Legal Regulation and Legislative Particularities of Using "Product Placement" on the Territory of the Russian Federation

The present work considers the study which is devoted to examining Product Placement, which appears as extremely significant technology for today’s advertising space. Though the demand of product placement in the Russian Federation this technology hardly developed in scientific terms and today there is no legal regulation of this phenomenon. The purpose of the work is to study product placement as mean of advertisement and establish its legal nature. Therefore, the specific tasks of further analysis are to study the theoretical background of product placement, to study the issue of legal regulation of product placement in the United States and in the European countries and eventually, to develop recommendations and practical suggestions on improvement of legislation in the field of advertising. This study attempt to expand boundary of advertising in Russian Federation and to highlight the problems of introduction of the Product Placement in the Russian Federation today. This study aims to study directions of the state policy of the Russian Federation in the field of development of advertising and determine the possibility of using foreign experience and recommendations on legal regulation of product placement. This work formulates a number of theoretical provisions that are directed to solve current problems in the field of subliminal advertising. They are aimed at expanding and deepening scientific knowledge in the field of advertising and represent some value for subsequent scientific research. There will be put forward various methods of legal regulation of the application of the product placement, proposals for improving the norms of the current advertising legislation, as well as a number of other practical solutions based on the study of foreign experience.