Hide
Раскрыть
 
INTERNATIONAL
ORGANISATIONS
RESEARCH
JOURNAL

Contacts



ISSN (Print) 1996-7845

ISSN (Online) 2542-2081


Contacts:

Postal address:  11 Pokrovsky Boulevard, Moscow, Russia, 109028
National Research University Higher School of Economics
International Organisations Research Journal (IORJ) editors office

Actual addressOffice 308, 33, Profsoyuznaya street, bld. 4, Moscow, 117418


Tel.+7 495 772-95-90 ext. 23150 

E-mail: iorj@hse.ru

Indexed in 

    


   

 
 

Mariya Girich1, Olga Magomedova2, Antonina Levashenko1
  • 1 RANEPA, 82 Vernadsky Avenue, Moscow, 119571, Russia
  • 2 Russian Academy of Foreign Trade of the Ministry of Economic Development of the Russian Federation, 6A Vorobyovskoe Shosse, Moscow, 119285, 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).
BiBTeX
RIS
 
Rambler's Top100 rss