LEGAL REGULATION OF INTERNET ADVERTISING

The article is dedicated to the study of the concept and essence of advertising and Internet advertising in particular. The article defines legislative principles and requirements for advertising, as well as characterizes the features of Internet advertising. The author discovered the lack of separate legal regulation of Internet advertising and concluded that there is a need to improve current legislation on advertising regarding the order of placing advertising on the Internet and liability for the offense. The article classifies Internet advertising and describes each of its forms. Among them, there are display advertising, banner advertising, contextual advertising, promotion on social networks, geo-textual advertising, viral advertising, product placement in online games, e-mail as advertising, pop-up windows and spyware, electronic bulletin boards, as well as participation in ratings. Particular attention is paid to the contracts for advertisements placements on the Internet and their essential conditions. The author comes to the conclusion that legal protection of consumers of Internet advertising is insufficient and there is a necessity to increase responsibility for violation of advertising legislation on the Internet.