LEGAL AND ETHICAL REGULATION OF DIGITAL ADVERTISING AND PR COMMUNICATIONS IN THE MEDIA ENVIRONMENT: TRANSPARENCY, RESPONSIBILITY AND AUDIENCE PROTECTION

<jats:p>The article examines the legal and ethical principles of regulating digital advertising and PR communications in the contemporary media environment. It is substantiated that the development of online media, social platforms, native advertising, influencer marketing, personalized messages and algorithmic content distribution significantly complicates the distinction between journalistic information, advertising, PR materials, expert content and personal recommendations. This actualizes the need for a systematic combination of legal regulation, professional ethics, selfregulation of the communication sphere and digital transparency of platforms. The purpose of the article is to identify the key areas of legal and ethical regulation of digital advertising and PR communications in the media environment, as well as to substantiate practical approaches to ensuring transparency, responsibility and audience protection. The study analyzes the Ukrainian regulatory framework, in particular the requirements for advertising identification, prevention of hidden advertising, consumer protection, regulation of the media environment, electronic communications and personal data. Special attention is paid to international approaches to the transparency of digital advertising, in particular the requirements of the EU Digital Services Act, the FTC recommendations on disclosure of commercial relationships in influencer content, and the ethical standards of the ICC Advertising and Marketing Communications Code. The scientific novelty of the study lies in the systematization of legal, ethical and professional mechanisms for regulating digital advertising and PR communication in the media environment. The practical significance lies in the development of approaches to assessing the transparency of advertising, PR, native and influencer messages, as well as in the formation of recommendations for advertisers, PR specialists, online media editorial offices, content creators and digital communicators. It is proved that effective regulation of digital advertising and PR communications should be based not only on formal compliance with legislation, but also on the principles of honesty, openness, reliability, responsibility and respect for the audience’s right to understand the true nature of a communication message.</jats:p>