRudvis safuZ-
veli, 593 romlis saSualebiT xelSekrulebis monawile
erT-erTi mxare valdebulia, xelSekrulebis dadebis ne-
bismier msurvelTan dados xelSekruleba da Sevides Se-
sabamis samarTlebriv urTierTobaSi.
589
Sead. iqve. 182.
590
ix. iqve 182-185 _ 1) standartuli pirobebi aris saxelSekrule-
bo pirobebi; 2) standartuli pirobebi aris winaswar Camoyalibe-
buli pirobebi; 3) standartuli pirobebi aris mravaljeradi ga-
moyenebisTvis gamiznuli pirobebi; 4) standartuli pirobebs er-
Ti mxare udgens meore mxares; 5) standartuli pirobebiT unda
moxdes kanoniT dadgenili normebisagan gansxvavebuli an maTi
Semvsebi wesebis dadgena.
591
iqve, 319-e muxli, 59.
592
maT Soris, satelekomunikacio samarTalSi.
593
Wolff S., Der Kontrahierungszwang im deutschen Telekommunikationsrecht, Ver-
lag Dr. Kovac, Hamburg, 2002, 45 (SemdgomSi _ Wolff S., Der Kontrahie-
rungszwang im deutschen Telekommunikationsrecht, gv.)
182
aRniSnuli ganpirobebulia im faqtoriT, rom piri, ro-
melsac xelSekrulebis dadeba evaleba, bazarze warmoad-
gens gabatonebuli statusis mqones, anu mas gaaCnia SesaZ-
lebloba, meore mxarisgan gansxvavebiT ganaxorcielos
iseTi saxis saqmianoba, 594 rac ar aris erT konkretul
pirze mimarTuli. Tavis mxriv, reklamis damkveTs gaaCnia
Tavisufleba, sakuTari survilisamebr aarCios nebismieri
mauwyebeli, romelzec Sesabamis reklamas ganaTavsebs.595
satelekomunikacio sivrceSi bazarze gabatonebuli
mdgomareoba uWiravT mauwyeblebs, 596 Sesabamisad maT aqvT
valdebuleba, dadon reklamis ganTavsebis Taobaze xelSe-
kruleba nebismier msurvelTan. komerciuli reklamis gan-
Tavsebis SemTxvevaSi sakiTxze ase gadaWriT saubari ar
iqneboda marTebuli, vinaidan SeiZleba mauwyebels konkre-
tul pirTan saerTod ar surdes saxelSekrulebo ur-
TierTobaSi Sesvla. ra moxdeba aseT SemTxvevaSi? daeki-
sreba mas xelSekrulebis dadebis valdebuleba?
am kiTxvaze pasuxis gasacemad kontrahirebis iZulebis
sakiTxi sam ZiriTad aspeqtSi unda iqnes ganxiluli: a)
komerciuli reklamis ganTavsebisas; b) socialuri rekla-
mis ganTavsebisas da g) politikuri reklamis ganTavsebi-
sas. ganvixiloT TiToeuli maTgani:
1.2.2.1 kontrahirebis iZuleba komerciuli reklamisas
ramdenadaa telemauwyebeli komerciuli reklamisas

valdebuli, ganaTavsos nebismieri damkveTis mier miwode-
buli nebismieri, Tundac sareklamo rgoli, Tundac igi
absolutur SesabamisobaSi modiodes saqarTvelos moqmed
kanonmdeblobasTan?
594
raSic SeiZleba nebismieri nivTis gayidvac Sediodes.
595
Sead. Busche J., Privatautonomie unda Kontrahierungszwang, J. C . B. Mohr
(Paus Siebeck), Tübingen, 1999, 67.
596
aRniSnuli sakiTxis Taobaze ixileT: Königs Ch., Lötz S., Neumann
A., Telekommunikationsrecht, Verlag Recht und Wirtschaft GmbH, Heidelberg, 2004,
41.
183
magaliTad: specializebul mauwyebels sajarod gamoc-
xadebuli aqvs, rom eTerSi gauSvebs mxolod im reklamas,
romelic kvebis obieqtebs exeba da arxis politikac
swored am kuTxiT aqvs warmaTuli. im SemTxvevaSi, Tu
reklamas warmoadgens eleqtronuli teqnikis mwarmoebeli
kompania, mas ar eqneba survili, sakuTari programuli (sa-
mauwyeblo) politikidan gamomdinare, Tanxmoba ganacxados
aseTi saxis reklamis ganTavsebaze.597
aRniSnuli mosazrebisTvis pasuxis gasacemad saWiroa
kontrahirebis iZulebis wesi ganimartos: Tu bazarze ga-
batonebuli statusis mqone pirma ar dado xelSekruleba
Sesabamis kontrahentTan, am ukanasknels ufleba aqvs, sasa-
marTlos gziT mosTxovos aseTi xelSekrulebis dadeba.598
komerciuli reklamis ganTavsebaze da Sesabamisad, ko-
merciuli reklamis ganTavsebis Taobaze xelSekrulebis
dadebaze uaris Tqmis SemTxvevaSi sasamarTlos gziT te-
lemauwyeblis davaldebuleba SesaZlebelia. aseT SemTxve-
vaSi mavaldebulebeli norma calke gansazRvrul samar-
Tlebriv instituts aRar warmoadgens da misi ganxilva
moxdeba erTobliobaSi, xelSekrulebis Tavisuflebis
principTan erTad, 599 vinaidan mauwyebelTan reklamis gan-
Tavsebis Taobaze xelSekrulebis dadeba e.w. `sajaro
xelSekrulebas~600 warmoadgens.601
597
miuxedavad moyvanili magaliTisa, unda iTqvas, rom aseTi
SemTxvevebi praqtikaSi TiTqmis ar moiZebneba, rasac gaaCnia lo-
gikuri mizezni: mauwyeblis ZiriTadi Semosavlis wyaros reklama
(sponsoroba) warmoadgens, xolo aseT Semosavalze (miTumetes,
Tu igi xelsayreli pirobebiTaa SeTavazebuli) uari, mauwyeblis
mier damatebiT Semosavalze uaris Tqma iqneba, rac TavisTavad
ar Sedis mis interesebSi.
598
599
Sead. Bydlinski F., Zu den dogmatischen Grundfragen des Kontrahie-
rungszwanges, Vorträge, gehalten auf der Tagung der Zivilrechtslehrervereinugung
am 18. September 1979 in Bern, ACP 180 (1980), 5.
600
magaliTad, ruseTis federaciis samoqalaqo kodeqsi (muxli
426) icnobs aseT termins _ Публичный договор.
184
kontrahirebis iZulebisas bazarze gabatonebuli sta-
tusis mqone pirisTvis valdebulebis dakisrebis sakiTxis
ganxilvis SemTxvevaSi unda iqnes gansazRvruli Semdegi:
ra saxis saqmianobas eweva kompania, ra roli ekisreba sa-
zogadoebis keTildReobisTvis da ra SemTxvevaSi warmoe-
Soba xelSekrulebis dadebis valdebuleba. Tu samive Ca-
moTvlili debulebis SemTxvevaSi mas eqneba TiToeuli
maTganis ganxorcielebis valdebuleba da aseTi valdebu-
leba mis saqmianobas ar Seuqmnis raime saxis dabrkolebas,
igi valdebuli iqneba, dados xelSekruleba kontrahent-
Tan.
telemauwyeblis SemTxvevaSi, mas reklamis ganTavsebis
Taobaze xelSekrulebis dadeba ar Seuqmnis raime saxis
dabrkolebas saqmianobis ganxorcielebis TvalsazrisiT.
am msjelobidan Tu amovalT, maSin telemauwyebeli kon-
trahirebis iZulebiT SeboWilia komerciuli reklamisas,
xolo, aseT SemTxvevaSi, reklamis damkveTs ara mxolod
xelSekrulebis dadebaze pretenziis wardgenis saSualeba
eqneba, aramed, telemauwyeblis mxridan Sesabamisi moqmede-
bis ganxorcielebis moTxovnis SesaZleblobac.602
sakamaToa telemauwyebelTan xelSekrulebis dadebisas,
ramdenad arsebobs samive kriteriumi saxeze. Tumca imis
Tqma danamdvilebiT SeiZleba, rom komerciuli reklamis
ganTavsebaze mauwyeblis uaris Tqmis magaliTebi Taname-
drove praqtikaSi TiTqmis minimumamdea dayvanili.603
601
sajaro xelSekruleba unda ganvasxvavoT sajaro-
samarTlebrivi (maT Soris administraciuli) xelSekrulebisgan.
sajaro xelSekruleba wesrigdeba kerZosamarTlebrivi normebiT,
Tumca aseTi xelSekrulebis dadebis SemTxvevaSi erT-erT mxares
unda warmoadgendes bazarze iseTi statusis mqone piri, romlis
momsaxurebiTac nebismier msruvels SeeZleba isargeblos da da-
dos masTan xelSekruleba.
602
Sead. Eckert H.-W., Beck,scher Online-Kommentar BGB, Hrsg: Bamberger/Roth,
Edition 27, 2013, §145, Rn. 13.
603
aseTi magaliTi saxezea Tu mauwyebels konkretuli kontrahen-
tis mimarT uaryofiTi damokidebuleba aqvT. magaliTad, Tu maTi
gzebi sasamarTloSi gadakveTila an sxv.
185
1.2.2.2 kontrahirebis iZuleba socialuri reklamisas
socialuri reklamis ganTavsebaze xelSekrulebis da-

debis SemTxvevebs praqtikaSi mas Semdeg aRar vxvdebiT,
rac cvlileba Sevida `mauwyeblobis Sesaxeb~ saqarTvelos
kanonSi. 604 Tumca, vinaidan kanonmdebloba socialuri
reklamis ganTavsebisas ar krZalavs angariSsworebis gan-
xorcielebas, SesaZlebelia mauwyebelsa da socialuri
reklamis damkveTs Soris daidos xelSekruleba, romel-
Sic Sesabamisi pirobebi gaiwereba.605 aseT SemTxvevaSi unda
vigulisxmoT, rom saxeze iqneba kontrahirebis iZulebis
faqti.
magaliTad: saerTo mauwyebelze arakomerciulma (ara-
samewarmeo) iuridiulma pirma moindoma reklamis ganTav-
seba, romlisTvisac saproeqto biujetSi gansazRvruli
aqvs 500 (xuTasi) aSS dolari. mas gaaCnia uflebamosileba
saerTo mauwyeblis teleeTerSi socialuri reklamis gan-
TavsebisTvis dados xelSekruleba, romelSic aRniSnuli
Tanxis Sesabamisad ganaTavsebs socialur reklamas. Tu
sareklamo rgoli warmoadgens socialur reklamas, mau-
wyebels ufleba ar aqvs, uari Tqvas mis ganTavsebaze da
igi valdebuli iqneba, dados xelSekruleba (an moTxovni-
dan gamomdinare usasyidlod ganaTavsos igi).
604
cvlileba exeba mauwyeblis valdebulebas, usasyidlod da
aradiskriminaciulad ganaTavsos eTerSi warmodgenili socia-
luri reklama.
605
am SemTxvevaSic saubaria Teoriul SesaZleblobebze, vinaidan,
praqtikidan gamomdinare, usasyidlod ganTavsebis SemTxvevaSi
socialuri reklamis damkveTi ar moindomebs damatebiT Tanxis
gadaxdas.
186
1.2.2.3 kontrahirebis iZuleba
politikuri/winasaarCevno reklamisas
politikuri reklamis ganTavsebasTan dakavSirebiT

kontrahirebis iZuleba kanoniT606 pirdapiraa gaTvaliswine-
buli.607 aseT SemTxvevaSi, erTi mxriv, saxezea telemauwyeb-
lis, rogorc kerZosamarTlebrivi subieqtis interesi,
xolo, meore mxriv _ sajaro/sazogadoebrivi interesi. 608
mauwyebels erTaderTi arCevani aseT SemTxvevaSi rCeba _
saeTero drois gamoyofis ufleba. kerZod, 1 dRis ganmav-
606
saqarTvelos organuli kanonis, saqarTvelos saarCevno kodeq-
sis safuZvelze. amasTan, `normatiuli aqtebis~ Sesaxeb saqarTve-
los kanonis me-7 muxlis me-3 punqtis mixedviT, `saqarTvelos
sakanonmdeblo aqtebis, saqarTvelos konstituciuri SeTanxmebisa
da saqarTvelos saerTaSoriso xelSekrulebebisa da SeTanxmebis
mimarT moqmedebs Semdegi ierarqia: a) saqarTvelos konstitucia,
saqarTvelos konstituciuri kanoni; b) saqarTvelos konstituci-
uri SeTanxmeba; g) saqarTvelos saerTaSoriso xelSekruleba da
SeTanxmeba; d) saqarTvelos organuli kanoni; e) saqarTvelos
kanoni, saqarTvelos prezidentis dekreti, saqarTvelos parla-
mentis reglamenti~. rogorc normidan ikveTeba, ierarqiulad sa-
qarTvelos saarCvno kodeqsi ierarqiulad ufro maRla mdgomia
saqarTvelos samoqalaqo kodeqsTan SedarebiT. Sesabamisad, ar
arsebobs am SemTxvevaSi mxareTa dispoziciurobis principi, erT-
erT mxares akisria kanoniT dakisrebuli valdebuleba, rac Sesa-
sruleblad savaldebulo xasiaTisaa.
607
saqarTvelos saarCevno kodeqsis 50-e muxli.
608
sazogadoebrivi inetersi imdenad maRalia, ramdenadac arCevne-
bi qveyanaSi wlis erT-erT umniSvnelovanes movlenadaa aRiare-
buli, romelSic monawileobs qveynis TiToeuli moqalaqe (Sesa-
bamisi uflebosilebis farglebSi _ aqtiuri saarCevno uflebis
SemTxvevaSi, saqarTvelos konstituciis 28-e muxliT gaTvaliswi-
nebuli uflebis dacviT) da romlis interesic rig SemTxvevaSi
pirdapir kavSirSia mauwyeblis eTerSi Sesabamisi saagitacio sa-
kiTxTan; kerZosamarTlebrivi subieqtis (mauwyeblis) interesi
imdenad arsebobs, ramdenadac igulisxmeba, rom man sakuTar te-
leeTerSi politikuri reklamisTvis drois gamoyofa im mizniT
ganizraxa, rom miiRos ufro meti Semosavali (ar dakargos an
moipovos Sesabamisi reitingi, rac SemdgomSi pirdapir kavSirSi
iqneba SemosavalTan da a.S.).
187
lobaSi gamoyofili drois xangrZlivoba da grafiki da
saeTero drois tarifi.609
2. Sualeduri Sedegi
marTalia, telekomunikaciis sferoSi arsebuli samar-

Tlebrivi urTierToba umetes SemTxvevaSi sajarosamar-
Tlebriv urTierTobas warmoadgens da misi maregulire-
beli organi saqarTvelos komunikaciebis erovnuli komi-
siaa, magram masSi xSirad gamoiyeneba kerZo samarTlis
normebi. 610 metic, reklamis ganTavsebas umetes SemTxvevaSi
win uswrebs xelSekrulebis dadeba, romelSic mxareTa
ufleba-movaleobani da yvela arsebiTi piroba detalurad
gaiwereba.
reklamis ganTavsebis SesaZleblobidan gamomdinare,
mauwyebels ekisreba valdebuleba, sakuTar eTerSi ga-
dasces igi. kanoniT gawerili mowesrigeba ar gulisxmobs
imas, rom brunvis monawilem xelSekrulebis dadeba didi
riskis fasad unda ganaxorcielos. metic, `kanonmdebels
ar aqvs ufleba, brunvis monawile bedis anabara datovos
maRali riskis SemTxvevaSi~, 611 Tumca kontrahirebis iZu-
lebis wesis gamoyeneba rogorc socialuri da politi-
kuri, ise komerciuli reklamis SemTxvevaSia gamarTle-
buli.
Tavis mxriv, mauwyebels gaaCnia xelSekrulebis stan-
dartuli piroba, romelic mravaljeradi gamoyenebisaa.
Tanamedrove praqtikaSi TiTqmis SeuZlebelia reklamis
damkveTis mier sareklamo masalis samauwyeblo eTerSi
ganTavseba aseTi xelSekrulebis dadebis gareSe. aRniS-
nuli ki gulisxmobs imas, rom telemauwyeblis mier SeTa-
vazebuli xelSekrulebis standartuli pirobiT reklamis
damkveTis xelSekrulebis Tavisufleba izRudeba.
609
saqarTvelos saarCevno kodeqsis 50-e muxlis 1-li punqtis à~
qvepunqti.
610
Wolff S., Der Kontrahierungszwang im deutschen Telekommunikationsrecht, Ver-
lag Dr. Kovac, Hamburg, 2002, 44.
611
zoiZe b., sakonstitucio kontroli da RirebulebaTa wesrigi
saqarTveloSi, 19.
188
Tavi VI xelSekrulebis nimuSi
(telemauwyebelze reklamis ganTavsebis Taobaze)
xelSekruleba612 #_________
reklamis ganTavsebis Taobaze613/614
q. _________ ___ _________201 _ w.
erTi mxriv _ Sps `telekompania~, s/k: _________, iuridiuli

misamarTi: _________, warmodgenili misi generaluri direqto-
ris _________ saxiT (SemdgomSi _ `Semsrulebeli~), xolo
meore mxriv, Sps `reklamis damkveTi~, s/k _________, iuridi-
uli misamarTi: _________, warmodgenili misi generaluri di-
reqtoris _ _________ saxiT (SemdgomSi _ `damkveTi~), saqarT-
velos moqmedi kanonmdeblobis safuZvelze vdebT winamdebare
xelSekrulebas Semdegis Taobaze:
1. xelSekrulebis sagani
1.1 winamdebare xelSekrulebis safuZvelze Semsrulebeli

uzrunvelyofs damkveTis mier mowodebuli sareklamo
masalis ganTavsebas telekompania `_________~ satele-
vizio eTerSi winaswar SeTanxmebuli pirobebiT (wi-
namdebare xelSekrulebis danarTi _ media-gegma);
1.2 Semsrulebeli asrulebs, xolo damkveTi ixdis ga-
weuli sareklamo momsaxurebis Rirebulebas am xelSe-
krulebiTa da danarTiT gaTvaliswinebuli pirobebis
Sesabamisad.
612
warmodgenili nimuSi (xelSekruleba) warmoadgens e.w. èrTje-
rad xelSekrulebas~, romlis mixedviTac ukve gaTvaliswinebu-
lia konkretuli ganTavsebis pirobebi. angariSsworebis pirobe-
bis (rig SemTxvevebSi _ vadebis) cvlilebiT iqneboda e.w. `gene-
raluri xelSekruleba~, romelSic konkretuli Tanxaa gawerili
da ganTavseba TiToeul periodze calke SeTanxmebiT moxdeba.
613
sasurvelia xelSekrulebis TiToeul gverdze iyos mxareTa
xelmowera dafiqsirebuli.
614
reklamis ganTavsebis sakiTxTan saxelSekrulebo urTierTobis
Taobaze ixileT cxrili #9.
189
2. mxareTa ufleba-movaleobani
2.1 damkveTi valdebulia:
2.1.1 uzrunvelyos sareklamo produqciis Sesabamoba sa-

qarTvelos kanonmdeblobasTan;
2.1.2 droulad gadaixados am xelSekrulebiT (xelSekru-
lebis danarTiT) gaTvaliswinebuli Tanxa;
2.1.3 sareklamo informaciis sisworeze pasuximgebloba eki-
sreba damkveTs;615
2.1.4 Semsruleblis mimarT sareklamo masalaSi mocemuli
Sinaarsis Sesaxeb pretenziebisa an/da saCivrebis arse-
bobis SemTxvevaSi damkveTi sakuTar Tavze iRebs srul
pasuxismgeblobas momCivani (mesame) pirebis mimarT da
amiT aTavisuflebs Semsrulebels pasuxismgeblobisa-
gan;
2.1.5 jerovnad daicvas `reklamis Sesaxeb~, `saavtoro da
momijnave uflebebis Sesaxeb~ saqarTvelos kanonebiTa
da saqarTvelos moqmedi kanonmdeblobiT gaTvaliswi-
nebuli moTxovnebi;
2.1.6 damkveTi iRebs srul pasuxismgeblobas Semsrulebli-
saTvis gadacemul sareklamo masalaSi mesame piris
sakuTrebis/saavtoro uflebis darRvevis SemTxvevaSi.
2.2 damkveTi uflebamosilia:
2.2.1 moiTxovos informacia Semsruleblisgan winamdebare

xelSekrulebiT gaTvaliswinebuli momsaxurebis mim-
dinareobasTan dakavSirebiT;
2.2.2 miiRos Semsruleblisgan xelSekrulebis pirobebis
Sesabamisad gaweuli momsaxureba.
615
2.1.3, 2.1.4, 2.1.5 da 2.1.6 punqtebi reklamis Sinaarsis gansazRvri-
sas mesame pirTa uflebebis darRvevis SemTxvevaSi pasuxismgeb-
loba reklamis damkveTs ekisreba, Tumca mxareTa SeTanxmebiT
SesaZlebelia, gaTvaliswinebul iqnes sxva SemTxvevebic.
190
2.3 Semsrulebeli valdebulia:
2.3.1 droulad, xarisxianad da zustad Seasrulos winam-

debare xelSekrulebis danarTSi miTiTebuli ganTavse-
bis pirobebi;
2.3.2 sareklamo masalebi winamdebare xelSekrulebis vadis
gasvlis Semdeg daubrunos damkveTs.
2.4 Semsrulebeli uflebamosilia:
damoukideblad moawyos Tavisi samuSao procesis or-

ganizacia da uxelmZRvanelos mas, demkveTTan SeTanxmebis
safuZvelze gansazRvros xelSekrulebis sagnis Sesrule-
bisTvis saWiro meTodebi, gansaxorcielebeli saqmianobis
rigiToba da a.S.
3. xelSekrulebis Rirebuleba da angariSsworebis pi-

robebi
3.1. winamdebare xelSekrulebis Rirebuleba Seadgens _

Tanxa cifrebiT (Tanxa sityvierad) aSS dolars;
3.2. angariSsworeba ganxorcieldeba gadaxdis dRisTvis
arsebuli kursiT, ekvivalenti erovnul valutaSi _
larSi;
3.3. angariSsworeba ganxorcieldeba winamdebare xelSe-
krulebis moqmedebis manZilze, magram araugvianes mxa-
reTa mier miReba-Cabarebis aqtis gaformebidan 201_
wlis ___ ________;616
3.4. angariSsworeba xorcieldeba unaRdo wesiT Semsrule-
bis sabanko rekvizitebze.617
616
angariSsworebis pirobebi gawerilia zogadi saxiT. SesaZle-
belia mxareebi SeTanxmdnen winaswar 50%-is gadaxdaze avansis
saxiT; aseve, mxolod momsaxurebis gawevis, miReba-Cabarebis aqtis
gaformebis Semdeg mTliani Tanxis anazRaurebis saxiT da a.S.
617
umjobesia xelSekrulebaSi gaiweros Semsruleblis sabanko
rekvizitebi.
191
4. mxareTa pasuxismgebloba
4.1. damkveTis mier gadasaxdeli Tanxis dagvianebis

SemTxvevaSi Semsrulebeli uflebamosilia, moiTxovos
pirgasamtexlos _ sauravis gadaxda mTliani Tanxis
0.3%-is odenobiT yoveli vadagadacilebuli dRisTvis;
4.2. im SemTxvevaSi, Tu damkveTis sareklamo masala ar gan-
Tavsda SeTanxmebuli media-gegmis Sesabamisad, Sem-
srulebeli valdebulia, aanazRauros (ganaTavsos)
gausvleli reklama 1+1 principiT (gausvleli rekla-
mis ormagi odenoba), analogiur dros an analogiur
programebSi, an ufro reitingul drosa da progra-
mebSi (media-gegmaSi cvlileba mxareTa Soris Se-
Tanxmdeba werilobiTi formiT). aRniSnuli valdebu-
lebis Seusruleblobis SemTxvevaSi, Semsrulebeli
valdebulia, damkveTis mier werilobiT gansazRvrul
vadaSi pirgasamtexlos saxiT gadauxados damkveTs
gausvleli reklamis Rirebulebis ormagi odenoba;618
4.3. mxareebi Tanxmdebian, rom am muxlSi miTiTebuli pirga-
samtexlo warmoadgens kumulatiur pirgasamtexlos da
misi gadaxda ar aTavisuflebT mxareebs winamdebare
xelSekrulebiT nakisri valdebulebebis Sesrulebis-
gan.619
5. saavtoro-qonebrivi uflebebi da
damkveTis garantiebi
5.1. reklama ekuTvnis damkveTs, Sesabamisad reklamaze yve-

la saxis saavtoro-qonebrivi ufleba ekuTvnis mxo-
lod damkveTs;620
618
aRniSnuli warmoadgens reklamis ganTavsebis Taobaze xelSe-
krulebaSi gaTvaliswinebul, pasuxismgeblobis erT-erT yvelaze
gavrcelebul saxes.
619
mxareebi SesaZlebelia SeTanxmdnen eqskluziur pirgasamtex-
loze _ eqskluziuri pirgasamtexlos Taobaze ixileT Wanturia
l., kreditis uzrunvelyofis samarTali, 238-239.
620
SeiZleba reklama ekuTvnodes sareklamo kompanias, romelic
Suamavalia mauwyebelsa da reklamis ZiriTad damkveTs Soris,
amitom es punqti SesaZlebelia sxvagvaradac Camoyalibdes.
192
5.2. Semsrulebels damkveTTan winaswari SeTanxmebis gareSe
ar aqvs ufleba, reklama an misi raime Semadgeneli na-
wili raime formiT gadasces mesame pirebs;
5.3. damkveTi kisrulobs valdebulebas, reklamis damzade-
bisas srulad da zedmiwevniT daicvas saqarTvelos
moqmedi kanonmdebloba;
5.4. reklama araviTar SemTxvevaSi ar unda Seicavdes raime
saxis mowodebebs xelisuflebis SeiaraRebuli an/da
Zaladobrivi gziT damxobis an Secvlisken;
5.5. reklamaSi ar unda iyos Zaladobis, pornografiis, nar-
kotikuli nivTierebebis popularizaciis an/da saqarT-
velos kanonmdeblobiT akrZaluli raime sxva Sinaar-
sis Semcveli scenebi;
5.6. damkveTi kisrulobs valdebulebas, ar gamoiyenos rek-
lamis Seqmnisas iseTi saxis masala (musika, saxelwo-
deba, teqsti, vizualizacia an/da sxv.), romelzec me-
same pirs SeeZleba gaaCndes saavtoro-qonebrivi, pira-
di araqonebrivi an sxva saxis raime uflebebi aRniS-
nuli Tanxmobis gareSe an/da romlis gamoyenebis uf-
lebac mas saqarTvelos moqmedi kanonmdeblobiT ar
gaaCnia;
5.7. damkveTi kisrulobs valdebulebas, Tavad moagvaros
yvela sakiTxi mesame pirTa saavtoro da qonebriv uf-
lebebTan dakavSirebiT. reklamaze mesame pirTa saav-
toro da qonebrivi uflebebidan gamomdinare, preten-
ziebs da davebze pasuxismgebelia mxolod damkveTi.621
6. xelSekrulebis pirobebis Secvla da Sewyveta
6.1 xelSekrulebis pirobebi SeiZleba Seicvalos mxolod

mxareTa damatebiTi, werilobiTi SeTanxmebis safuZ-
velze. calmxrivad Setanili cvlileba an damateba
baTilia Setanis momentidan;
6.2 winamdebare xelSekruleba SeiZleba Sewydes mxolod
mxareTa werilobiTi SeTanxmebiT;
621
iseve, rogorc 2.1.3, 2.1.4, 2.1.5 da 2.1.6 punqtebSi gaTvaliswinebul
SemTxvevaSi, mesame pirTa uflebebis darRvevisas pasuxismgebloba
ekisreba reklamis damkveTs.
193
6.3 yvela damatebiTi SeTanxmeba an sxva raime sabuTi, rac
mxareTa mier miRebuli iqneba am xelSekrulebis moq-
medebasTan an xelSekrulebis teqstidan gamomdinare,
warmoadgens am xelSekrulebis ganuyofel nawils.
7. xelSekrulebis moqmedebis vadebi
7.1 winamdebare xelSekruleba ZalaSi Sedis mxareTa mier

masze xelmoweris momentidan da moqmedebs 201__ wlis
_____ ________ CaTvliT;
7.2 damkveTi valdebulia 7.1 punqtSi miTiTebul vadaSi
moaxdinos amave xelSekrulebiT gawerili angariSs-
woreba (araugvianes winamdebare xelSekrulebiT gawe-
rili wesis Sesabamisad, miReba-Cabarebis aqtis gafor-
mebis Semdeg);
7.3 Semsrulebeli valdebulia, mxolod mxareTa mier Se-
Tanxmebuli media-gegmis mixedviT ganaTavsos telekom-
pania `________~ eTerSi damkveTis reklama;
7.4 mxareTa mier urTierTSeTanxmebis safuZvelze SesaZle-
belia winamdebare xelSekrulebis danarTSi (media-
gegma) gawerili momsaxurebis periodis Secvla;
7.5 xelSekrulebis 7.4 punqtis arsebobis SemTxvevaSi xel-
Sekrulebis Rirebuleba (winamdebare xelSekrulebis
3.1 punqti) gaizrdeba/Semcirdeba SeTanxmebuli media-
gegmis proporciulad;622
7.6 calmxrivad Setyobinebisa da mxareTa mier xelmowe-
ris gareSe media-gegmis Secvla (xelSekrulebis Rire-
bulebis gazrda/Secvla) dauSvebelia da mas ar eqneba
iuridiuli Zala.
8. forsmaJori
8.1 winamdebare xelSekrulebis moqmedebis periodSi mxa-

reebi Tavisufldebian pasuxismgeblobisagan maTi sax-
elSekrulebo valdebulebaTa nawilobrivi an sruli
622
aRniSnuli warmoadgens konkretul pirebs Soris SeTanxmebis
sagans.
194
SeusruleblobisaTvis, Tu amgvari Seusrulebloba ga-
mowveuli iyo fors-maJoruli garemoebiT;623
8.2 forsmaJorulia garemoeba, romelTa winaswar gan-
sazRvra an Tavis arideba SeuZlebelia. kerZod: xanZa-
ri, wyaldidoba, miwisZvra, omi, bunebis an/da saxelm-
wifo organoTa mier raime saxis moqmedeba (xdomile-
ba), Tu amgvari garemoebebi uSualod zemoqmedeben
xelSekrulebis Sesrulebaze;
8.3 garemoeba CaiTvleba forsmaJorulad, Tu is warmoi-
Soba winamdebare xelSekrulebis dadebis Semdeg;
8.4 forsmaJoruli garemoebis SemTxvevaSi, winamdebare
xelSekrulebis safuZvelze, valdebulebaTa Sesrule-
bis vadebi Sesabamisad gadaiwevs zemoxsenebuli gare-
moebebis moqmedebis (arsebobis) vadiT, magram arau-
metes 30 (ocdaaTi) kalendaruli dRisa;624
8.5 mxareebi werilobiT Seatyobineben erTmaneTs forsma-
Joruli garemoebebis arsebobis Sesaxeb, maTi warmoSo-
bidan araugvianes 1 (erTi) kalendaruli dRisa;
8.6 winamdebare xelSekrulebis 8.5 punqtSi gawerili wesi
moqmedebs forsmaJoruli garemoebis moqmedebis dasru-
lebis SemTxvevaSic;
8.7 fors-maJoruli garemoebebis dadgomis (warmoSobis)
Seutyobinebloba an dagvianebuli Setyobineba, arTmevs
Sesabamis saxelSekrulebo mxares uflebas, miuTiTos
masze;
8.8 mxares, romelic daarRvevs forsmaJoruli garemoebis
dadgomis (warmoSobis) Sesaxeb Setyobinebis valdebu-
lebas, ekisreba pasuxis-mgebloba im zianisTvis, ro-
melic warmoeSoba meore mxares Seutyobineblobis Se-
degad.
623
formaJoruli garemoeba SeiZleba gaxdes momavalSi samarTle-
brivi urTierTobis safuZvelze nakisri valdebulebebis Secvlis
mizezi. saqarTvelos saerTo sasamarTloebSi arsebobs praqtika,
romlis mixedviTac, forsmaJori Secvlili garemoebebis sawyisi,
warmomSobis mizezi SeiZleba iyos _ ix. magaliTad, saqarTvelos
uzenaesi sasamarTlos 2010 wlis 6 ivlisis #as-7-6-2010 ganCineba.
624
TariRi unda ganisazRvros xelSekrulebis moqmedebis peri-
odulobis gaTvaliswinebiT.
195
9. davebi
9.1 winamdebare xelSekrulebis moqmedebis periodSi mxa-

reTa Soris warmoSobili nebismieri sadavo sakiTxi
gadawydeba urTierTmolaparakebis gziT;
9.2 mxareTa mier urTierTmolaparakebis Sedegad miuRwev-
lobis SemTxvevaSi, davis sakiTxi ganixileba saqarT-
velos moqmedi kanonmdeblobis Sesabamisad, saqarTve-
los saerTo sasamarTloebSi.
10. daskvniTi debulebebi
10.1 winamdebare xelSekrulebaze xelismomweri mxareebi

adastureben, rom amave xelSekrulebis yvela punqti
da piroba, gagebulia maT mier sworad da eTanxmebian
maT;
10.2 mxareebi adastureben, rom isini detalurad gaecnen
winamdebare xelSekrulebis danarTad warmodgenil
media-gegmas da rom mis mimarT ar gaaCniaT raime saxis
pretenzia;
10.3 yvela formaluri (oficialuri) Setyobineba (werili)
Sedgenil unda iqnes werilobiTi saxiT. igi SeiZleba
gagzavnil iqnes eleqtronuli fostis saSualebiT;
10.4 winamdebare xelSekrulebis muxlebi, punqtebi dano-
mrilia da dasaTaurebulia mxolod moxerxebulobi-
saTvis da am faqts xelSekrulebis interpretaciisaT-
vis mniSvneloba ar eniWeba;
10.5 winamdebare xelSekrulebas gaaCnia ori danarTi:
a) amave xelSekrulebis safuZvelze gasaSvebi rekla-
mis media-gegma;
b) fasdaklebis sistema;625
625
mauwyeblebis umravlesobas komerciuli reklamis ganTavse-
bisTvis dadgenili aqvs Sesabamisi tarifi da garkveuli odeno-
bis Tanxis daxarjvis SemTxvevaSi reklamis damkveTs sTavazoben
fasdaklebas. im SemTxvevaSi, Tu mauwyebels gaaCnia aseTi saxiT
SeTavazeba, igi unda daerTos danarTis saxis xelSekrulebas,
raTa Semdgom ar warmoiqmnas raime saxis dabrkoleba da gauge-
broba mxareTa Soris.
196
10.6 winamdebare xelSekrulebis 10.7 punqtSi gawerili Ti-
Toeuli danarTi warmoadgens winamdebare xelSekru-
lebis ganuyofel nawils da masTan erTad gaaCnia
analogiuri iuridiuli Zala;
10.7 winamdebare xelSekruleba Sedgenilia qarTul enaze,
ori, Tanabari iuridiuli Zalis mqone egzemplarad.
mxareebs gadaecemaT TiTo egzemplari.
11. mxareTa xelmowerebi626
mauwyebeli reklamis damkveTi
telekompania Sps `reklamis damkveTi~
___________________ _____________________
/saxeli gvari/ /saxeli gvari/
626
imis gaTvaliswinebiT, rom xelSekrulebis preambulaSi gawe-
rilia mxareTa rekvizitebi, bolo gverdze SesaZlebelia mxo-
lod xelmoweriT dafiqsirdes mxareTa nebis gamoxatva. Tumca,
TavisTavad SesaZlebelia (praqtikaSi daSvebulia), xelSekrule-
bis bolo gverdze mxareTa rekvizitebis dafiqsireba.
197
cxrili #9
saxelSekrulebo urTierToba ko-

merciuli reklamis ganTavsebisas
(sami ZiriTadi principi, romelic unda
gaiTvaliswinon mxareebma xelSekrulebis
dadebisas)
pirveli Ziri- mesame ZiriTadi

Tadi principi: principi: mxareTa
reklamis gan- meore Ziri- pasuxismgebloba
Tavsebis pe- Tadi princi-
rioduloba pi: angariSs-
worebis wesi
xelSekrulebis
Tavisufleba
(CamoTvlilia mxolod
ZiriTadi principebi, yvela
sakiTxis gansazRvra winas-
war SeuZlebelia)
198
Tavi VII pasuxismgebloba reklamis ganTavsebisas
Sesabamisi valdebulebis darRvevisTvis
reklamis gavrcelebisas mesame pirTa uflebebis darR-

vevis SemTxvevaSi umniSvnelovanesia pasuxismgeblobis sa-
kiTxi ganxilul iqnes uSualod sareklamo urTierTobebis
samarTlebrivi mowesrigebis ganxilvis TvalsazrisiT. am
mxriv, erTmaneTisgan unda gaimijnos `reklamis Sesaxeb~ da
`mauwyeblobis Sesaxeb~ saqarTvelos kanonisa da saqarT-
velos saarCevno kodeqsiT gaTvaliswinebuli samar-
Tlebrivi regulireba.
upirveles yovlisa, ganvixiloT `reklamis Sesaxeb~ sa-
qarTvelos kanonSi gawerili samarTlebrivi mowesrigeba.
aRniSnul normaSi reklamis ganTavsebisas saqarTvelos
kanonmdeblobis darRvevisTvis gaTvaliswinebuli pasux-
ismgeblobis sakiTxi yvelaze ufro detalurad V TavSia
gawerili. mniSvnelovania CamovayaliboT reklamis damkve-
Tis, mwarmoeblisa da gamavrceleblis pasuxismgeblobis
sakiTxi.627
1. pasuxismgebloba `reklamis Sesaxeb~

saqarTvelos kanonis mixedviT
1.1 reklamis damkveTis, mwarmoeblisa da

gamavrceleblis pasuxismgeblobis sakiTxi
1.1.1 reklamis damkveTis pasuxismgeblobis sakiTxi
reklamis damkveTi pasuxs agebs reklamaSi arsebuli

informaciis sisworeze, Tu ar damtkicda, rom es darRveva
moxda reklamis mwarmoeblis an gamamvrcelebis mizeziT. 628
kanonis ganmartebis mixedviT, reklamis damkveTi valdebu-
lia, uzrunvelyos sareklamo masalis kanonTan Sesabami-
soba. miTiTebuli muxli safuZvelia Tanamedrove praqti-
627
628
imave muxlis 1-li punqti.
199
kaSi Camoyalibebuli tendenciisa, romlis mixedviTac,
reklamis ganTavsebis Taobaze xelSekrulebaSi pasuxism-
gebloba informaciis sisworeze mxolod reklamis damk-
veTzea gaTvaliswinebuli.
mniSvnelovania ganimartos, Tu ras niSnavs winadadeba:
ès darRveva moxda reklamis mwarmoeblisa da gamamvrce-
leblis mizeziT~. erTi mxriv, aRniSnuli ganmarteba gu-
lisxmobs `reklamis Sesaxeb~ saqarTvelos kanonis me-20
muxlis Semdgomi punqtebiT gaTvaliswinebul sakiTxs (ro-
melic ganxilulia qveviT), xolo, meore mxriv, aseTi saxis
mowesrigeba gulisxmobs reklamis mwarmoeblis (romelic
SeiZleba Suamavali kompania iyos mauwyebelsa da reklamis
ZiriTad damkveTs Soris) an mauwyeblis mier Sesabamisi
valdebulebis darRvevas.
magaliTad, mauwyebelma sakuTari surviliT Secvala
sareklamo rgolis Sinaarsi da amiT daarRvia mesame pir-
Ta uflebebi, pasuxismgebloba daekisreba mauwyebels da
ara reklamis damkveTs.
1.1.2 reklamis mwarmoeblis pasuxismgeblobis sakiTxi
reklamis mwarmoebeli pasuxs agebs im nawilSi, ro-

melic exeba reklamis gaformebas, warmoebas an momzade-
bas. 629 miuxedavad imisa, rom Tanamedrove cxovrebaSi
araerTi sareklamo kompaniaa, zog SemTxvevebSi reklamis
damkveTi Tavadaa reklamis mwarmoebeli da, Sesabamisad,
Tavad agebs pasuxs valdebulebis darRvevisTvis.
gansxvavebulia SemTxveva, rodesac reklamis mwarmoe-
beli da reklamis damkveTi calke deben xelSekrulebas,
romliTac reklamis mwarmoebeli valdebulebas iRebs,
reklamis damkveTisTvis sareklamo rgoli daamzados. 630
629
630
am SemTxvevaSi igulisxmeba is, rom reklamis mwarmoebeli sa-
reklamo rgols amzadebs ara sakuTari surviliT, aramed rekla-
mis damkveTis mier miTiTebebis safuZvelze.
200
miuxedavad imisa, rom reklamis damkveTis miTiTebiT xdeba
sareklamo masalis damzadeba, reklamis mwarmoebeli zog
SemTxvevaSi uflebamosilia, garkveuli saxiT Tavad izru-
nos sareklamo masalis saboloo srulyofaze. 631 aseT
dros, mauwyeblis eTerSi gadacemuli reklamis darRve-
visTvis pasuxismgebloba daekisreba swored reklamis
mwarmoebels, ra Tqma unda Tu massa da reklamis damkveTs
Soris sxva saxis SeTanxmeba ar arsebobs.
1.1.3 reklamis gamavrceleblis pasuxismgeblobis sakiTxi
reklamis gamavrcelebeli pasuxs agebs im nawilSi, ro-

melic exeba reklamis gavrcelebis dros, adgils an saSu-
alebebs. 632 am mxriv mniSvnelovania mauwyeblis mier im
valdebulebebis dacva, rac Sesabamisi normebiTaa (`mau-
wyeblobis Sesaxeb~ saqarTvelos kanoniT) mowesrigebuli.
1.2 `reklamis Sesaxeb~ saqarTvelos kanonis

21-e muxli, rogor pasuxismgeblobis sakiTxis
ZiriTadi momwesrigebeli norma
`reklamis Sesaxeb~ saqarTvelos kanonis 21-e muxli sa-

reklamo urTierTobebis samarTlebrivi regulirebis yve-
laze mniSvnelovan normas warmoadgens, romelSic pasux-
ismgeblobis konkretuli saSualebebia gawerili.
miTiTebuli normis 1-li punqtiT pirdapiraa gaTvalis-
winebuli, rom sareklamo urTierTobebis darRvevisTvis
pasuxismgebloba SeiZleba daekisros rogorc fizikur, ise
_ iuridiul pirebs.
winamdebare naSromis miznebidan gamomdinare, mniSvne-
lovania arasaTanado reklamis gavrcelebasa da samau-
631
TavisTavad, aseTi saxis uflebamosileba gawerili unda iyos
Sesabamisi xelSekrulebiT.
632
punqti.
201
wyeblo reklamis samarTlebriv regulirebaze msjeloba,
romlis momwesrigebel normebsac swored `reklamis Se-
saxeb~ saqarTvelos kanonis 21-e muxlSi vxvdebiT.
1.2.1 pasuxismgebloba samauwyeblo reklamisTvis

1.2.1.1 maregulirebeli organo
`samauwyeblo reklamis maregulirebeli normebis Seu-

sruleblobisTvis Sesabamisi pasuxismgeblobis dakisrebis
uflebamosileba gaaCnia mxolod komisias~. 633 aRniSnuli
norma ZalaSi Sevida 2006 wels, romlis safuZvelzec TiT-
qos erTgvarad gauqmda reklamis ganTavsebis SemTxvevaSi
sasamarTlosadmi mimarTvis SesaZlebloba im piris mier,
romlis uflebebic dairRva misi gavrcelebiT. amave wels
`reklamis Sesaxeb~ saqarTvelos kanons daemata me-171 mux-
li, romliTac gaiwera Semdegi: `samauwyeblo reklamis
sferoSi reklamis gavrcelebis drois, ganTavsebis formi-
sa (adgilisa) da gamoyenebuli saSualebebis, agreTve sa-
mauwyeblo reklamis gamavrceleblis mier gamoyenebuli
saSualebebis, agreTve samauwyeblo reklamis gamavrce-
leblis mier `mauwyeblobis Sesaxeb~ da `reklamis Sesax-
eb~ saqarTvelos kanonebiT, saqarTvelos sxva sakanonm-
deblo aqtebiT dadgenili SezRudvebis dacvis kontrols
axorcielebls mxolod saqarTvelos komunikaciebis erov-
nuli komisia [...]~ aRniSnul normaSi gaiwera saqarTvelos
komunikaciebis erovnuli komisiis kompetencia, romlis
mixedviTac, komisias mieniWa uflebmosileba: a) miiRos ga-
dawyvetileba arasaTanado reklamis srulad an nawilo-
briv SeCerebaze an kontrreklamis ganxorcielebaze; b) sa-
mauwyeblo reklamis damrRvevs daakisros `mauwyeblobis
Sesaxeb~ saqarTvelos kanoniT gaTvaliswinebuli sanqcia;
g) mimarTos Sesabamis organoebs sisxlissamarTlebrivi
devnis dawyebis Taobaze.
633
imave kanonis 21-e muxlis me-21 punqti _ igulisxmeba saqarTve-
los komunikaciebis erovnuli komisia.
202
1.2.1.2 pasuxismgebloba arasaTanado
reklamis gavrcelebisTvis
miuxedavad zemoT miTiTebuli cvlilebisa, ucvlelad

darCa `reklamis Sesaxeb~ saqarTvelos kanonis 21-e muxlis
me-3 punqtiT gawerili qcevis wesi, romlis mixedviTac, `pi-
rebs, romelTa uflebebi da interesebi darRveulia ara-
saTanado reklamis Sedegad, ufleba aqvT dadgenili we-
siT, sarCeliT mimarTon sasamarTlos janmrTelobisa da
qonebisaTvis, saxelis, Rirsebisa da saqmiani reputaciisaT-
vis miyenebuli zianis kompensaciis Taobaze da moiTxovos
arasaTanado reklamis sajarod uaryofa~. aRniSnuli
daTqma konkretuli saxis zianis miyenebis SemTxvevaSi pi-
ris sasamarTlosadmi mimarTvis uflebas gansazRvravs.
magaliTad, Tu reklamaSi gavrcelebulia cnobebi, ramac
gamoiwvia piris janmrTelobis dazianeba nerviulobis
fonze, mas ufleba aqvs, mimarTos sasamarTlos zianis ana-
zRaurebisTvis.
miTiTebuli magaliTis mixediT, reklamis damkveTs,
mwarmoebelsa da gamavrcelebels SesaZlebelia daekisros
pasuxismgebloba, Tumca aqve aRsaniSnavia, rom maT es ar
aTavisuflebT saqarTvelos kanonmdeblobis darRvevis
aRkveTisagan da kontrreklamis ganxorcielebis Taobaze
miRebuli gadawyvetilebis Sesrulebisagan.634
miyenebuli zianis anazRaurebis moTxovnasTan dakavSi-
rebiT sainteresoa saqarTvelos uzenaesi sasamarTlos
ganmarteba, romelic arasaTanado reklamasa da Sesabamisi
pasuxismgeblobis dakisrebas exeboda.635
zogadad, saqarTvelos uzenaesi sasamarTlos praqtika
arasaTanado reklamis ganTavsebis sakiTxze mxolod erT
634
635
Tavidanve unda iTqvas, rom 2001 wels ar iyo Sesuli damateba
`reklamis Sesaxeb~ saqarTvelos kanonis 21-e muxlSi, romliTac
ar iyo gawerili saqarTvelos komunikaciebis erovnuli komisiis
mier samauwyeblo reklamis samarTlebrivi mowesrigeba.
203
saqmes icnobs da isic XXI saukunis dasawyisSia miRe-
buli. 636 saqmis arsi mdgomareobda SemdegSi: mosarCelem
sasamarTlos mimarTa im moTxovniT, rom garkveuli peri-
odis ganmavlobaSi vrceldeboda mcdari informacia, TiT-
qos ramdenime kompania gaerTianda. mosarCelis mtkicebiT,
aseTi saxis informaciis gavrceleba mas zians ayenebda,
rac 1 000 000 laris anazRaurebis moTxovnaSi gamoixate-
boda.637
sasamarTlom ar daakmayofila moTxovna araqonebrivi
zianis anazRaurebis moTxovnaze da samarTlebriv safuZ-
vlad miuTiTa `reklamis Sesaxeb~ saqarTvelos kanonis 21-e
muxlis me-3 punqti. sasamarTlom aRniSna, rom miTiTebuli
normiT kompensaciis anazRaureba xdeba sajaro uaryofis
gziT, 638 rac sakmaod sadavo ganmartebaa. Tu piri daamtki-
cebs, rom mas miadga qonebrivi ziani, rogor SeiZleba sa-
jaro uaryofam srulad aunazRauros igi?
zemoT miTiTebuli, saqarTvelos uzenaesi sasamarTlos
gadawyvetilebis miRebis Semdeg Seicvala ramdenime samar-
Tlebrivi norma, 639 magram `reklamis Sesaxeb~ saqarTvelos
kanonis 21-e muxlis me-3 punqts aseTi saxis cvlileba ar
Sexebia. kanonSi arsebuli normis safuZvelze pirs ufleba
aqvs sasamarTlos mimarTos miyenebuli reputaciis kompen-
saciis Taobaze da moiTxovs arasaTanado reklamis saja-
ro uaryofa. sasamarTlos mosazrebis sapirispirod unda
iTqvas, rom kanoni ar uTiTebs kompensaciis konkretul
formaze, igi mxolod damatebiT, arasaTanado reklamis
sajaro uaryofaze akeTebs apelirebas, romlis mixedvi-
Tac, CamoTvlili SemTxvevebidan (magaliTad, janmrTeloba
636
ix. saqarTvelos uzenaesi sasamarTlos 2001 wlis 26 dekembris
#3k/924-01 gadawyvetileba.
637
ix. imave gadawyvetilebis aRwerilobiTi nawili.
638
ix. imave gadawyvetilebis samotivacio nawili.
639
magaliTad, cvlileba Sevida saqarTvelos samoqalaqo kodeq-
sis me-18 muxlis me-3 nawili, romelic araqonebriv davebs exeba;
amave kodeqss daemata 181 muxli (personaluri monacemebis miRe-
bis ufleba).
204
da qoneba) erT-erTis gamoyenebiT miyenebuli zianis kom-
pensaciis moTxovnis SemTxvevaSi mosarCelem sasarCelo
moTxovna reklamis sajarod uaryofazec unda daayenos.
aqve xazgasasmelia, rom saqarTvelos komunikaciebis
erovnuli komisia araa uflebamosili, ganixilos pativis,
Rirsebisa da saqmiani reputaciis SelaxvisTvis zianis ana-
zRaurebis sakiTxi.
mniSvnelovania, ganxilul iqnes is SesaZlebloba, rac
pirs araqonebrivi uflebebis darRvevisTvis gaaCnia. ssk-is
me-18 muxlis me-2 nawilis mixedviT, piris pativis, Rirse-
bis, piradi cxovrebis saidumloebis, piradi xelSeuxeblo-
bisa an saqmiani reputaciis Selaxvis dacva SesaZlebelia
sasamarTlos meSveobiT. aRniSnuli norma aseve ganmartavs,
rom pirs aseTi SesaZlebloba mxolod kanoniT dadgenili
wesiT gaaCnia, rac damatebiT, specialuri kanonis gamoyene-
bas gulisxmobs. aseTi specialuri kanonia `sityvisa da
gamoxatvis Tavisuflebis Sesaxeb~ saqarTvelos kanoni,
romlis 1-li muxlis è~ qvepunqtiT gaTvaliswinebulia
ciliswamebis sakiTxi: ciliswamebad CaiTvleba arsebiTad
mcdari faqtis Semcveli da pirisaTvis zianis mimyenebeli,
misi saxelis gamtexi gancxadeba. aRsaniSnavia, rom dasax-
elebuli kanonis regulirebis sfero didia da igi
vrceldeba rogorc media saSualebebze, aseve samoqalaqo-
samarTlebriv urTierTobebze. 640 Sesabamisad, amave kanonis
me-13 muxliT pirs samoqalaqosamarTlebrivi pasuxismgeb-
loba kerZo piris 641 ciliswamebisTvis daekisreba, Tu sasa-
marTloSi mosarCele daamtkicebs, rom mopasuxis gancxa-
deba Seicavs arsebiTad mcdar faqts uSualod mosarCelis
Sesaxeb da am gancxadebiT mosarCeles miadga ziani. aRniS-
nuli normidan gamomdinare, mosarCelem, erTi mxriv, unda
640
Sead. beqaia z., saqarTvelos kanoni sityvisa da gamoxatvis Ta-
visuflebis Sesaxeb, samarTlis Jurnali `qarTuli samarTlis
mimoxilva~, tomi 7 #2-3 (1), 2004, 438.
641
sajaro piris ciliswamebis sakiTxi gawerilia `sityvisa da
gamoxatvis Tavisuflebis Sesaxeb~ saqarTvelos kanonis me-14
muxlSi.
205
daamtkicos, rom gavrcelebuli informacia warmoadgens
arsebiTad mcdar faqts da, meore mxriv, man unda daasabu-
Tos rom miadga ziani.642
magaliTad, Tu piri Tvlis, rom reklamis eTerSi gas-
vlis Sedegad dairRva misi uflebebi da miadga ziani, man
es sasamarTloze aucileblad unda daamtkicos Sesabamisi
dokumentebis (faqtebis) wardgeniT. aRniSnulis SemTxve-
vaSi mtkicebis tvirTi samarTlebrivze metad faqtobrivi
kategoriis safuZvelze ekisreba pirs, romliTac gani-
sazRvreba informaciis gamavrceleblis braleulobis sa-
kiTxi.643
araqonebrivi uflebebis darRveva zogierT SemTxvevaSi
dakavSirebulia piradi cxovrebis saidumloebaTa gasaja-
roebasTan. aRniSnuli SeiZleba komerciulad momgebiani
iyos reklamis damkveTisTvis, Tumca, Tu pirovnebis ufle-
ba dairRveva, sasamarTlos gziT reklamis damkveTs Se-
saZlebelia daekisros Sesabamisi pasuxismgebloba. aRniS-
nuli xazs usvams pirovnebis Tavisuflebis sakiTxs, rom-
lis safuZvelzec piradi monacemebis saidumloebaTa dac-
va umaRles doneze unda iyos ayvanili, Tundac igi mxo-
lod komerciul mizans emsaxurebodes.644
`reklamis Sesaxeb~ saqarTvelos kanonis 21-e muxlis me-
3 punqtidan naTlad ikveTeba, rom Sesabamisi uflebis
darRvevis SemTxvevaSi, arasaTanado reklamis gamavrcele-
642
ix. magaliTad, Tbilisis saqalaqo sasamarTlos 2012 wlis 4
maisis gadawyvetileba (saqmeSi monawile mxareebi da saqmis nome-
ri daStrixulia, Sesabamisad, SeuZlebelia am saqmis nomris mi-
TiTeba). gadawyvetilebaSi, sadac mosarCele sarCelis Setanis
mTavar safuZvlad mauwyeblebze gasuli sainformacio gamoSve-
bebSi gaJRerebul informacias asaxelebs, romelic, rogorc igi
Tvlis, winapiroba iyo misi pativisa da Rirsebis Selaxva. sasa-
marTlom sasarCelo moTxovna ar daakmayofila da ganmarta: mo-
sarCelem ver daadastura is faqti, rom gavrcelebuli informa-
cia warmoadgenda ciliswamebas.
643
Sead. saqarTvelos uzenaesi sasamarTlos 2013 wlis 25 Teber-
vlis #as-1149-1169-2011 ganCineba.
644
Sead. melqaZe o., qarTuli konstitucionalizmi, wigni pirveli,
gamomcemloba ùniversali~, Tbilisi, 2009, 203.
206
bels SeiZleba daekisros erToblivad orgvari pasuxism-
gebloba, rac TavisTavad mosarCelis prerogativas war-
moadgens da mosarCelis mier unda iqnes gansazRvruli,
ramdenad surs, garda sajarod arasaTanado reklamis ua-
ryofisa, damatebiT kompensaciis miReba.645
1.2.2 kontrreklama
kontrreklama arasaTanado reklamis uaryofis gavr-

celebis saxes warmoadgens. 646 igi ar SeiZleba reklamis
calke saxeobad moviazroT, vinaidan misi gamoyeneba Se-
saZlebelia mxolod kanoniT gaTvaliswinebul SemTxve-
vebSi da mxolod arasaTanado reklamis uaryofisTvis.
magaliTad: reklamis damkveTis mier gavrcelebuli
reklama laxavs mesame pirTa uflebebs. pirs, romelsac
amis Sedegad miadgeba ziani, an romelic CaTvlis, rom
dairRva misi ufleba, SesaZlebloba aqvs, saqarTvelos
komunikaciebis erovnuli komisias mosTxovos reklamis
damkveTisTvis pasuxismgeblobis dakireba, xolo, Tavis
mxriv, komisia iRebs gadawyvetilebas kontrreklamis gan-
xorcielebaze.647
2. pasuxismgebloba `mauwyeblobis Sesaxeb~ saqarTvelos

kanonis mixedviT
2.1 mauwyeblis angariSvaldebuleba
TiToeuli mauwyebeli valdebulia uzrunvelyos rek-

lamis Sesaxeb informaciis Sesabamisoba saqarTvelos ka-
645
aRniSnul sakiTxze arsebobs gansxvavebuli mosazrebac, rom-
lis mixedviTac, arasaTanado reklamis gavrcelebis SemTxvevaSi
pirs, romlis uflebebic dairRva, sasarCelo warmoebis dawyebis
SemTxvevaSi arasaTanado reklamis sajarod uaryofasTan erTad
kompensaciis valdebulebac moiTxovos. aseTi mosazreba ar mimaC-
nia logikurad da kanonis interpretaciis saukeTeso saSualebad.
646
ti.
647
imave kanonis me-171 punqtis à~ qvepunqti.
207
nonmdeblobasTan da licenziis/avtorizaciis pirobeb-
Tan. 648 winamdebare TavSi ganixileba angariSvaldebulebis
mxolod is nawili, romelic mxolod reklamis ganTavse-
bis sakiTxs exeba da yuradReba Segnebulad ar gamaxvil-
deba iseT Temeze, rogoricaa magaliTad, mauwyeblis mier
buRaltruli aRricxvis warmoeba649 da sxv.650
`mauwyeblis saqmianobis saqarTvelos kanonmdeblobas-
Tan Sesabamisobaze zedamxedvelobasa da kontrols axor-
cielebs mxolod saqarTvelos komunikaciebis erovnuli
komisia, garda sagadasaxado da samarTaldamcavi organoe-
bis mier maTi uflebamosilebis farglebSi ganxor-
cielebuli zedamxedvelobisa da kontrolisa~. 651 aRniS-
nuli definiciidan gamomdinare, mauwyebeli mxolod komi-
siis winaSea angariSvaldebuli, Tu man daarRvia samau-
wyeblo regulirebiT gaTvaliswinebuli qcevis wesi. gamo-
naklis SemTxvevebs warmoadgens mxolod iseTi sakiTxebi,
romelic finansebsa da sxva saxis samarTlebriv regu-
lirebas exeba. magaliTad, deklaraciis Sevsebis valde-
buleba, romelic gaaCniaT iuridiul pirebs moqmedi ka-
nonmdeblobis mixedviT, am valdebulebis darRvevisTvis
pasuxismgeblobis damakisrebeli organo komisia ar iqneba.
2.2 sanqciebi da jarima

2.2.1 sanqciebi
saqarTvelos moqmedi kanonmdeblobis mixedviT mauwyeb-

lisTvis sanqciis dakisrebis valdebuleba mxolod sa-
qarTvelos komunikaciebis erovnul komisias aqvs. 652 mas
648
punqti.
649
ix. imave muxlis 21 punqti.
650
magaliTad, imave muxlis 31 punqti _ mauwyeblis valdebuleba,
komisias miawodos informacia gasuli welSi misi aqtivebisa da
pasivebis raodenobis Sesaxeb da a.S.
651
652
imave kanonis 71-e muxlis 1-li punqti.
208
sanqciis dakisrebis valdebuleba 653 mxolod sam SemTxve-
vaSi gaaCnia:
a) Tu mauwyebeli daarRvevs saqarTvelos moqmedi ka-
nonmdeblobiT gaweril wess;
b) Tu mauwyebeli ar Seasrulebs saqarTvelos komuni-
kaciebis erovnuli komisiis gadawyvetilebebs;
g) Tu mauwyebeli ar Seasrulebs licen-
ziis/avtorizaciis pirobebs.
sanqcirebis pirveladi saxea mauwyeblis werilobiTi
gafrTxileba. amasTan, komisiam mauwyebels unda ganu-
sazRvros vada, romelSic es ukanaskneli aRmofxvris
darRvevas da Seasrulebs komisiis gadawyvetilebas.
lis me-2 punqtiT, mauwyeblis mier zemoT CamoTvlili
darRvevis komisiis gadawyvetilebiT gansazRvrul vadaSi
aRmoufxvrelobisTvis, an komisiis mier gafrTxilebis ga-
moyenebidan 1 wlis ganmavlobaSi axali darRvevis Cadenis
SemTxvevaSi komisia valdebulia, mas jarima daakisros.
magaliTad: mauwyebels licenziis safuZvelze mxolod
q. Tbilisis teritoriaze SeeZlo mauwyeblobis ganxorcie-
leba. miuxedavad amisa, man mauwyebloba ganaxorciela q.
goris teritoriazec. es faqti warmoadgens licenziiT
gaTvaliswinebuli pirobebis darRvevas da saqarTvelos
komunikaciebis erovnuli komisia valdebulia, werilobiTi
gafrTxileba misces mauwyebels da am darRvevis gamosas-
woreblad ganusazRvros vada, magaliTad, 24 saaTi. Tu
mauwyebeli miTiTebul vadaSi ar moiyvans SesabamisobaSi
653
yuradsaRebia erTi garemoeba: 2013 wlis sakanonmdeblo cvli-
lebebamde komisia iyo sanqciebisa da jarimis dakisrebaze ufle-
bamosili, anu mas SeeZlo Tavad gadaewyvita, Tu ramdenad samar-
Tlebrivi iyo aseTi RonisZiebis gatareba mauwyebelTaTvis. uka-
naskneli cvlilebebis Sedegad ki, mas daekisra aseTi qmedebis
ganxorcielebis valdebuleba, rac imas gulisxmobs, rom Tu mau-
wyebelma daarRvia kanonmdebloba, komisia valdebuleba gaata-
ros zemoT miTiTebuli RonisZiebani.
209
Tavis moqmedebas licenziiT gaTvaliswinebul pirobebTan,
komisia valdebulia SemdgomSi mas ukve jarima daakisros.
garda werilobiTi gafrTxilebisa da jarimisa, sa-
qarTvelos komunikaciebis erovnul komisias ufleba aqvs,
miiRos gadawyvetileba licenziis moqmedebis SeCerebis an
licenziis gauqmebis Sesaxeb.654
saqarTvelos komunikaciebis erovnuli komisiis gadawy-
vetileba gafrTxilebis, jarimis dakisrebis, licenziis
moqmedebis SeCerebis an licenziis gauqmebis Sesaxeb Se-
saZlebelia gasaCivrdes administraciuli saproceso ko-
deqsiT dadgenili wesiT. Tu mosarCele CaTvlis, rom ko-
misiis qmedeba aramarTlzomieria, mas ufleba aqvs moiTxo-
vos zianis anazRaureba, romlis odenobasac gansazRvravs
sasamarTlo.655
aRsaniSnavia, rom 2013 wlis cvlilebebis Sedegad amo-
Rebul iqna daTqma, romelic Semdegnairad iyo gawerili
kanonSi: ùlicenziod an/da avtorizaciis gareSe mauwyeb-
lobis ganxorcieleba kanoniT isjeba~.656
ulicenziod an/da avtorizaciis gareSe mauwyeblo-
bis ganxorcielebis SemTxvevaSi gamoiyeneboda saqarTve-
los sisxlis samarTlis kodeqsis 192-e muxli.657 dRes moq-
medi kanonmdeblobis mixedviTac, mauwyebloba, iseve, ro-
gorc saqmianobis zogierTi saxe, saWiroebs specialur ne-
654
punqti.
655
656
punqtis Zveli redaqcia, romelic aseTi saxiT gaweril iqna 2012
wlis 22 maiss, xolo igi Seicvala 2013 wlis 12 ivliss. miuxeda-
vad cvlilebisa, sisxlis samarTlis kodeqsSi aseTi normis moq-
medeba ar SeCerebula, rac imas niSnavs, rom miTiTebuli kodeq-
sis 192-e muxliT gawerili sasjelis dakisreba danaSaulis Cade-
nis SemTxvevaSi SesaZlebelia.
657
ukanono samewarmeo saqmianoba.
210
barTvas. 658 Sesabamisad, aseTi saqmianobis ganxorciele-
bisTvis saWiroa Sesabamisi licenziis miReba an/da avto-
rizacia, 659 sxva SemTxvevaSi, Tundac `mauwyeblobis Sesax-
eb~ saqarTvelos kanonSi ar iyos gawerili, aseTi saqmia-
noba SeiZleba gaxdes mauwyeblis individualuri bralis
safuZveli.660
2.2.2 jarima
sanqcirebaze saubrisas aRiniSna, rom saqarTvelos ko-

munikaciebis erovnul komisias ufleba aqvs, mauwyebels
daakisros jarima. `mauwyeblobis Sesaxeb~ saqarTvelos
kanonis 72-e muxlSi jarimis odenoba da misi gadaxdis we-
sia gaTvaliswinebuli.
jarimis odenoba ganisazRvreba Semdegi saxiT: `mau-
wyeblobis Sesaxeb~ saqarTvelos kanonis 71-e muxliT gaT-
valiswinebul SemTxvevaSi komisia Tavdapirvelad ufleba-
mosilia, mauwyebels daakisros jarima ara umetes misi
wliuri Semosavlis 0,5%-is odenobiT, magram aranakleb 2
500 larisa. 661 komisia uflebamosilia, mauwyeblis pirve-
lad dajarimebis Semdeg `mis mier denadi xasiaTis darR-
vevis gagrZelebis an/da dajarimebidan 1 wlis ganmavlo-
baSi axali erTjeradi xasiaTis darRvevis Cadenis
SemTxvevaSi~ mauwyebels daakisros jarima, romelic ar
unda aRematebodes mauwyeblis wliuri Semosavlis 1%-s,
magram ar unda iyos 5 000 larze naklebi. komisias aqvs
alternatiuli saSualeba pasuxismgeblobis dakisrebis
658
ix. mamulaSvili g., lekveiSvili m., Todua nona, gvenetaZe nino,
sisxlis samarTlis kerZo nawili, wigni I, gamomcemloba `meri-
diani~, Tbilisi, 2011, 420.
659
Sead. iqve.
660
Sead. turava m., danaSaulis moZRvreba, sisxlis samarTali,
zogadi nawili, gamomcemloba `meridiani~, 2011, 403 da Semdgomi _
individualuri brali saqarTvelos sisxlis samarTlis kodeqsis
me-7 muxlSia gaTvaliswinebuli. aRniSnuli muxlis mixedviT ua-
ryofilia e.w. individualuri bralis principi.
661
veli punqti.
211
kuTxiT, rac licenziis moqmedebis SeCerebis mizniT sa-
jaro administraciuli warmoebis dawyebas gulisxmobs.662
`mauwyeblis meored dajarimebis Semdeg mis mier de-
nadi xasiaTis darRvevis gagrZelebis an/da meored daja-
rimebis Semdeg, magram pirveli dajarimebidan 1 wlis gan-
mavlobaSi, yoveli axali erTjeradi xasiaTis darRvevis
Cadenis SemTxvevaSi komisia uflebamosilia mauwyebels
daakisros jarima ara umetes misi wliuri Semosavlis 3%-
is odenobiT, magram aranakleb 10 000 larisa, an daiwyos
sajaro administraciuli warmoeba licenziis moqmedebis
SeCerebis mizniT~.663
dajarimebis Sesaxeb saqarTvelos komunikaciebis erov-
nuli komisiis gadawyvetileba Sesabamisi motivebisa da
safuZvlis miTiTebiT mauwyebels waredgineba misi miRebi-
dan 7 dRis vadaSi. gadawyvetileba mauwyebels waredgineba
werilobiTi saxiT. 664 Tavis mxriv, kanonSi pirdapiraa gawe-
rili mauwyeblis valdebuleba jarimis gadaxdis Taobaze,
romelic unda ganxorcieldes mauwyeblisTvis gadawyve-
tilebis Cabarebidan 1 Tvis vadaSi, 665 xolo aseTi gadawy-
vetilebis Seusruleblobis SemTxvevaSi gadawyvetilebis
aRsrulebas uzrunvelyofs ssip _ aRsrulebis erovnuli
biuro.666
2.2.3 licenzis moqmedebis SeCereba/gauqmeba, rogorc

mauwyeblobis uflebamosilebis ganxorcielebis
SeCereba/Sewyveta
rogorc ukve aRiniSna, saqarTvelos komunikaciebis

erovnul komisias gaaCnia uflebamosileba, daiwyos sa-
jaro administraciuli warmoeba licenziis moqmedebis
SeCerebasTan dakavSirebiT. kanonis mixedviT, licenziis
moqmedebis SeCereba niSnavs `licenziiT nebadarTuli saq-
662
663
664
665
imave muxlis me-5 punqti _ jarimis Tanxa mauwyebelma unda
Caricxos saqarTvelos saxelmwifo biujetSi.
666
212
mianobis akrZalvas licenziis moqmedebis ganaxlebamde~. 667
licenziis moqmedebis SeCerebis sakiTxis ganxilva dasaS-
vebia mxolod im SemTxvevaSi, Tu licenziis mflobeli
arRvevs saqarTvelos kanonmdeblobis moTxovnebs, an sa-
licenzio pirobebs da am darRvevisTvis mis mimarT sanq-
ciis saxiT ukve gamoyenebulia werilobiTi gafrTxileba
da jarima. 668 rogorc vxedvaT, am SemTxvevaSi aucileblad
unda arsebobdes Semdegi winapirobebi: a) mauwyebeli unda
arRvevdes moqmedi kanonmdeblobiT gaTvaliswinebul qce-
vis wess (maT Soris saqarTvelos komunikaciebis erovnuli
komisiis gadawyvetilebebs); b) am darRvevisTvis mis mimarT
unda iyos gamoyenebuli werilobiTi gafrTxileba da ja-
rima, anu orive saxis RonisZieba erTad unda iyos gamoye-
nebuli, Torem sxva SemTxvevaSi licenziis moqmedebis Se-
Cerebis uflebamosileba komisias ar gaaCnia.
licenziis moqmedebis SeCereba xdeba Sesabamisi darR-
vevis aRmofxvramde, magram licenziis SeCerebis Sesaxeb
gadawyvetilebis miRebis dRidan ara umetes 3 Tvisa. 669
iseve, rogorc dajarimebis SemTxvevaSi, licenziis moqme-
debis SeCerebis Sesaxeb komisiis gadawyvetileba unda iyos
motivirebuli da masSi miTiTebuli unda iyos Sesabamisi
safuZveli. aRniSnuli gadawyvetilebis miRebidan 7 dRis
vadaSi igi ecnobeba mauwyebels.670
licenziis moqmedebis SeCereba ar niSnavs mauwyeblis
mier masze Sesabamisi uflebis aRdgenis SeuZleblobas.
`mauwyeblobis Sesaxeb~ saqarTvelos kanonis 73-e muxlis
me-5 punqtiT licenziis mflobelis gancxadebis safuZ-
velze komisia iRebs licenziis moqmedebis ganaxlebis
Taobaze gadawyvetilebas, Tu aRmoifxvreba is darRveva,
romlisTvisac moxda licenziis moqmedebis SeCereba.
667
668
669
670
213
calke gansaxilveli sakiTxia licenziis gauqmeba. ase-
Ti saxis uflebamosileba gaaCnia mxolod saqarTvelos
komunikaciebis erovnul komisias. 671 licenziis moqmedebis
vadis amowurvis SemTxvevaSi licenzia avtomaturad CaiT-
vleba gauqmebulad, 672 romlis Taobazec komisiis gadawy-
vetileba mauwyebels werilobiT 7 samuSao dRis vadaSi
ecnobeba. 673 / 674 licenziis gauqmeba SesaZlebelia mxolod
kanoniT mkacrad gaTvaliswinebul SemTxvevebSi. aseTi sax-
is safuZvlebia:675
a) licenziis mflobelis moTxovna;
b) licenziis mflobelis gardacvaleba (likvidacia);
g) licenziis mflobelis mier licenziiT gan-
sazRvruli samqmianobis Sewyveta weliwadSi zedized 3
Tveze meti vadiT an erTi wlis 120 dRis ganmavlobaSi;
d) licenziis moqmedebis SeCerebis vadis gasvla, Tu
licenziis mflobeli am vadaSi ar aRmofxvris komisiis
mier miTiTebul darRvevas;
e) licenziiT gansazRvruli saqmianobis dauwyebloba
komisiis gadawyvetilebiT dadgenil vadaSi.
2.3 pasuxismgebloba socialuri reklamis eTerSi

ganuTavseblobis SemTxvevaSi
mauwyeblis mier socialuri reklamis ganTavsebaze ua-

ris Tqmis SemTxvevaSi mas daekisreba `mauwyeblobis Se-
671
imave kanonis 74-e muxlis me-2 punqti.
672
673
674
aRsaniSnavia, rom `mauwyeblobis Sesaxeb~ saqarTvelos kanonSi
Svidi samuSao dRiani vada mxolod licenziis gauqmebis SemTxve-
vaSia gaTvaliswinebuli, sxva saxis regulirebaze aseT dakon-
kretebas ar vxvdebiT.
675
punqti.
214
saxeb~ saqarTvelos kanoniT gaTvaliswinebuli sanqcia _
werilobiTi gafrTixleba, xolo Semdgom _ jarima.676
kanoniT ar aris gaTvaliswinebuli calke saxis sanq-
cirebis meTodi, romelic SeiZleba daekisros mauwyebels.
zogadad, socialur reklamaze saxelmwifos mier gansxva-
vebuli sanqciis dakisreba ufro gamarTlebuli iqneboda.
igi unda gansxvavdebodes komerciul reklamis sanqcirebis
meTodisgan, vinaidan komerciuli reklamisas piri Tavisi
survilis Sesabamisad mas aTavsebs mogebis miRebis mizniT
da aqvs wminda komerciuli miznebi, komerciis sferoSi ki
erovnuli Sefasebis Tavisuflebas Zalze farTo farglebi
gaaCnia. 677 am mxriv saqarTvelos kanonmdeblobiT politi-
kuri reklamis gansxvavebuli sanqciebia gansazRvruli.
2.4 pasuxismgebloba saqarTvelos saarCevno

kodeqsis safuZvelze (politikuri reklamis
ganTavsebis sakiTxTan mimarTebaSi)
marTalia, politikuri reklamis ganTavsebis wesi ram-

denime aspeqtiT waagavs socialuri reklamis ganTavsebis
wess, magram igi garkveuli TaviseburebebiT xasiaTdeba.
Sesabamisad, misi samarTlebrivi regulirebac gansxvave-
bulia. aRniSnulis damadasturebelia pirvel rigSi, so-
cialuri reklamis samarTlebrivi mowesrigeba, romlis
676
aRniSnuli warmoadgens Cems mosazrebas, romelic dafuZnebu-
lia saqarTvelos komunikaciebis erovnuli komisiis praqtikasa
da samarTlebriv mowesrigebaze. kanonSi samwuxarod pirdapiri
miTiTeba araa socialuri reklamis gavrcelebisas pasuxismgeb-
lobis dakisrebis Taobaze, rac gulisxmobs imas, rom komisiam
unda imoqmedos im zogadi (igulisxmeba mauwyebelTa pasuxism-
geblobis sakiTxi _ angariSvaldebuleba da sanqciebi) normebiT,
rac `mauwyeblobis Sesaxeb~ da `reklamis Sesaxeb~ (magaliTad,
reklamis damkveTis pasuxismgebloba da sxv.) kanonebSia gaweri-
li.
677
ix. magaliTad, saqme `demuTi Sveicariis winaaRmdeg~ (Demuth v.
Switzerland), adamianis uflebaTa evropuli sasamarTlos 2001 wlis
27 seqtembris ganCineba, ganacxadi #238743/94.
215
safuZvelzec, uflebebis darRvevisTvis pasuxismgebloba
`reklamis Sesaxeb~ da `mauwyeblobis Sesaxeb~ saqarTve-
los kanonebiT ar aris gawerili.
saqarTvelos saarCevno kodeqsSi gawerilia saqarTve-
los komunikaciebis erovnuli komisiis roli saarCevno
procesSi mediasTan dakavSirebiT. aRniSnuli muxlis Sesa-
bamisad, komisia gansazRvravs: a) saarCevno procesSi me-
diis monawileobas da misi gamoyenebis wess; b) uzrunve-
lyofs mauwyebelTa monitorings. amisTvis mas miniWebuli
aqvs kanonismieri uflebamosileba, Seisyidos mediamoni-
toringis gansaxorcieleblad saWiro momsaxureba.678
garda aRniSnulisa, saarCevno kodeqsis 93-e muxlis me-2
punqtSi pirdapiraa miTiTebuli imis Taobaze, rom amave
kodeqsis 82-e 679 da 83-e 680 muxlebiT gaTvaliswinebul admi-
nistraciul samarTaldarRvevaTa Sesaxeb oqmebs saqarT-
velos komunikaciebis erovnuli komisia adgens.
Tanamedrove praqtikaSi arsebobs SemTxvevebi, rodesac
politikuri reklamis damkveTs mcdari warmodgena eqmneba
maregulirebeli organos mimarT da aseTad centraluri
saarCevno komisia miaCnia (SemdgomSi _ cesko). cesko samar-
TaldarRvevaTa oqmebs adgens mxolod saarCevno kodeqsis
79-e, 81-e da 86-e-92-e muxlebiT gaTvaliswinebul SemTxve-
vebSi. 681 magaliTad, winasaarCevno agitaciaSi iseTi monawi-
leoba, romelic gamoiwvevs saarCevno kodeqsiT gaTvalis-
winebuli valdebulebebis darRvevas. im SemTxvevaSi, Tu
mauwyebelma politikuri reklama ar ganaTavsa sakuTar
teleeTerSi, pirma, romelic CaTvlis, rom dairRva moqmedi
kanonmdebloba, unda mimarTos mxolod saqarTvelos komu-
nikaciebis erovnuli komisias.
678
679
imave kodeqsis 82-e muxli _ arCevnebTan dakavSirebuli sazo-
gadoebrivi azris gamokiTxvis Sedegebis gamoqveynebis wesebis
darRveva.
680
imave kodeqsis 83-e muxli _ politikuri/winasaarCevno rekla-
mis kanoniT dadgenili valdebulebis darRveviT ganTavseba.
681
imave kodeqsis 93-e muxlis 1-li punqti.
216
2.5 pasuxismgebloba komerciuli reklamis
ganTavsebis SemTxvevaSi
mauwyeblis pasuxismgeblobis 682 sakiTxi dadgeba mxo-

lod im SemTxvevaSi, Tu komerciuli reklamis ganTavsebis
wesi man daarRvia. Tu CavTvliT, rom reklamis damkveTi
nebismier sxva sakiTxze Tavadaa pasuxismgebeli, mivalT
daskvnamde, rom mauwyebelma Tavad uzrunvelyos reklamis
samauwyeblo badeSi iseTi saxiT ganTavseba, rom ar daarR-
vios `mauwyebelTa Sesaxeb~ saqarTvelos kanoniT gawerili
samarTlebrivi mowesrigeba.
cxrili #10
pasuxismgebloba reklamis ganTavsebis

SemTxvevaSi Sesabamisi uflebebis
darRvevisas _ gasaCivreba
mauwyebeli rek- reklamis damk-

lamis damkveTis veTi mauwyeblis
mimarT mimarT
komerciuli socialuri da po-

reklamis litikuri reklamis
SemTxvevaSi SemTxvevaSi
682
reklamis TiToeuli saxis ganTavsebis SemTxvevaSi Sesabamisi
pasuxismgeblobis dakisrebis Taobaze ixileT cxrili #10.
217
saxelSe-
krulebo
urTierToba mesame piri mau-
wyeblis an rekla-
mis damkveTis mi-
marT
saqarTvelos
saerTo sasa-
marTloebi
arasaTanado
saqarTvelos komu- reklamis ganTav-
nikaciebis erovnu- sebis SemTxvevaSi,
li komisia romelic laxavs
mesame pirTa uf-
lebebs
saqarTvelos komunikaciebis
erovnuli komisia
pativis, Rirsebis an saqmiani reputaciis

(piradi araqonebrivi uflebebi) da sxva uflebebis
Selaxvis SemTxvevaSi _ pirdapir saqarTvelos
saerTo sasamarTloebi
218
3. pasuxismgebloba saqarTvelos administraciul
samarTaldarRvevaTa kodeqsis mixedviT
saqarTvelos administraciul samarTaldarRvevaTa ko-

deqsis (SedmgomSi _ sask) 228-e muxlis mixedviT gan-
sazRvrulia is safuZvlebi, romlis saSualebiTac saqarT-
velos komunikaciebis erovnul komisias uflebamosileba
gaaCnia ganixilos administraciul samarTaldarRvevaTa
saqmeebi da daados pirs administraciuli saxdeli. miTi-
Tebul muxlSi gawerili safuZvlebidan winamdebare na-
SromSi mxolod erT maTganze gamaxvildeba yuradReba.
sask-is 1441 muxlis mixedviT _ mauwyeblobis sferoSi
ulicenziod an/da avtorizaciis gareSe saqmianoba an mini-
Webis gareSe radiosixSiruli speqtriT sargebloba. da-
saxelebuli muxlis pirveli nawiliT aseTi saqmianoba ga-
moiwvevs piris dajarimebas 5 000 laris odenobiT. amasTan,
igive qmedebis Cadena meored gamoiwvevs piris dajarimebas
10 000 laris odenobiT, 683 mesamed da metjer ki _ 50 000
laris odenobiT.684
aqve mniSvnelovania dasaxelebuli kodeqsis me-4 na-
wilSi gawerili mowesrigeba, romlis mixedviTac, analo-
giuri qmedeba Cadenili okupirebul teritoriebze gamoiw-
vevs piris dajarimebas 500 000 laris odenobiT, xolo aR-
niSnulis Semdeg ganmeorebiT kvlav okupirebul terito-
riaze Cadenili igive qmedeba ukve sisxlissamarTlebrivi
pasuxismgeblobis safuZvelia.685
4. Sualeduri Sedegi
komerciuli, socialuri da politikuri reklama erT-

maneTisgan mniSvnelovnad gansxvavdebian, rac pirdapir
683
saqarTvelos administraciul samarTaldarRvevaTa kodeqsis
1441 muxlis me-2 nawili.
684
imave muxlis me-3 nawili.
685
imave muxlis me-4 nawilSi _ SeniSvna.
219
kavSirSia pasuxismgeblobis wesis samarTlebriv reguli-
rebasTan. saqarTvelos kanonmdeblobaSi aris ramdenime
xarvezi, romelic aucileblad saWiroebs gamosworebas.
magaliTad, socialuri reklamis samarTlebrivi reguli-
rebisas calke ar aris gamoyofili misi ganTavsebis peri-
oduloba, romelic SeiZleba daekisros mauwyebels da sxv.
calke ganxilvis Temaa samarTlebrivi urTierTobis is
saxeebi, romlebic reklamis ganTavsebis sakiTxsa da maTi
Semdgomi gasaCivrebis SesaZleblobas exeba. magaliTad,
reklamis ganTavsebis Taobaze mauwyebelsa da kerZo kompa-
nias Soris daido xelSekruleba, romelic SemdgomSi
daarRvia mauwyebelma, rac gamoixata misi ganTavsebis pe-
riodulobis darRvevaSi. ra saxis uflebamosileba gaaCnia
kerZo kompanias, romelic reklamis damkveTs warmoadgens?
imis gaTvaliswinebiT, rom arsebobs saxelSekrulebo ur-
TierToba (rac magaliTidan ikveTeba), 686 mas SeuZlia mi-
marTos saqarTvelos saerTo sasamarTloebs.
Tu mauwyebeli reklamis ganTavsebis kanoniT gaweril
valdebulebas daarRvevs, pirs ufleba eqneba, mimarTos
mxolod saqarTvelos komunikaciebis erovnul komisias. 687
Tavis mxriv, komisia miiRebs Sesabamis gadawyvetilebas
mauwyeblis dajarimebis an sxva saxis pasuxismgeblobis
dakisrebis Taobaze. amave magaliTidan gamomdinare, Tu
mauwyebelma moindoma aseTi saxis gadawyvetilebis gasaCi-
vreba, mas mouwevs mimarTos pirdapir Tbilisis saqalaqo
sasamarTlos 688 administraciul saqmeTa kolegias, 689 / 690
686
romc ar arsebobdes saxelSekrulebo urTierToba (ar aris
aucilebeli komerciuli reklamisas xelSekrulebis dadeba),
sakiTxi warmoadgens samoqalaqo samarTliT regulirebad sfe-
ros.
687
garda araqonebrivi da zianis miyenebis sakiTxisa.
688
saerTo gansjadobis zogadi principidan gamomdinare, mopasux-
is adgilsamyofelis mixedviT.
689
ix. magaliTad, gadawyvetileba, igi gasaCivrebul iqna admini-
straciul saqmeTa kolegiaSi _ saqarTvelos komunikaciebis
erovnuli komisiis 2011 wlis 1 ivlisis #327/18 gadawyvetileba _
220
vinaidan saqarTvelos komunikaciebis erovnuli komisiis
gadawyvetileba administraciuli saCivriT ar saCivr-
deba.691/692
mniSvnelovania, ganisazRvros is, Tu rogor unda
moxdes mauwyeblis mier imis dadgena, reklama socialuria
Tu politikuri. kiTxva SeiZleba sxvagvaradac iqnes das-
muli: vis ekisreba valdebuleba, gansazRvros, reklama so-
cialuria Tu politikuri. 693 am problemis gadasaWrelad
mniSvnelovania, ganvixiloT politikuri da socialuri
reklamis kvalificirebis sakiTxi.694
<http://gncc.ge/index.php?lang_id=GEO&sec_id=7070&info_id=9203>, romel-
ic SemdgomSi gasaCivrebul iqna Tbilisis saqlaqo sasamarTlos
administraciul saqmeTa kolegiaSi _ ix. saqarTvelos uzenaesi
sasamarTlos 2012 wlis 1 martis #bs-38-38(k-12) ganCineba.
690
sainteresoa saqarTvelos sakonstitucio sasamarTlos 2007
wlis 9 noembris #1/7/436 ganCineba saqmeze Sps `kavkasus onlaini~
saqarTvelos komunikaciebis erovnuli komisiis winaaRmdeg _
mosarCelem sasamarTlos mimarTa konstituciuri sarCeliT da
moiTxova komisiis gadawyvetilebis konstituciurobis gan-
sazRvra. sasamarTlom ar miiRo konstituciuri sarCeli arsebi-
Tad gansaxilvelad. aRniSnulis mizezs warmoadgenda is, rom
saqarTvelos komunikaciebis erovnuli komisiis gadawyvetileba
individualuri samarTlebrivi aqtia rogorc formaluri, ise
materialuri niSniT da misi gasaCivrebis SesaZlebloba mxares
mxolod saqarTvelos saerTo sasamarTloebSi SeuZlia.
691
saqarTvelos komunikaciebis erovnul komisias ar gaaCnia
zemdgomi administraciuli organo.
692
Sead. xarSilaZe i., administraciuli saCivari, rogorc sarCe-
lis dasaSvebobis winapiroba, roman Sengelias 70 wlis iubile-
sadmi miZRvnili statiaTa krebuli `samarTlis problemebi~, ga-
momcemloba `samarTali~, 2012, 144.
693
am SemTxvevaSi ar igulisxmeba komerciuli reklama, romelzec
Sesabamisi angariSsworeba xorcieldeba da romelSic pirdapiraa
gaTvaliswinebuli mizani.
694
sakiTxi ganixileba ara socialuri da politikuri reklamis
urTierTgamijvnis problemis kuTxiT, aramed, mauwyeblis mxridan
socialuri da politikuri reklamis aseTad cnobis SesaZleb-
lobaze.
221
Tavidanve aRsaniSnavia, rom saqarTveloSi am sakiTxze
ar moipoveba raime saxis samecniero literatura. 695 aqedan
gamomdinare, sakiTxis ganxilvisas problemis gadaWraze
msjeloba damkvidrebuli praqtikis mixedviT unda wari-
marTos. am mxriv mniSvnelovania saqme _ a(a)ip `saqarTve-
los axalgazrda iuristTa asociacia~ (SemdgomSi _ saia)
sazogadoebrivi mauwyeblis winaaRmdeg. 696 saCivris avtorma
sxva sakiTxebTan erTad moiTxova komisiis mier sazoga-
doebrivi mauwyeblisTvis socialuri reklamis ganTavsebis
wesis gansazRvra.
saqmis viTareba iyo Semdegi: sazogadoebrivma mauwye-
belma ar ganaTavsa saia-s mier wardgenili socialuri
reklama. saia-m miiCnia, rom sazogadoebrivi mauwyebeli
valdebuli iyo, kanonis safuZvelze usasyidlod gaeTavse-
bina socialuri reklama.
ismis kiTxva: ramdenad hqonda sazogadoebriv mauwye-
bels ufleba, uari eTqva socialuri reklamis ganTavse-
baze da sad gadis zRvari socialuri reklamis ganTavse-
bis valdebulebisa da misi aseTad cnobas Soris?
komisiam aRniSnul sakiTxze msjeloba warmaTa imgva-
rad, rom mauwyebeli ar aris valdebuli, upirobod gana-
Tavsos nebismieri saxis miwodebuli videorgoli sakuTar
eTerSi. man pirvel rigSi unda Seamowmos is, Tu ramdenad
jdeba reklama saqarTvelos moqmedi kanonmdeblobiT gan-
sazRvrul definiciaSi da mxolod amis Semdeg miiRos ga-
dawyvetileba sakuTari eTeriT misi ganTavsebis an argan-
Tavsebis Taobaze. komisiam ganmarta, rom sazogadoebrivi
mauwyebeli valdebulia, mxolod samarTlebrivad Seamow-
mos sareklamo rgoli da ara Sinaarsobrivad. 697 / 698 komi-
siis ganmartebiT:
695 igulisxmeba wigni, saxelmZRvanelo, statia, monografia, sa-

doqtoro, samagistro naSromi.
696
ix. saqarTvelos komunikaciebis erovnuli komisiis 2012 wlis
16 noembris #729/18 gadawyvetileba
697
ix. igive gadawyvetileba, komisiis samarTlebrivi Sefaseba
222
ìm garemoebis gaTvaliswinebiT, rom `mauwyeblibis Sesaxeb~
da `reklamis Sesaxeb~ saqarTvelos kanonebi iTvaliswinebs sami
saxis _ komerciuli, winasaarCevno da socialuri reklamis arse-
bobas, sazogadoebrivma mauwyebelma:
a) unda ixelmZRvanelos `mauwyeblobis Sesaxeb~ da `rekla-
mis Sesaxeb~ saqarTvelos kanonebiT gaTvaliswinebuli komerci-
uli da winasaarCevno reklamis ganmartebebiT da gamoricxvis
meTodis gamoyenebiT unda imsjelos, masTan wardgenili sarek-
lamo rgoli xom ar warmoadgens komerciul an winasaarCevno
reklamas;
b) sareklamo rgolis Sefasebisas unda imsjelos, mimarTu-
lia Tu ara masTan wardgenili sareklamo rgoli sazogadoe-
brivi sikeTis xelSewyobisa da saqvemloqmedo miznebis miRwevisa-
ken da xom ar Seicavs aRniSnuli sareklamo rgoli kerZo samar-
Tlis iuridiuli piris an samTavrobo dawesebulebis, agreTve,
maT mier gaweuli momsaxurebis reklamas;
g) unda gadaamowmos, sareklamo rgolSi xom ar aris moxse-
niebuli komerciuli organizaciebi an individualuri mewarmeebi,
maTi saqonlis konkretuli markebi (modelebi, artikulebi),
agreTve, im saqonlis konkretuli markebi (modelebi, artiku-
lebi), romelic warmoadgens komerciuli organizaciebis damx-
mare samewarmeo saqmianobis Sedegs~.699
miTiTebuli ganmartebidan irkveva, rom socialuri
reklamis eTerSi ganTavsebamde, mauwyebeli valdebulia,
Seamowmos samive saxis kriteriumi da im SemTxvevaSi, Tu
TiToeuli maTgani daculi iqneba, ganaTavsos reklama
teleeTerSi.
zemoT moyvanili msjelobisa da komisiis gadawyveti-
lebis ganxilvisas SesaZlebelia paraleli politikur
reklamasTan gavavloT. imis gaTvaliswinebiT, rom poli-
698
miuxedavad imisa, rom komisias gadawyvetilebaSi naxsenebi
hyavs mxolod sazogadoebrivi mauwyebeli, analogiis safuZvelze
am mosazrebis gaTvaliswineba SesaZlebelia yvela sxva saxis
mauwyebelTan mimarTebiT (gansxvaveba iqneba mxolod socialuri
reklamis ganTavsebis periodulobaSi: `mauwyeblobis Sesaxeb~
saqarTvelos kanonis 65-e muxlis pirveli da me-2 punqtebis Sesa-
bamisad).
699
igive gadawyvetileba, komisiis samarTlebrivi Sefaseba.
223
tikuri reklamis SinaarsSi Carevis valdebuleba mauwye-
bels ar gaaCnia, 700 unda vigulisxmoT, rom mas mxolod
imis uflebamosileba aqvs, reklamis formaluri mxare
Seamowmos da amis Semdeg miiRos gadawyvetileba, ramdenad
SeiZleba sareklamo rgolis politikur reklamad dakva-
lificireba. komisiis ganmarteba gulisxmobs mauwyeblis 701
valdebulebas, reklamis sakuTar teleeTerSi ganTavse-
bamde Seamowmos, erTi mxriv, saqarTvelos kanonmdeblobis
dacvis sakiTxi, xolo, meore mxriv, misi samarTlebrivi
gamarTuloba.
700
punqti.
701
am SemTxvevaSic, marTalia, komisiis mier gadawyvetilebaSi
dasaxelebulia sazogadoebrivi mauwyebeli, magram analogiis
safuZvelze SesaZlebelia aRniSnuli uflebamosilebani gavr-
celdes sxva kerZo mauwyeblebzec.
224
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adeiSvili zurab, media da kanoni, Tavisuflebis insti-

tuti, Tbilisi, 2004.
alfaiZe Tamar, media samarTali, gamomcemloba `poli-
grad Tbilisi~, Tbilisi, 2008.
beqaia zurab, saqarTvelos kanoni sityvisa da gamoxat-
vis Tavisuflebis Sesaxeb, samarTlis Jurnali `qarTuli
samarTlis mimoxilva~, tomi 7 #2-3 (1), 2004.
biolingi hain, lutringhausi peter, saqarTvelos samo-
qalaqo kodeqsis calkeuli moTxovnis safuZvlebis siste-
muri analizi, GTZ, gamomcemloba `siesta~, Tbilisi, 2009.
bregaZe rati, saqarTvelos evrokavSirSi gawevrianebis
politikuri nebis ganxorcielebis samarTlebrivi gzebi,
naSromebis krebuli saxelwodebiT: evrokavSiri da saqarT-
velo: mimdinare sakiTxebi da momavlis prespeqtivebi, se-
riidan èvrointegracia~, saqarTvelos strategiisa da
saerTaSoriso urTierTobaTa kvlevis fondi, Tbilisi,
2009.
gegenava dimitri, sakonstitucio marTlmsajuleba sa-
qarTveloSi: samarTalwarmoebis ZiriTadi sistemuri prob-
lemebi, daviT batoniSvilis samarTlis instituti, Tbili-
si, 2012.
geferiZe daviT, evropis kavSiris samarTlis safuZvle-
bis Sesaxeb, samarTlis Jurnali `marTlmsajuleba da ka-
noni~ 4(27)’10, 2010.
gogiSvili mixeil, adamianis uflebaTa evropis sasa-
marTlo da sityvis Tavisufleba, Tengiz liluaSvilis 75
wlisadmi miZRvnili saiubileo krebuli, gamomcemloba
`jisiai~, Tbilisi, 2003.
gociriZe eva (Semdgeneli), adamianis uflebaTa evro-
puli samarTali, ganCinebaTa da gadawyvetilebaTa mimox-
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225
gugeSaSvili gvanca, arakeTilsindisieri konkurenciis
gamovlinebisa da aRkveTis zogierTi sakiTxi, samarTlis
Jurnali `samarTali~, Tbilisi, #8, 2001.
gugeSaSvili gvanca, gudvili, rogorc inteleqtua-
luri sakuTrebis obieqti da misi adgili konkurentul
urTierTobebSi, daviT batoniSvilis samarTlis insti-
daTuaSvili petre, konceliZe arCil, media da sisxlis
samarTali, saqarTvelos parlamentis erovnuli bibli-
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zarnaZe eka, saordero fasiani qaRaldi da misi samar-
Tlebrivi mowesrigebis ZiriTadi aspeqtebi, samarTlis
Jurnali `marTlmsajuleba da kanoni~, #2(29)’11, 2011.
zarandia Tamar, saxelSekrulebo valdebulebis Se-
srulebis adgili da vadebi, gamomcemloba `jisiai~, Tbi-
lisi, 2005.
zoiZe besarion, evropuli kerZo samarTlis recefcia
saqarTveloSi, sagamomcemlo saqmis saswavlo centri, Tbi-
lisi, 2005.
zoiZe besarion, sakonstitucio kontroli da Rirebu-
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226
Todua nugzar, mRebriSvili babulia, marketingis sa-
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saqarTvelos saerTo sasamarTloebis gadawyvetile-

bebi/ganCinebebi
saqarTvelos uzenaesi sasamarTlos 2001 wlis 26 dekem-

bris #3k/924-01 gadawyvetileba
saqarTvelos uzenaesi sasamarTlos 2003 wlis 16 oq-
tombris #bs-102-289-k-03 ganCineba.
233
saqarTvelos uzenaesi sasamarTlos 2004 wlis 21 ivli-
sis #as-322-605-04 ganCineba.
saqarTvelos uzenaesi sasamarTlos 2010 wlis 23 mar-
tis #as-1058-1325-09 ganCineba.
saqarTvelos uzenaesi sasamarTlos 2011 wlis 7 martis
#as-1029-965-2010 gadawyvetileba.
saqarTvelos uzenaesi sasamarTlos 2011 wlis 14 ivni-
saqarTvelos uzenaesi sasamarTlos 2012 wlis 3 Teber-
vlis #as-1329-1349-2011 gadawyvetileba.
saqarTvelos uzenaesi sasamarTlos 2012 wlis 01 mar-
tis #bs-38-38(k-12) ganCineba.
sis #bs-510-502(k-12) ganCineba.
saqarTvelos uzenaesi sasamarTlos 2012 wlis 25 oq-
tombris #as-1260-1189-2012 ganCineba.
saqarTvelos uzenaesi sasamarTlos 2013 wlis 03 ian-
vris #as-1036-971-2012 ganCineba.
saqarTvelos uzenaesi sasamarTlos 2013 wlis 25 Te-
bervlis #as-1149-1169-2011 ganCineba.
saqarTvelos uzenaesi sasamarTlos 2013 wlis 7 martis
#as-1162-1091-2012 ganCineba.
Tbilisis saqalaqo sasamarTlos 2012 wlis 28 Teber-
vlis #3/3804-12 gadawyvetileba.
Tbilisis saqalaqo sasamarTlos 2013 wlis 4 ivlisis
#3/1250-13 gadawyvetileba.
saqarTvelos sakonstitucio sasamarTlos gadawyveti-

lebani/ganCinebani
saqarTvelos sakonstitucio sasamarTlos 2002 wlis 5

noembris #2/2/180-183 gadawyvetileba saqmeze saqarTvelos
axalgazrda iuristTa asociacia, zaal tyeSelaSvili, ni-
no tyeSelaSvili, maia SariqaZe, nino basiSvili, vera ba-
234
siSvili da lela guraSvili saqarTvelos parlamentis
winaaRmdeg.
martis #2/1/241 gadawyvetileba saqmeze moqalaqe akaki go-
giCaiSvili saqarTvelos parlamentis winaaRmdeg.
ivlisis #2/3/364 gadawyvetileba saqmeze moqalaqe rusudan
tabataZe da saqarTvelos axalgazrda iuristTa asociacia
saqarTvelos parlamentis winaaRmdeg.
oqtombris #2/2-389 gadawyvetileba saqmeze saqarTvelos
moqalaqe maia naTaZe da sxvebi saqarTvelos parlamentisa
da saqarTvelos prezidentis winaaRmdeg.
noembris #1/7/436 ganCineba saqmeze Sps `kavkasus onlaini~
saqarTvelos komunikaciebis erovnuli komisiis winaaRm-
deg.
maisis #1/3/452,453 saoqmo Canaweri saqmeze saqarTvelos
axalgazrda iuristTa asociacia da saqarTvelos saxalxo
saqarTvelos sakonstitucio sasamarTlos 2008 wlis
#2/3/441 ganCineba saqmeze saqarTveloSi Tambaqos kontro-
lis CarCo konvenciis implementaciisa da monitoringis
centri saqarTvelos parlamentis winaaRmdeg.
dekembris #1/2/411 gadawyvetileba saqmeze Sps `rusenergo-
servisi~, Sps `patara kaxi~, ss `gorgota~, givi abalakis
individualuri sawarmo `fermeri~ da Sps ènergia~ sa-
qarTvelos parlamentisa da saqarTvelos energetikis sa-
ministros winaaRmdeg.
noembris #1/3/421,422 gadawyvetileba saqmeze saqarTvelos
moqalaqeebi: avTandil ungiaZe da giorgi yifiani saqarTve-
los parlamentis winaaRmdeg.
235
dekembris #1/1/493 gadawyvetileba moqalaqeTa politikuri
gaerTianebebi àxali memarjveneebi~ da `saqarTvelos kon-
servatiuli partia~ saqarTvelos parlamentis winaaRmdeg.
aprilis #2/482,483,487,502 gadawyvetileba saqmeze moqala-
qeTa politikuri gaerTianeba `moZraoba erTiani saqarTve-
losTvis~, moqalaqeTa politikuri gaerTianeba `saqarTve-
los konservatiuli partia~, saqarTvelos moqalaqeebi:
zviad ZiZiguri, kaxa kukava, daCi caguria, jaba jiSkariani,
saqarTvelos axalgazrda iuristTa asociacia, saqarTve-
los saxalxo damcveli saqarTvelos parlamentis winaaRm-
deg.
dekembris #1/1/477 gadawyvetileba saqmeze saqarTvelos
saxalxo damcveli saqarTvelos parlamentis winaaRmdeg.
aprilis #1/1/468 gadawyvetileba saqmeze saqarTvelos sax-
alxo damcveli saqarTvelos parlamentis winaaRdmeg.
aprilis #1/1/539 gadawyvetileba saqmeze saqarTvelos moqa-
laqe besik adamia saqarTvelos parlamentis winaaRmdeg.
saqarTvelos komunikaciebis erovnuli komisiis gada-

wyvetilebani/dadgenilebani

wlis 01 dekembris #10 dadgenileba.
wlis 17 dekembris #761/18 gadawyvetileba.
wlis 12 martis #2 dadgenileba.
wlis 30 ivlisis #354/18 gadawyvetileba.
wlis 24 seqtembris #451/18 gadawyvetileba.
236
wlis 01 ivlisis #327/18 gadawyvetileba.
wlis 10 aprilis #285/18 gadawyvetileba.
wlis 16 noembris #729/18 gadawyvetileba.
wlis 3 ianvris #02/1 gadawyvetileba.
wlis 11 aprilis #245/22 gadawyvetileba.
germaniis federaciis uzenaesi sasamarTlos gadawyve-

tilebani/ganCinebani:
BGH, Urteil vom 26.09.2003 _ V ZR 50/03.

BGH Beschluss 20.07.2010 VII ZR 117/08.
BGH, Urteil vom 19.07.2012 _ III ZR 71/12.
BGH, Urteil vom 07.02.2013 – III ZR 200/11 .
germaniis federaciis sakonstitucio sasamarTlos ga-

dawyvetilebani
BverfG, 28.02.1961, 2 BVG 1, 2/60.

BverfG, 15.06.1973, 536/72.
BVerfG, 2 BvC 4/10 vom 9.11.2011.
BVerfG, 2 BvC 1/11 vom 4.7.2012.
adamianis uflebaTa evropuli sasamarTlos gadawyve-

tilebani/ganCinebani
saqme: `herteli Sveicariis winaaRmdeg~ (Hertel v. Switzer-

lad) _ adamianis uflebaTa evropuli sasamarTlos 2002
wlis 17 ianvris ganCineba, ganacxadi #53440/99.
saqme: `gudvini gaerTianebuli samefos winaaRmdeg~
(Goodwin v. the United Kingdom) _ adamianis uflebaTa evro-
237
puli sasamarTlos 1996 wlis 27 martis ganCineba, ganac-
xadi #17488/90.
saqme: `demuTi Sveicariis winaaRmdeg~ (Demuth v. Switzer-
land) _ adamianis uflebaTa evropuli sasamarTlos 2001
wlis 27 seqtembris ganCineba, ganacxadi #238743/94.
internet resursi:
www.bverfg.de
www.constcourt.ge
www.fileadmin/media-cen-
ter/Dokumente/Foren/Healthcare_2007/Eberhard_Kolonko.pdf
www.gdstv.ge
www.globaltv.ge
www.gncc.ge
www.gwa.de
www.humanrights.ge
www.imedi.ge
www.iuristebi.files.wordpress.com
www.liberali.ge
www.maestro.ge
www.marketer.ge
www.matsne.gov.ge
www.medienindex.de
www.nea.ge
www.news.ge
www.nplg.gov.ge
www.parliament.ge
www.rpi-loccum.de.
www.rustavi2.com
www.sakpatenti.org.ge
www.scribd.com
www.supremecourt.ge
www.tabula.ge
www.tv9.ge
www.uefa.com
www.urheberrecht.org
238
sagazeTo publikacia:
gazeTi `24 saaTi~-s 2013 wlis 1 ivnisis gamocema _

#3292 (99).
kvlevebi
politikuri partiebis socialur-ekonomikuri progra-

mebi da maTi eqspertuli Sefaseba, 2012, proeqti ganxor-
cielebulia aRmosavleT-dasavleTis marTvis institutis
(EWMI) programebis _ `saqarTveloSi sajaro politikis,
advokatirebisa da samoqalaqo sazogadoebis ganviTareba~
(G-PAC) farglebSi. igi dafinansebulia aSS saerTaSoriso
ganviTarebis saagentos (USAID) mier.
saerTaSoriso gamWvirvaloba saqarTvelos kvleva _ me-
dia garemo saqarTveloSi, 2012.
239

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daviT batoniSvilis samarTlis instituti

reklamis ganTavseba telemauwyebelze

(saqarTvelos moqmedi kanonmdeblobis mixedviT)

teqnikuri redaqcia: simoni takaSvili

ydis dizaini: zurab beJaSvili

© sergi jorbenaZe, 2013

daviT batoniSvilis samarTlis institutis gamomcemloba

a.S. _ ase Semdeg

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