Installment advertising in Uzbekistan: new rules and a checklist

"Only 299,000 soums a month!" is the most common line in ads for electronics, furniture and car dealers. In 2026 Uzbekistan introduced new installment advertising rules: showing the monthly payment is no longer enough, the buyer must see how much extra they pay and what the final price will be. Here is what the documents actually say, how to rebuild your ads, and how to turn this into a sales advantage.

Installment advertising rules: what the documents say

Two documents matter here.

1. Presidential Resolution PQ-265 of 15 July 2026 (lex.uz). Point 12 says that any advertisement for consumer credit, installments or deferred-payment sales to individuals must include:

• how much the buyer pays on top of the current price of the goods (work, service);
• the final cost after all payments.

The same point bans financial-service ads from promising future results or returns that cannot be determined when the contract is signed. The Competition Promotion and Consumer Protection Committee, together with the Central Bank, was to submit the draft act introducing these requirements to the Cabinet of Ministers by 1 September 2026. So check the exact start date on lex.uz under the Cabinet resolution — but it makes sense to adapt your ads now.

2. Presidential Resolution PQ-294 of 14 August 2026 (lex.uz) regulates the installment service itself. According to reviews by Buxgalter.uz and Kun.uz, the points that matter for marketing are:

• misleading information about fees and markups in advertising is prohibited;
• in stores and online shops, the base price and the installment fee (or the full cost) are shown in the same font size;
• the term is at most 12 months, and fees, fines and penalties per year may not exceed 50% of the installment amount in total;
• early repayment carries no extra charges;
• the new regime for installment service operators starts on 1 January 2027.

The Competition Committee is already acting against misleading credit ads: according to Spot.uz, more than 20 banks and microfinance organisations have been fined for misleading advertising. Enforcement is real.

Which ads are affected

Short answer: all of them that mention installments or deferred payment. The resolution says "any advertisement" and does not single out formats. In practice that means:

• paid ads on Instagram and Facebook, posts and Stories;
• Reels and TikTok videos, especially when the voiceover says "from ... a month";
• Telegram channel posts and influencer ads;
• banners, billboards, flyers, shop windows;
• websites, landing pages and product pages in online shops;
• promotional SMS (they have their own rules from 1 November — see SMS advertising rules).

Zero-markup installments are no exception. If there is no markup, say it plainly: "markup — 0 soums, final price equals the shelf price". That meets the requirement and becomes your strongest argument.

The 5 elements of an honest ad

Every installment ad should answer five questions:

1. Current price — the cash price.
2. Markup — how much extra the buyer pays (in soums).
3. Final price — after all payments.
4. Term and monthly payment — how many months and how much per month.
5. Who provides it — the store itself, a bank or an installment service.

Illustrative example for a sofa:

The new version is longer, so plan the copy in advance — you cannot add it "in small print" at the last minute.

Adapting your ads to the new rules: 6 steps

1. List every active ad

Ads Manager campaigns, pinned posts, Telegram channel announcements, the website banner, in-store price tags. Put everything that says "installment", "nasiya", "rassrochka", "a month" or "interest-free" into one spreadsheet.

2. Calculate the numbers for each product

For each item and each term: current price, markup, final price, monthly payment. Do it once in a spreadsheet and let sales managers, the designer and the media buyer use one source. When a price changes, the sheet and the ads are updated the same day.

3. Redesign the creative template

Reserve space for the price block in banners and product cards: current price, markup and final price in the same size, the monthly payment next to them. In video, show these numbers on screen and say them in the voiceover. Get the template right once and the next creatives go out fast.

4. Remove misleading words from the copy

"Only", "almost free", "even with no money on your card", "guaranteed approval" — all of these are risky. Drop phrases that promise a financial outcome too. A safe rule: every number in the ad matches the number in the contract.

5. Check the website, landing page and product pages

If an online shop shows "from ... a month" in large type and the full price in small grey text below, that conflicts with the same-font requirement of PQ-294. Both prices should sit side by side and look the same.

6. Update the sales script

If the ad is honest but the manager on the phone says "no markup, just a small service fee", the problem is back. Write the exact answer into the script: "Cash — X, installments — Y, difference — Z". How to build one — in our article on the sales script.

How transparent pricing increases sales

Many owners fear the final price will scare buyers away. In reality, a person buying on installments does the math anyway — just not with you, but comparing you with a competitor. Honest ads win here:

• Trust. The buyer sees nothing is hidden and comes to the manager ready to talk.
• Better leads. People who know the terms in advance don't vanish after asking "so how much will it be?". That saves managers' time and brings your cost per lead closer to real sales.
• The markup as an offer. If your markup is below market or zero, make it your main promise. In our Chorsu Gold Center and Global Avenue cases, interest-free installments were the core of the campaign. How to phrase an offer — in the article on the unique selling proposition.
• Early repayment. Under PQ-294 the debt can be repaid early with no extra charges. Mentioning this in the ad eases the "I'll be tied up for 12 months" fear.

This matters most for electronics and furniture stores, where installments are the main ad argument. More on the niche — how to market a furniture store; an electronics store example — the iComfort case.

Checklist before launching an ad

• The current (cash) price is shown.
• The markup is stated in soums (zero markup — "markup 0 soums").
• The final price is shown.
• Term and monthly payment add up to the final price.
• Price and markup use the same font size.
• No words like "only" or "guaranteed approval".
• In video, the numbers are on screen and in the voiceover.
• Numbers on the website and landing page match the ad.
• The sales script uses the same numbers.
• It says who provides the installments (store, bank, service).

Questions and answers

Are the rules already in force?

PQ-294 took effect on 17 August 2026, and the new operator regime starts on 1 January 2027. The PQ-265 advertising requirement is introduced through a Cabinet of Ministers resolution — check the exact date on lex.uz. Misleading advertising is already prohibited under Uzbek law, so there is no point waiting.

What if a bank or another service provides the installments?

If you place the ad, you are responsible for its content. Get a written table of markups and final prices from your partner and check the numbers in your ads against it.

Instagram ads have little space. How do I fit it all in?

Put the key numbers in the creative itself and the detailed terms in the caption, a carousel slide or a separate Stories frame. What matters is that wherever the monthly payment is visible, the markup and final price are visible too, not hidden "below".

Does this apply to real estate installments?

Under PQ-294, real estate cannot be the object of an installment service — developers offer payment plans under other contracts. But the PQ-265 requirement covers "any" credit and installment advertising. To be safe, developers should also show the markup and the final price.

Conclusion

Installment advertising is no longer one "from ... a month" line. Current price, markup, final price, term and monthly payment — all five in one place and in the same format. Keep the numbers in one spreadsheet, redesign the creative template and train managers to say the same thing. Transparent terms don't scare buyers away; they set you apart from competitors.

At Level Marketing, this is how we prepare creatives and ad copy for clients who sell on installments: clear terms and numbers that match the sales team's.

More on this topic

• Sales script: a structure for calls and Telegram
• Lead response time: how it affects sales
• Repeat sales and LTV: more revenue from existing customers