Abstract: The article discusses market trends and models of legal regulation of consumer behavior in a sanctioned economy. The subject of the study is the models of legal regulation of consumer behavior under sanctions. The relevance of the topic is due to the fact that currently the Russian consumer goods market (including premium ones) is going through quite difficult times due to the special military operation in Ukraine, which began in February 2022. The situation is complicated by factors such as the tightening of sanctions and the withdrawal of many Western manufacturers from the Russian market. In such conditions, legal regulation of consumer behavior becomes particularly important. The scientific novelty of this study consists in conducting a comparative analysis of models of legal regulation by responsible consumer behavior in the conditions of a sanctioned economy. The existing regulatory framework of the Russian Federation and the Islamic Republic of Iran is also analyzed. The comparative analysis carried out in the article allowed the authors to draw some conclusions, identify the main models of legal regulation of marketing management of responsible consumer behavior in the conditions of the sanctions economy and formulate a number of practically applicable recommendations. The implementation of the proposed recommendations will eliminate some of the negative effects that occur in the conditions of the sanctions economy and negatively affect the market situation, consumer behavior and the economy as a whole.