Informing Customers About Franchisees in Belarus: What to Prepare

A shared brand does not mean that every outlet belongs to the same company. When an established business prepares to grant its first franchise, it is important to explain to customers who is selling the goods or providing the service. Transparency underpins trust in franchising, and Belarusian law also requires consumers to be informed when a brand is used under a franchise agreement. Here is how to prepare this part of the launch without creating confusion across signage, documents and online orders.

1. Distinguish the brand from the legal entity serving the customer

Belarus has no standalone franchising law, but that does not mean there are no specific rules. The relationship between the parties is governed by the Civil Code, particularly its provisions on a comprehensive business licence. Article 910 defines a franchise agreement, while Article 910-4 sets out the obligations of the user of the rights, or franchisee.

One of these obligations is to inform consumers that the trade name and other intellectual property are being used under a franchise agreement. This is not simply a recommendation about advertising. The business owner must take this obligation into account when developing the franchise model, and the franchisee must fulfil it in day-to-day operations.

The general requirements of the Republic of Belarus Law on Consumer Protection also apply, including those governing information about the seller or service provider. A franchise disclosure does not replace the mandatory details identifying the party with whom the customer is dealing.

You should therefore prepare two connected sets of information:

• Who is dealing with the customer: the name of the seller or service provider and any other mandatory details relevant to the type of business.
• The basis on which the brand is used: a clear statement that the outlet operates under a franchise agreement.

Do not substitute the network’s brand name for the franchisee’s legal name. Customers should understand the distinction between a familiar brand and the organisation accepting their order.

2. Identify every potential source of confusion

Before selling your first franchise, walk through the customer journey in your existing business. Note every point at which someone chooses a seller, places an order, pays or makes an enquiry. Then establish what will change when a franchisee operates the outlet instead of your company.

Create a working table with columns for the channel, current wording, future seller, required change and person responsible. Check at least the following:

• the entrance area and information available to visitors on the premises;
• the outlet’s page on the shared website;
• listings in directories and business search services;
• appointment, order or booking forms;
• order confirmations and customer documents;
• customer support messages and complaint response templates.

This is an internal review checklist, not a statement that the law requires an identical notice in every location listed. The specific information required and how it should be displayed depend on the business activity and sales channel.

Pay particular attention to the shared website. If a visitor selects a franchisee’s location but the order form still shows the rights holder’s details, the information is inconsistent. First establish which legal entity accepts the order and payment, then align the interface with that arrangement. Simply changing the logo will not solve the problem.

3. Prepare clear wording

Each outlet needs a short statement linking the franchisee, the brand and the basis on which it is used. A draft might read:

Seller: [franchisee’s name]. The trade name [rights holder’s name] and trade mark [mark] are used under a comprehensive business licence agreement (franchise agreement).

Adapt the wording to the rights actually granted. If the agreement does not include a trade mark, do not automatically retain the reference to one in the template. Add the mandatory information about the seller or service provider required for your type of business. Have the wording checked by a Belarusian lawyer before using it.

Do not turn the notice into a disclaimer of liability. Saying that ‘head office accepts no responsibility’ is no substitute for legal analysis and may mislead customers about their rights. The internal allocation of responsibilities between the parties does not override legal requirements.

Prepare a straightforward response for staff as well: ‘This outlet operates under the shared brand through a franchise agreement. Your seller is the organisation named in your documents. I can help direct your enquiry to the person responsible.’ This explains how the network operates without leaving customers to untangle the relationship between the parties themselves.

4. Assign responsibility for updates and check the launch

Allocate the administrative tasks in your contractual documents: who prepares the templates, who enters the business details, who displays the information and who updates shared digital channels. This allocation helps the franchisee fulfil its obligation, but does not remove that obligation.

Set out a procedure for changes to the name, address, contact details or legal entity operating an outlet. The franchisee should know whom to notify, and the management team should know which pages and templates to check. Set internal deadlines for updates without presenting them as statutory deadlines.

Before opening, run a test purchase or booking without making an actual payment. Check that the seller is the same in the order form, confirmation and prepared documents. Ask someone who was not involved in developing the franchise to answer two questions: ‘Who am I buying from?’ and ‘Where should I send a complaint?’ If the answers are unclear, the information needs further work.

Keep the approved layouts, screenshots and date of the check. This will help you identify outdated versions and trace the sequence of changes, but does not in itself guarantee compliance with every legal requirement.

Practical takeaway: before launching your first franchised outlet, prepare a consistent set of notices, complete them with the franchisee’s actual details and check the entire customer journey. The brand may be shared, but the seller’s identity and the basis on which the brand is used must remain clear.