LEGAL REGULATION OF ONLINE ADVERTISING IN E-COMMERCE: ЭЛЕКТРОН ТИЖОРАТДА ОНЛАЙН-РЕКЛАМАНИ ХУҚУҚИЙ ТАРТИБГА СОЛИШ

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, it considers advertising activity as a separate type of interaction
between its participants on a digital platform, with the help of which the manufacturer (entrepreneur) creates
the image of his 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 of products 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,
as well as a number of advantages that the use of digital technologies 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 target issues related to the legal regulation of Internet
advertising in e-commerce are substantiated.