Advertising activity, marketing, media representation

An unqualified (free) trade (field no. 66) covering the creation and dissemination of advertising, marketing and promotional campaigns, online marketing, social-media management and media representation. It requires no professional qualification; it is enough to meet the general conditions under Section 6 of the Trade Licensing Act.

Conditions for operating

Unqualified (free) trade - professional qualification is not proven (Annex 4 to the Trade Licensing Act).
Full legal capacity (Section 6(1)(a) of the Trade Licensing Act).
Clean criminal record (Section 6(1)(b) and (2) of the Trade Licensing Act - verified by the office from the Criminal Records Register).
The option to appoint a responsible representative under Section 11 if you do not meet the conditions yourself (one person may act as responsible representative for no more than 4 entrepreneurs).

Examples of activities

creation of advertising and advertising materials
planning and delivery of marketing campaigns
online and performance marketing
management of profiles and campaigns on social media
media representation and purchase of advertising space
market research and sales promotion
outdoor advertising and leaflet distribution
organisation of promotional events

What this trade is and what it is for

The trade "Advertising activity, marketing, media representation" is field number 66 of the single unqualified (free) trade (Annex 4 to the Trade Licensing Act, Act No. 455/1991 Coll.). It entitles you to provide a wide range of services in the area of promotion, advertising and marketing for firms, institutions and individuals.

This trade covers the preparation, creation and dissemination of advertising in all media, the planning and delivery of marketing and promotional campaigns, media representation (arranging the purchase and sale of advertising space and time) and related advice. It is one of the most frequently notified activities in the country, because it covers modern digital marketing, social-media management and classic advertising.

As an unqualified (free) trade, it is accessible to practically anyone who meets the general conditions. You need not prove any education or experience in the field.

What falls under this trade (and what does not)

Field no. 66 includes in particular:

creation of advertising and advertising materials (copy, graphics, spots, banners),
planning and running of marketing and advertising campaigns,
management of profiles and campaigns on social media, online and performance marketing,
media representation and the brokering of advertising space in print, radio, television or online,
market research and marketing analysis, sales promotion, loyalty programmes,
outdoor advertising, delivery and distribution of advertising leaflets, organisation of promotional events.

Be mindful of the boundaries with other fields of the unqualified trade. The production and printing of advertising printed matter itself falls under field no. 14 (Publishing activities, printing production, bookbinding and copying work), which also covers the publishing of newspapers or magazines. Professional photography belongs to field no. 68 (Photographic services), and graphic, design and window-dressing activity to field no. 67 (Design, styling, window-dressing activity and modelling). If, within advertising, you develop software or websites, you touch on field no. 56 (Provision of software, consultancy in information technology, ... and web portals). You can easily notify these fields together - see below.

Conditions for obtaining it under the law

Because this is an unqualified (free) trade, no professional qualification is required. You therefore do not prove education, an apprenticeship certificate or experience. It is enough to meet only the general conditions under Section 6 of the Trade Licensing Act:

full legal capacity (which may be replaced, for a minor, by a court's approval of the legal representative's consent),
clean criminal record - within the meaning of Section 6, a person is not regarded as having a clean record if they have been finally convicted of an intentional criminal offence committed in connection with the business or with the subject of business for which the trade licence is sought.

For natural persons, the office verifies the clean criminal record itself from the Criminal Records Register. For a notifiable trade, the trade licence arises under Section 10(1)(a) usually on the day of notification.

If you yourself do not meet some condition, or you wish to have the business covered by another person, you may appoint a responsible representative under Section 11. They must meet the general conditions and are responsible for the proper operation of the trade and compliance with legal regulations; one person may act as responsible representative for no more than 4 entrepreneurs.

How to notify or obtain the trade step by step

Fill in the Unified Registration Form (JRF) - with a single form you notify the trade and may at the same time register for income tax and for social and health insurance.
Submit the notification under Section 45 of the Trade Licensing Act at any municipal Trade Licensing Office (central registration point), electronically via the rzp.gov.cz portal, or through Czech POINT.
Prove your identity and pay the administrative fee.
Wait for the entry - the Trade Licensing Office makes the entry in the Trade Register within 5 working days of the notification being delivered (Section 47(1)) and assigns you a company ID (ICO) if you do not have one yet.

Because this is one field of the single unqualified trade, you may state several fields at once for a single administrative fee when notifying. A detailed procedure is set out in the guide How to start a trade.

Documents and fees

Completed JRF (the trade notification).
Proof of identity (identity card or passport).
Proof of payment of the administrative fee.
Administrative fee for the trade notification: CZK 1,000 (CZK 800 for an electronic submission via rzp.gov.cz) under Act No. 634/2004 Coll., on administrative fees.
Adding another field within an already notified unqualified trade: CZK 0 (free of charge).
Professional qualification is not proven - this is an unqualified (free) trade.

Frequently asked questions

Do I need education or experience for advertising and marketing activity?

No. This is an unqualified (free) trade for which professional qualification is not proven. It is enough to meet the general conditions under Section 6 (legal capacity and a clean criminal record).

How much will I pay for the notification?

The administrative fee is CZK 1,000, or CZK 800 for an electronic submission. If you already have the unqualified trade and are just adding field no. 66, it is free of charge.

Can I have several fields on one trade licence?

Yes. There is only a single unqualified trade and it comprises dozens of fields of activity (numbered in Annex 4 up to field no. 82). You may notify several at once for a single fee, for example advertising together with photography (field no. 68) or the brokering of trade and services (field no. 47).

How soon can I start doing business?

The licence arises on the day of notification, so you can do business immediately. The office makes the entry in the Trade Register within 5 working days.

Can I carry out the activity from home?

Yes. For predominantly online or office services it is usually enough to state a registered office and any business premises; check the specific obligations at the Trade Licensing Office.