Formation and Development of Advertising Legislation

Abstract

With an emphasis on regulatory regulation, the origin, formation and development of advertising activities in the domestic economic and legal space from the time of Kievan Rus to the current period was analyzed, as well as its organizational structure in foreign practice was considered. Based on the available sources, the stages of the development of advertising as a social phenomenon are highlighted: pre-revolutionary, Soviet and modern. At the same time, in Russia, the analyzed phenomenon took shape as a demanded type of socio-economic activity only in the second half of the 19th century and was presented mainly in periodicals, namely, as advertisements of a commercial, exchange and industrial nature. In comparison with other countries, where the formation of advertising in the form that is understandable and familiar to the modern consumer took place by the 17th century, it is quite late. Today, advertising occupies an important place in the life of society and its penetration into various spheres of human life (politics, business, science, creativity, etc.) is becoming more and more obvious. Nevertheless, although in the economic market conditions of the 21st century advertising is not only necessary for successful business, but also a highly profitable area, it is often aimed at achieving far from good goals. In some cases, advertisers are so focused on selling products and obtaining financial benefits that they act against the interests of consumers, violating their rights. Of course, it would be a serious mistake to believe that the evolution of advertising as a phenomenon and related relationships is complete. On the contrary, this type of activity continues to actively develop, which entails the emergence of new issues. In accordance with this, further improvement of the regulatory system and, in general, ensuring proper legal regulation in this niche are important tasks for the Russian state.