Romania Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in Romania, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals.
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Selling Factors and Techniques
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Price, payment conditions, value, and quality are critical factors for success in Romania’s business and consumer markets. European competitors have a tariff-free status within the EU. In addition to a competitive price, American firms need to demonstrate a clear qualitative value proposition. Public-procurement- wise, the main (sometimes unique) winning criterion is the price (N.B - all tender documentations are publicized in Romanian; however, many Romanians will understand English).

View the Romanian site where all the public tenders are advertised.

View additional information regarding public procurement, tenders and contracts within the European Union.

Trade Promotion & Advertising

According to the European Audiovisual Observatory, there are more than 40 on-demand audiovisual services including main broadcasters’ catchup TV services. The main distribution companies - RCS/RDS, Telekom Romania, and Orange - also offer on-demand services of their own alongside third-party services such as HBO on Demand. Voyo is the SVOD service of Pro TV (part of the Central European Media Enterprises). Netflix is also available in Romania.

The main players are internationally known advertising agencies, multinational media agencies and global brand advertisers. The largest advertising investments come from companies working in telephone services, retail, and fast-moving consumer goods.

Romania’s media market ended in 2024 on a stable growth trajectory, despite economic and geopolitical challenges, surpassing previous forecasts. Cyclical sports events such as UEFA Euro 2024 and the Paris 2024 Olympics, alongside multiple electoral rounds, have driven a significant increase in advertising revenues. These revenues grew by 11% in 2024 compared to the previous year, reaching a total value of €778 or $874 million, according to estimates by Initiative Romania, the company behind MediaFactBook, the only annual report analyzing Romania’s media and advertising market.

Key Links:

  • National Audiovisual Council of Romania  
  • International Advertising Association: IAA
  • The Romanian Advertising Association UAPR
  • IAB Romania – member of IAB Europe
  • Initiative Romania - MediaFactBook

Pricing

Exporters can realize greater sales success by quoting prices in local currency and offering credit terms instead of Letters of Credit or cash in advance. Numerous banks in the United States and Romania offer appropriate trade finance tools to manage both currency and payment risk. The U.S. Export-Import Bank and private providers offer credit insurance for Romanian buyers, as well.

Links:

Romania Inflation Rate in 2025

Inflation in the euro area in 2025 - Statistics Explained

Sales Service/Customer Support

After-sales customer service and support are still developing among Romanian businesses. Therefore, Romanian consumers are increasingly sensitive to the quality of after-sales services in their buying decisions. American firms generally hold an advantage in this area, but local partners may prove a weak link that damages brand perception. U.S. companies should be prepared to work closely with and train and certify local partners (distributors, value-added resellers) to help them develop their service and support capabilities.

Conscious of the discrepancies among EU Member States in product labeling, language use, legal guarantee, and liability, the EU has launched several initiatives aimed at harmonizing national legislation. Suppliers within and outside the EU should be aware of existing and upcoming legislation affecting sales, service, and customer support.

Product Liability

Under the 1985 Directive on Liability of Defective Products, amended in 1999, the producer is liable for damage caused by a defect in his product. The victim must prove the existence of the defect and a causal link between defect and injury (bodily as well as material). A reduction in liability of the manufacturer is granted in cases of negligence on the part of the victim.

Product Safety

The 1992 General Product Safety Directive introduces a general safety requirement at the EU level to ensure that manufacturers only place safe products on the market. It was revised in 2001 to include the following: an obligation for the producer and distributor to notify the Commission in case of a problem with a given product, provisions for its recall, the creation of a European Product Safety Network, and a ban on exports of products to third countries that are not deemed safe in the EU. The legislation is still undergoing review.

Legal Warranties and After-sales Service

Under the 1999 Directive on the Sale of Consumer Goods and Associated Guarantees, professional sellers are required to provide a minimum two-year warranty on all consumer goods sold to consumers (natural persons acting for purposes outside their trade, businesses, or professions), as defined by the Directive. The remedies available to consumers in case of non-compliance are:

  • Repair of the good(s)
  • Replacement of the good(s)
  • A price reduction
  • Rescission of the sales contract

Principal Business Associations

The American Chamber of Commerce in Romania (AmCham Romania) is a Romania-based advocacy and business growth association in Romania which has played a leading role in Romania’s business growth and contributing to increased trade and investment ties between Romania and the United States for over 30 years.

The American-Romanian Business Council (AMRO) is a U.S.-based based non-profit organization that promotes commercial relations between the United States and Romania. The mission of the Council is to enhance American-Romanian trade and investment, advance the American-Romanian bilateral relationship, and educate the public about its importance.

Further information, including directories of local professional service providers and principal business associations that offer clear value to U.S. firms may be obtained through the U.S. Commercial Service in Bucharest, Romania

Limitations on Selling U.S. Products and Services

Generally, there are no absolute restrictions regarding the sale of U.S. products and services in Romania. However, applicable legislation does provide specific requirements for the manufacturing, import, trade, sale, and supply of certain products and services in the country. Foreign entities and individuals may need to obtain specific authorizations, licenses, permits, endorsements, and approvals and to set up local/EU subsidiaries. Some noteworthy examples are:

  • Pharmaceutical products may only be imported and sold in Romania if they are authorized for marketing in the country and their price is approved by the Romanian Ministry of Health
  • Medical devices can only be placed on the Romanian market if they bear the CE marking
  • Food supplements must be notified and approved by the local regulatory authorities to be traded in Romania
  • Imports and sales of firearms, ammunition, and explosives are subject to specific licenses and authorizations
  • Transportation, telecommunications, and audiovisual services are subject to licensing in Romania
  • Trade in nuclear products has a specific legal regime and requires mandatory authorizations
  • The trade, supply, distribution, transmission, and generation of energy generally require specific authorizations and a physical presence in Romania (subsidiary, branch, office, etc.)
  • For financial services, capital market activities, payments, and e-money institutions, a U.S. entity must obtain specific authorizations and have a subsidiary located in Romania or another EU member state.

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Global Business Navigator Chatbot Beta

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