Horror footage shows bodies lying on the ground after Russian soldiers allegedly shot them outside a bakery in the city. A reporter for Ukrainian publication Suspilne on the ground in Chernihiv first shared the video online. The alleged shooting took place on Wednesday at around 10am local time (8am UK time), according to Suspilne, which means Public.
It wrote: "In Chernihiv, in one of the city's dormitories, Russian troops fired on people standing in line for bread.
"This was reported by the correspondent of Public from the scene.
"According to her, the shelling took place on March 16 around 10am. The shelling killed at least 10 civilians."
The US Embassy in Kyiv has also reported on the alleged massacre.
"Today, Russian forces shot and killed 10 people standing in line for bread in Chernihiv," it tweeted.
"Such horrific attacks must stop. We are considering all available options to ensure accountability for any atrocity crimes in Ukraine."
Russia's Ministry of Defence on Wednesday evening brazenly denied any involvement in the attack in Chernihiv.
It claimed there were no Russian servicemen in the city, and that any civilians killed were victims of "Ukrainian nationalists".
The agency also said videos may have been faked. It comes as Russian soldiers were filmed apparently shooting dead a Ukrainian civilian in cold blood as he held his hands up and surrendered. The distressing clip shows the man getting out of his car and surrendering before dropping to the ground almost immediately.
German broadcaster ZDF, which obtained the drone footage, reports that the incident appears to have taken place on the afternoon of March 7, on the E40 expressway outside Kyiv. The video shows a Russian tank parked near a petrol station while a man in a silver vehicle turns his car around and stops.
He can be seen getting out of the car with his hands up - but a few moments later he drops to the ground after being shot. The footage later showed a woman and a child who were also travelling with the man being led by soldiers into a nearby forest but it remains unclear what happened to them, ZDF said.
Russian soldiers can be seen approaching the man and then dragging his body to the side of the road. The outlet spoke to the operator of the drone, a Ukrainian volunteer with the "Bugatti Company".
He showed them the device, a Mavic III, and said he had been tasked with observing Russian positions on the E40 highway. Reports claim the silver hatchback was later burnt.