REGULATORY AND LEGAL SUPPORT FOR MARKETING ACTIVITIES IN UKRAINE

Abstract

Introduction. The study comprehensively analyzed the regulatory and legal acts regulating marketing activities in Ukraine in terms of main articles, and developed practical recommendations for business entities. The study confirmed the importance of compliance with legal norms in marketing activities as a tool for minimizing risks, increasing the efficiency of communications, and forming a sustainable business. Particular attention was paid to the issues of legal regulation of Internet marketing, protection of personal data, intellectual property, and compliance with ethical standards in marketing practice. In addition, marketing activities today are directly related to the issues of personal data processing, protection of intellectual property rights, compliance with antitrust legislation, and ethical standards. This creates a complex legal environment in which businesses must navigate in order to avoid risks. Failure to comply with or ignorance of the relevant norms can have serious consequences – from administrative fines to criminal liability. Analysis of recent studies and publications. Modern studies indicate a number of problems in the regulatory and legal support of marketing activities in Ukraine. These problems were analyzed in detail in the work of Igor and Halyna Kovbas, which also considered the need to harmonize national legislation with European standards. In the context of professional training of marketers, the studies of Tovkanets G.V. and Kravchenko T.M. emphasize the need to improve the regulatory framework that regulates educational activities in this area. In particular, the importance of adapting European standards in the training of specialists is emphasized. The studies emphasize the importance of studying foreign experience, in particular American and European models, where state control is effectively combined with self-regulation. This allows ensuring a balance between freedom of enterprise and protection of consumer rights. The purpose of the article is to analyze the current state of regulatory regulation of marketing activities in Ukraine, identify the main problems and gaps in current legislation, as well as justify the directions of its improvement taking into account European approaches, digital transformation and market needs. Methods. To study the regulatory and legal support of marketing activities in Ukraine, it is advisable to apply a set of methods that allow comprehensively revealing the subject of analysis. That is, analysis of regulatory and legal acts, comparative legal method, systemic approach, and other methods. Results. Problem statement. In the current conditions of digital transformation of the economy, marketing has turned from an auxiliary tool into a strategic factor in the formation of competitive advantages of enterprises. The active implementation of Internet marketing, targeted advertising, CRM systems and analytics requires strict compliance with legislative norms regulating advertising, communication and commercial activities in the digital environment. At the same time, marketing activities are closely related to the processing of personal data, intellectual property, e-commerce, as well as ethical and antitrust standards, which creates a multi-level legal framework. Ignoring or insufficient knowledge of legislative requirements can lead to administrative, financial, and sometimes criminal liability for business entities. Conclusion. Legal literacy in the field of marketing is not only a duty, but also a strategic advantage for business in a competitive environment. Compliance with the requirements of the Tax Code of Ukraine regarding marketing services will ensure correct taxation and avoidance of tax risks. This requires accurate documentary evidence, namely, contracts for marketing services must contain a clear description of the subject, scope and cost of services. Timely execution of acceptance and transfer acts of marketing services to confirm their performance. All supplier tax invoices must be registered in the Unified Register of Tax Invoices. Ensuring the availability of evidence that marketing services are related to economic activity.