Year of Graduation
Legal Framework of Advertising on the Internet
Legal Support and Business Protection
This work is a comprehensive study of the legal framework of advertising on the Internet. In addition to legislative regulation, for the first time the rules of leading advertising distributors (such as Yandex, Google, etc.) are analyzed as regulation sources of this sphere. The author criticizes the legal definition of advertising as it does not provide regulation for personalized ads and SEO-promotion. Particular attention is paid to the abuse of advertisers committed to circumvent of legal restrictions, as well as the protection of exclusive rights to means of individualization when used in keywords of contextual advertising and in the html-code for SEO-promotion. In addition, the work studies the features of protecting personal data when using cookies in advertising.