摘要：agencies such as ministries. Unfortunately, Sports Celebrity Endorsement Advertisement have failed to achieve the goals in Iran due to lack of appropriate laws and regulations, as well as the existing cognitive and legal lack of knowledge. Therefore, the present study aimed to identify the governing, territorial, and legal standards related to sports Celebrity Endorsement advertisement in Iran. The research is developmental based on the objective and qualitative based on the method in which content analysis was implemented. The population included sports lawyers, advertisers, policy makers and sports managers without any special number of participants in advance, as well as legal documents related to validating advertisements in Iran and other selected countries. Finally, 15 experts were selected by using purposive sampling and interviewed based on a semi-structured interview. Regarding the documents, 12 documents were analyzed based on analytical saturation criteria for analysis. The quality of the findings was verified by recoding some of the data. The set of encodings, along with a host of remarks by the researcher indicated that legal criteria include two categories of new laws, and reforming and strengthening the existing laws. Policy should be made in the areas including religious , national , cultural , ethical , sports, and sociological values. In addition, governance criteria were divided into political and economic management. Thus, it is possible to formulate advertising rules for sports figures and provide the basis for promoting advertising indicators by considering the legal policy-making criteria for sports figures.
