The article analyzes the process of legal regulation of digital advertising in the modern media environment. Modern digital technologies include many features that can not only improve the positioning processes of advertised products, but also change the approach to analyzing the results of advertising campaigns. For this purpose, Internet platforms, social networks, targeting and SEO (search engine optimization) optimizations, big data analytics, mobile applications, gaming and technological megatrends are used. It is noted that digital adver-tising is a complex of analytical, technological and supporting tools that are directly interconnected with each other. It includes a system of methods and tools that use digital channels to promote a product or brand, attract and retain customers. It is determined that the main directions of digital advertising are: display advertising, banner advertising, video advertising and contextual advertising. It is emphasized that digital advertising is not limited to the Internet, but uses other communication resources (television, radio, telephone, direct sales and direct contact). The key feature of digital advertising is its interactivity and the formation of analytical resources based on it (consumers, their preferences, products, channels) that provide personalization. The article also notes that for advertising distributed on the Internet, both the general requirements of the Federal Law «On Advertising» and other regulatory legal acts apply, as well as special ones applicable only to advertising on the Internet. Today, the need for legislative regulation of the distribution of advertising on the Internet is becoming more and more obvious due to the complication of public relations in the field of advertising on the Internet, the emergence of new mechanisms and specifics of forms, types and methods of digital advertising distribution.
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