Deledyvka S. The agreement of advertising placement in the civil law of Ukraine

The thesis is a complex scientific study of the contract on the placement of advertising as a contractual design and a special type of contract for the provision of services. The theoretical and legal and practical aspects of the contract on the placement of advertising, the statics, and dynamics of the relevant contractual legal relations and protection of the rights of the parties to the contract are examined. In the relevant context, the state of scientific development of the contract on the placement of advertising is determined, the methodology for conducting the research is given, the evolution of the development of the institution of advertising placement, as well as its legal regulation in historical retrospect, is traced. It is established that the historical development of the institution of advertising placement and its legal regulation had the following stages: a) the oral nature of advertising in ancient times and the lack of its legal regulation at this stage; b) advertising in the days of antiquity and the Middle Ages, the development of which was associated with the emergence of written language and written sources of positive law; c) advertising in new times and rapid development of its regulation before in the USA and European countries; d) advertising during the Russian Empire in the absence of its special legislative regulation; e) advertising in the days of the USSR, the functioning of which can only be viewed conditionally; f) the process of regulating the placement of advertising in times of independent Ukraine, which can be characterized as the improvement of legal regulation from the first version of the law with more dispositive regulation inherent in the mid-1990s, and the streamlining of such regulation in the areas of improving the requirements for advertising placement.