The legal essence of advertising activities

The article is devoted to the analysis of the legal nature of advertising. Based on the analysis of various positions presented in the scientific researches and legal practices, it is shown that there are several legal concepts of the advertising activities. The agreement concept is based on bearing responsibilities between the parties to an advertising contract. The concept of regulated advertising is based on the idea of the obligation of these parties to fulfill the special requirements regardless to the contract. It is shown that the agreement concept of advertising activity is more reasonable.