Legal Regulation of Online Advertising in E-Commerce

Abstract

The article, for the first time, examines the concept and essence of the scientific doctrine of legal regulation of online advertising in e-commerce. In this context, advertising activity is considered a separate type of interaction between its participants on a digital platform, through which the manufacturer (entrepreneur) creates the image of their product (digital product) and legal relations arising between users to whom this advertising is directed and consumers in e-commerce. From this point of view, the issues of legal regulation of consumer relations associated with the purchase of goods, works, and services in demand on the market in advertising and e-commerce are systematically studied. Most importantly, the essence of internet advertising as a digital object of legal regulation, its status as one of the most dynamically developing areas of advertising activity, and a number of advantages that the use of digital technologies provides for effective and profitable advertising for all entities are scientifically and practically covered. Based on the analysis of scientific and legislative sources, the increasingly active development of internet advertising as a form of non-personalized presentation of information about goods and/or services on the internet is considered, which, in turn, necessitates increasing the effectiveness of legal regulation in this area. Based on the results of the study, the author’s approaches and scientific conceptual points of view on problematic and targeted issues related to the legal regulation of internet advertising in e-commerce are substantiated