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Legal Studies
Reference:

Development of contextual advertising in the conditions of network economy: relevant questions of legal theory and practice

ermakova Irina viktorovna

PhD in Law

Lawyer at "Rödl & Partner" LLC

107023, Russia, g. Moscow, ul. Elektrozavodskaya, 27, str. 2

irina-ermakova@yandex.ru

 

 

DOI:

10.25136/2409-7136.2020.8.33902

Review date:

14-09-2020


Publish date:

21-09-2020


Abstract.

The subject of this research is the legal norms aimed at legal regulation of relations in the field of contextual advertising on the Internet. The object of this research is the public relations emerging in the process of creation, placement and consumption of contextual advertising. The author examines such question as the general concept of advertising and its legal definition, as well as essence, characteristics and legal regulation of contextual advertising. Special attention is given to protection of exclusive rights with regards to means of individualization in the process of arrangement of contextual advertising using the keywords, including trademarks and commercial designations, as well as mechanism for the protection of an infringed right and liability the corresponding infringement. The novelty of this work consists in determination of the existing approaches of courts and the Federal Antimonopoly Service of the Russian Federation applicable to the concept, definition and relevant issues of legal regulation of contextual advertising, including the questions of infringement of exclusive rights for means of individualization in arrangement of contextual advertising, which ultimately resulted in development of original approach towards definition of the concept of “contextual advertising”. The author resumes and concludes on the need for legislative consolidation of legal definition of the concept of “contextual advertising” with an indication of corresponding formulation.

Keywords: competition, Internet, consumer, copyright holder, commercial designation, trademark, contextual advertising, advertising, business reputation, network economy
This article written in Russian. You can find full text of article in Russian here .

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