ADVERTISING CONTRACT: LEGAL NATURE AND ENFORCEMENT

Abstract

The article considers the problem of legal nature and enforcement of the advertising contract. The research procedures include empirical methods of comparison, description, interpretation, theoretical methods of formal and dialectical logic, historical-legal and comparative-legal methods. The result of the study is identification of some problems of legal regulation of the advertising contract: the lack of standardized regulations of advertising contractual relations and non-consideration of the use of advanced technologies in this field in the laws of the Russian Federation. Proceeding from these facts the authors argue the need of making legislative provisions to regulate advertising contractual relations. It is concluded that the advertising contract is a type of civil contracts for which it is essential to convey the information on the product to the consumer to increase revenues. This contractual structure should be excluded from the group of contracts considered in the Civil Code of the Russian Federation, and make it a distinct type possessing the purpose and legal regulation of its own.