The Georgian Competition and Consumer Agency (GCCA) has been honored with a special award by the World Bank. Our competition legislation aligns 75% with leading European practices, while consumer protection legislation reaches 85%. Through our daily decisions, we have strengthened our connection with consumers, reinforcing our dedication to fostering a competitive and fair marketplace. These accomplishments define 2024, marking yet another milestone in GCCA’s development as we celebrate our 10th anniversary.
Despite global geopolitical challenges, Georgia has successfully maintained a stable, business-friendly, and attractive investment environment. The country has ensured the uninterrupted continuation of major infrastructure and investment projects while launching new initiatives, leading to increased exports and rising tourism flows.
This economic dynamism has been particularly evident in the robust enforcement of competition legislation, especially in the high-stakes area of mergers and acquisitions. In 2024, the GCCA approved 18 merger transactions, including 2 with specific commitments, nearly matching the total number of approvals granted from 2020 to 2023 combined. This surge is driven by two key factors: unwavering regulatory oversight and the accelerated growth of Georgia’s business sector. The majority of mergers took place in the FMCG, construction, and manufacturing sectors. Notably, one of Europe’s largest beer producers made a landmark $100 million investment in Georgia.
In the realm of market investigations, two cases were resolved in 2024. One case uncovered unfair competition, while the other led to substantial recommendations aimed at strengthening competition in the online services market. Furthermore, four investigations are ongoing in the pharmaceutical, parking, fish, and online services sectors. We expect that significant decisions and recommendations will be delivered in 2025.
The GCCA also successfully completed its monitoring of export markets for agricultural products, specifically hazelnuts and blueberries. Our comprehensive assessment confirmed that these markets are vibrant, with a sufficient number of exporters ensuring robust competition. Due to high public interest, the Agency continues to closely monitor the FMCG, auto fuel, and tobacco markets. Given the rapid growth and significant concentration in these sectors, our evaluations and forthcoming recommendations will be vital. The GCCA remains committed to proactive oversight and, when necessary, will take decisive action to maintain fair competition.
The Agency also took swift action in addressing concerns related to potential dumping of cigarette imports from the Republic of Azerbaijan. In response to a fair request from local industry representatives, importers revised their pricing policies to foster competitive conditions, resulting in a negotiated resolution. Furthermore, we initiated an investigation into potential dumping of steel products from Russia and Iran, with findings and recommendations expected in 2025.
In consumer protection, the number of complaints has nearly doubled, signaling a significant increase in public awareness. The majority of these complaints concern online purchases of clothing and household appliances, with additional issues related to shipping, delivery, and restaurant services. In response, the GCCA implemented 10 operational standards, including key measures on discount practices, transparent pricing, menu price disclosures, and the provision of services in the Georgian language.
In 2024, the Government of Georgia approved a comprehensive national strategy on consumer rights, developed in collaboration with six regulatory bodies. This strategic framework will drive a series of initiatives, activities, and enforcement improvements between 2025 and 2027. Additionally, two years after the enforcement of consumer protection legislation began, a GCCA case was recognized as the best among 40 countries by the World Bank Group, earning the Agency a prestigious award - an accomplishment of great significance and pride.
The GCCA’s Training Research Center continues to play a pivotal role in enhancing employee qualifications and raising public awareness of competition and consumer rights. In 2025, in collaboration with the Ministry of Education, Science and Youth of Georgia, we plan to visit over 50 schools to educate high school students on the core principles of competition and consumer protection.
Together with our partner regulatory authorities, we successfully hosted the Third International Conference on Competition and Consumer Protection and Consumer Protection Week. As always, the GCCA actively participated in international conferences and meetings organized by UNCTAD, ICN, ICPEN, and OECD, reinforcing Georgia’s standing on the global stage.
Looking forward to 2025, our key priorities will focus on strengthening stakeholder trust and awareness, showcasing our achievements internationally, advancing legislative and enforcement mechanisms, and enhancing both digital services and physical infrastructure.
None of these milestones would have been possible without the dedication of the exceptional team at the GCCA, to whom I express my deepest gratitude. I also extend my sincere appreciation to all who have contributed to the success of the GCCA - consumers and citizens, the Government of Georgia, the Parliament, state institutions, businesses, academia, experts, and media representatives, for their active engagement and ongoing support.
Irakli Lekvinadze
Chairman of the Georgian Competition and Consumer Agency
