Advertising Regulations in Motorsports: Simple Guide for Teams and Sponsors

If you’re running a race team or a brand looking to get on a livery, you need to know what you can and can’t show. The rules aren’t random—they protect fans, keep the sport fair, and stop illegal ads from sneaking onto the circuit.

Core Rules You Can’t Ignore

First up, the FIA Advertising Code. It tells you what products are allowed on cars, helmets, and pit‑lane banners. Alcohol, tobacco, and gambling are usually off‑limits unless the event is in a jurisdiction that specifically permits them. Even then, you often need a special waiver.

Second, local laws matter. A race in the UK follows the UK Advertising Standards Authority, while a race in the UAE complies with its own strict media rules. That means you can’t use a single design worldwide without checking each country’s limits.

Third, broadcast rules. When a race is streamed or televised, the governing body may cut out certain sponsor logos to satisfy broadcasters’ own advertising contracts. If you ignore this, you could see your brand blacked out on TV and lose exposure.

How to Keep Your Campaign Clean

Start with an audit. List every logo, tagline, and product image you plan to use and cross‑check it against the FIA code and local regulations. A short spreadsheet can save you weeks of headaches.

Next, get a compliance sign‑off. Most teams have a legal or compliance officer who reviews the livery before it’s painted. If you’re a sponsor, ask the team for a copy of their compliance checklist.

Third, think digital. Social media posts, AR filters, and in‑game advertising are all subject to the same rules. If you post a video of a car with a prohibited logo, the platform might take it down and you could face a fine.

Finally, plan for the unexpected. Situations like a sudden change in sponsorship law can happen mid‑season. Keep a backup logo ready and a quick process to replace it on cars, gear, and online assets.By staying on top of these basics, you’ll keep your brand visible, avoid fines, and help the sport stay clean for fans. Got a specific question about a sponsor or a race? Drop a comment and we’ll help you sort it out.