PECULIARITIES OF CLASSIFYING ADVERTISING AS A TYPE OF SERVICE

Abstract

Each legal phenomenon can be classified according to certain criteria, depending on the purpose of the classification and the type of the object itself. Advertising can also be the subject of classification, as evidenced primarily by the norms of current legislation in the field of advertising. It should be emphasized that advertising is a separate object of civil law, which has special features and characteristics. First of all, it should be determined that advertising is a type of service as an object of civil law. Also, taking into account the features of this type of service, it is necessary to highlight its criteria that will allow it to be separated from other services. This is necessary in order to further clearly define advertising as the subject of a service contract.
Advertising services today have a fairly wide scope and are themselves divided into many types. What exactly are advertising services in the modern world, you can discuss for a very long time, but the most important thing is that all these services are aimed at conveying information to the consumer, which in turn determines the level of need for the product or service being advertised. The classification of advertising is directly related to a full understanding of its nature as a type of service, since the level of responsibility of advertising market entities, the scope of powers and obligations, the assessment of the final result, the cost of the product, etc. may potentially depend on this. In addition, advertising is considered not only as the subject of a service contract. Advertising can be considered as a work (object of copyright), as a trademark (a means of individualizing subjects of civil turnover), as an industrial design (object of patent law). Therefore, advertising is a rather complex legal phenomenon that requires separate research from the point of view of legal science, and not only from the point of view of sociology, psychology, economics and other social sciences. It is from this point of view that the article analyzes the main doctrinal approaches to the classification of advertising, their correlation with the provisions of the current law, and also identifies shortcomings in the regulatory regulation of the classification of advertising as a special type of service.