Zhirnova E. Civil-law regulation of trade brands' advertising

The dissertation is a completed comprehensive study of legal essence of the relations that arise in the process of trade brands' advertising. Study of features of legal regulation of trade brands' advertising has been conducted on the basis of comprehensive analysis of the social, technological and economic interdependence of its participants. The investigation has been carried out taking into account the peculiarities of such subject as advertising, which predetermines the peculiarities of the negotiating, amendment and termination of a contract of trade brands' advertising. The definition of trade brand and the concept of trade brand's advertising contract have been formulated; the content of trade brand's advertising contract, the procedure for agreeing the terms and conditions, and its negotiating have been outlined. The necessity of applying to the advertiser, who is the participant of advertising activity, the additional measures for forcing him to comply with the regulations of current legislation in the area of advertising activity.