Kiveliuk D. Civil law regulation of advertising relations on the Internet

The dissertation research has solved an important scientific problem, which consists in the scientific and theoretical substantiation of issues of improvement of national legal regulation in the sphere of advertising on the Internet. It is substantiated that the legal significance of the system of general and special requirements for online advertising, set out in the advertising legislation, is that the analysis of this system in relation to specific advertising allows to determine the appropriateness, admissibility and delictability of advertising. The following legal prohibitions have been defined concerning Internet advertising: for advertising of a certain kind, for unfair advertising, for unreliable advertising, for advertising of certain product groups, for content of advertising. The following features of online advertising have been identified: placement by means of electronic communications (on the Internet); paid nature; a combination of personal and non-personal character; disclosure in advertising of its customer; the specific nature of the impact on the consumer. Key words: advertising, online advertising, internet, advertiser, advertising distributor, consumer, blogger, advertising relations, advertising message, spam, unauthorized advertising, international jurisdiction, protection of personal data.