Social advertising in the company promotion system: opportunities and limitations

The commitment to social responsibility and sustainable development is becoming an integral part of the communication policy of modern organizations, which is due to the transformation of consumer expectations and the strengthening of the role of public dialogue in the digital environment. The article highlights the key areas of social advertising application that simultaneously serve the interests of business and society. The author analyzes current examples of companies' participation in addressing social issues, including at the regional level (Volgograd region). Examples of both successful and unsuccessful advertising campaigns are presented, along with recommendations for minimizing reputational risks when integrating social issues into communication strategy.