{"id":9575,"date":"2026-01-31T16:27:12","date_gmt":"2026-01-31T14:27:12","guid":{"rendered":"https:\/\/inprojournal.org\/?page_id=9575"},"modified":"2026-02-03T21:34:04","modified_gmt":"2026-02-03T19:34:04","slug":"2021-3-1","status":"publish","type":"page","link":"https:\/\/inprojournal.org\/en\/2021-3-1\/","title":{"rendered":"2021-3-1"},"content":{"rendered":"\n

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Theory and practice of intellectual property
\u2116 3 \/ 2021<\/p>\n\n\n\n

ISSN (Print) 2308-0361
ISSN (Online) 2519-2744<\/p>\n\n\n\n

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DOI: https:\/\/doi.org\/10.33731\/32021.239562<\/a><\/p>\n\n\n\n

Published \u00a0\u00a0\u00a0\u00a0\u00a02021-09-07<\/p>\n\n\n\n

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Legal regulation of advertising agencies in the context of intellectual property law<\/strong><\/p>\n\n\n\n

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Nadiia Fedorova<\/strong>
Ukraine
https:\/\/orcid.org\/0000-0001-5490-1259<\/a><\/p>\n\n\n\n

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Abstract
<\/strong>The main prerequisite for the rationalization of advertising activities in all its scale is the methodological and planned preparation of advertising messages and their correct use at all stages of the advertising process. Advertising agencies play an important role in being qualified coordinators between trade (distribution) and marketing, for the benefit of consumers.<\/p>\n\n\n\n

The specificity of legal relations arising in connection with the creation and distribution of advertising is associated with the fact that their subjects on the part of advertising producers are mainly professional business entities, which conclude agreements on the creation of advertising with their customers. Relationships between advertising creators and advertising agencies are mainly built based on order agreements for the creation and use of objects of intellectual property rights or labour contracts. In this case, the author retains non-property intellectual property rights, while property rights in most cases pass to the advertising agency or advertising customer.<\/p>\n\n\n\n

So, the author retains non-property rights, and, unfortunately, they, as a rule, are unimplemented properly in relations arising from the creation and distribution of advertising. Undoubtedly, we are talking about the right to a name. As a rule, advertisements don\u2019t include their creators’ name, regardless of how they are distributed. However, this doesn\u2019t mean that the rights of the advertising author or the rights of the advertisement constituent elements author may be violated. The legislation notes the possibility not to indicate the name of the author with his consent or at his request. According to Law of Ukraine \u201cCopyright and Related Rights\u201d, the author has a personal non-property right to demand recognition of his authorship by properly indicating the author’s name on the work and its copies of any public use of the work, certainly, if it\u2019s possible. However, the purpose of advertising is to disseminate information about a product or service and not about its author. For the practical aspect of this situation, it\u2019s usually indicated that the producer is an advertising agency, not the individual authors of the content.<\/p>\n\n\n\n

Keywords: <\/strong>advertising, legal regulation, subjects of advertising activity, consumer rights, advertising legislation, hidden advertising, comparative advertising<\/p>\n\n\n\n

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References<\/strong><\/p>\n\n\n\n

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https:\/\/advertising-reality.ru<\/a><\/p>\n\n\n\n

\u0413\u0443\u0440\u0430 \u041c. \u0420\u0435\u043a\u043b\u0430\u043c\u0430 \u044f\u043a \u043e\u0431\u2019\u0454\u043a\u0442 \u0430\u0432\u0442\u043e\u0440\u0441\u044c\u043a\u043e\u0433\u043e \u043f\u0440\u0430\u0432\u0430. \u042e\u0440\u0438\u0434\u0438\u0447\u043d\u0430 \u0433\u0430\u0437\u0435\u0442\u0430. 2004. \u2116\u200817.<\/p>\n\n\n\n

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\u0420\u0435\u043a\u043b\u0430\u043c\u0430 \u0437\u0430 \u043a\u043e\u0440\u0434\u043e\u043d\u043e\u043c : \u043f\u0435\u0440. \u0437 \u0430\u043d\u0433\u043b. ; \u0443\u043a\u043b\u0430\u0434. \u0421\u0438\u0434\u0435\u043b\u044c\u043d\u0438\u043a\u043e\u0432 \u0406. \u0421. \u041c\u043e\u0441\u043a\u0432\u0430 : \u041f\u0440\u043e\u0433\u0440\u0435\u0441, 2000.<\/p>\n\n\n\n

\u0421\u0435\u043d\u0434\u0456\u0434\u0456\u0441 \u0427., \u0424\u0440\u0430\u0439\u0431\u0443\u0440\u0433\u0435\u0440 \u0412., \u0420\u043e\u0442\u0446\u043e\u043b\u043b \u041a. \u0420\u0435\u043a\u043b\u0430\u043c\u0430: \u0442\u0435\u043e\u0440\u0456\u044f \u0456 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0430. \u041c\u043e\u0441\u043a\u0432\u0430 : \u041f\u0440\u043e\u0433\u0440\u0435\u0441, 2003. \u0421. 342.<\/p>\n\n\n\n

\u0420\u043e\u043c\u0430\u0442 \u0404. \u0412. \u0420\u0435\u043a\u043b\u0430\u043c\u0430. \u0406\u0441\u0442\u043e\u0440\u0456\u044f, \u0442\u0435\u043e\u0440\u0456\u044f, \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0430. \u041c\u043e\u0441\u043a\u0432\u0430 : \u041f\u0440\u043e\u0433\u0440\u0435\u0441, 2001. \u0421.\u200894.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Theory and practice of intellectual property\u2116 3 \/ 2021 ISSN (Print) 2308-0361ISSN (Online) 2519-2744 DOI: https:\/\/doi.org\/10.33731\/32021.239562 Published \u00a0\u00a0\u00a0\u00a0\u00a02021-09-07 Legal regulation of advertising agencies in the context of intellectual property law Nadiia FedorovaUkrainehttps:\/\/orcid.org\/0000-0001-5490-1259 AbstractThe main prerequisite for the rationalization of advertising activities in all its scale is the methodological and planned preparation of advertising messages and […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-9575","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/9575","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/comments?post=9575"}],"version-history":[{"count":2,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/9575\/revisions"}],"predecessor-version":[{"id":9577,"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/pages\/9575\/revisions\/9577"}],"wp:attachment":[{"href":"https:\/\/inprojournal.org\/en\/wp-json\/wp\/v2\/media?parent=9575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}