Zorina Y. Civil legal relations in advertising activity.

The thesis highlights the vital theoretical and practical problems in the field of elucidation of advertising as the legal science. To this end the author distinguishes certain civil legal aspects in advertising and searches the most optimum regulation form in the context of modern advertising means; conducts a comparative study of the modern Ukrainian advertising legislation from the position of Civil law and legislative principles of member states of the European Union, the USA, Russia in the field of advertising; studies court practice in settling the cases connected with advertising. In the present study recommendations concerning the possibilities to improve the existing regulation mechanism are given. A special emphasis is made at efficiency, e.g. implementation of the substantive norms in practice. Starting from the results achieved, the author states that the prevailing presence of civil legal relations in advertising suggests the implementation of regulation of new forms of advertising and inconnection with it presents new conceptual structures.