Аспекти правового регулювання правовідносин з надання таргетингових послуг

Abstract

Проаналізовано сучасний стан правового регулювання правовідносин з надання таргетингових послуг. Наголошено, що правовідносини з надання таргетингових послуг виникли як спосіб популярізації та просування товарів серед потенційних споживачів та в сучасний період їх регулювання відбувається відповідно до загальний засад цивільного законодавства, загальних положень про договори з надання послуг та шляхом реалізації принципу свободи договору його учасниками.

The article is devoted to the problems of legal regulation of legal relations on the provision of targeting services. Within the stated topic, the article analyzes the current state of legal regulation of legal relations on the provision of targeting services. The author states that the legal regulation of legal relations for the provision of targeting services is complicated due to the lack of norms of current legislation that would apply to this type of legal relations. Legal relations for the provision of targeting services arise and develop due to the expansion of international contractual relations and an increase in the number of platforms for communication between product manufacturers, work performers, and service providers with consumers. In order to optimize the process of informing consumers and quickly forming a circle of interested persons, targeting services are used, which are provided on a professional basis to product manufacturers, contractors and service providers by persons who purposefully promote the product among potential consumers. Thus, there is a legal relationship for the provision of targeting services, the main purpose of which is to create a circle of potential customers for the product manufacturer, and the main strategy is to segment the target audience, focusing on several valuable groups for the manufacturer. The article substantiates the assignment of targeting to the category of services, which provides an opportunity to further determine the legal nature of the relevant legal relationship. The author claims that the legal regulation of legal relations for the provision of targeting services is carried out on the general principles of civil legislation, the formation of the content of the contract for the provision of targeting services occurs thanks to the application of the analogy of the law and the analogy of law, and the direct legal regulation of the specified legal relations occurs due to the active participation of its participants. It is also substantiated that the possibility of the subjects of the studied legal relationship to participate in its regulation is conditioned by the principle of freedom of contract provided for by the Civil Code of Ukraine, which consists in the fact that the parties have the right to conclude a contract that is not provided for by acts of civil legislation, but corresponds to the general principles of civil legislation. On the basis of the presented material, it was concluded that legal relations for the provision of targeting services arose as a way of popularizing and promoting goods among potential consumers, and in the modern period, their regulation takes place in accordance with the general principles of civil legislation, general provisions on contracts for the provision of services and by implementing the principle of freedom of contract its participants.

Проанализировано современное состояние правового регулирования правоотношений по предоставлению таргетинговых услуг. Отмечено, что правоотношения по предоставлению таргетинговых услуг возникли как способ популяризации и продвижения товаров среди потенциальных потребителей и в современный период их регулирование происходит в соответствии с общими основами гражданского законодательства, общими положениями о договорах по предоставлению услуг и путем реализации принципа свободы договора его участниками.