Legal Basis of Advertising Communication Integrated into Marketing System

This article discusses such components of marketing promotional activities as a sphere of communication and practical integration into the economic sphere. In this case the state protects consumers from misleading advertising at legislation level according to their functional significance and needs: information, economic, social, educational, ethical ones. On the one hand, advertising is the realm of communication, and in practice is tightly integrated into the marketing system and includes all the components of marketing (product, ideas, initiatives), indicating the interaction of subjects of legal relations regarding marketing tasks and simultaneously presenting economics and law institution of modern society. At this level there are provisions of prohibiting acts that capture the specific forms of liability for violations of advertisers, regulating their activities related to goods that represent a danger for the consumer (medicines and equipment, pharmaceutical, cosmetic goods, food), exercising control over the content of the text. Basis of responsibility both of advertisers and distributors of advertising before the law is in the plane defined by the special expertise in accordance with laws and regulations of the modern society. In accordance with the law, the state protects consumers and regulates the relationship of competitors in their promotional activities, developing economic perspective, introducing the system of marketing tools.