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Mariya Girich1, Ol'ga Magomedova, Antonina Levashenko1
  • 1 RANEPA, 82 Vernadsky Avenue, Moscow, 119571, Russia

Comparative Analysis of the Legal Regulation of the Digital Platform’s Responsibility for the Distribution of Internet Advertising

2023. Vol. 18. No. 3. P. 163–185 [issue contents]

Digital platforms serve as an effective ground for trade in goods and services, which stimulates the development of advertisingon the Internet. Platforms provide advertising spaces, connect advertising distributors and advertisers as operatorsof advertising networks, and collect data to provide personalized advertising and to enhance marketing efficiency.This article analyzes three aspects of the digital platformʼs responsibility in the distribution of advertising onthe Internet.In the first aspect, the article compares approaches in Russia to those in foreign countries regarding the responsibilityof digital platforms distributing advertisement in their capacity as advertiser or information intermediaries.In Russia (as in China), the platforms are held responsible for placing unfair advertising, because the platformsmoderate such advertising. At the same time other countries (the U.S., those of the European Union (EU)) implementthe principle of limited liability for information intermediaries when publishing advertising, if the platform does notimpact on the content of such advertising and does not know about the distribution of illegal advertising.In the second aspect, the article surveys the obligations of platforms for ensuring the traceability of advertising,maintaining registries with information about advertising, and ensuring compliance and organizing a risk analysissystem to prevent anti-competitive and other illegal behaviour.The third aspect of the study considers the compliance of digital platforms with the regime of personal data byproviding personalized advertising services.The research methods used in the work include comparative analysis of legal acts and law enforcement practicein Russia and in foreign countries, as well as analysis of recommendations of international organizations, in particularthe Organisation for Economic Co-operation and Development (OECD).

The article was prepared as part of the research work of the state task of the RANEPA

This article was submitted 11.05.2023

Citation: Girich M., Magomedova O., Levashenko A. (2023) Comparative Analysis of the Legal Regulation of the Digital Platform’s Responsibility for the Distribution of Internet Advertising. International Organisations Research Journal,vol. 18, no 3, pp. 163-185 (in English).
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