Actual aspects of the formation of advertising literacy of advertising consumers

Abstract

Importance: аdvertising literacy of advertising consumers as a tool aimed at compliance with the principles of fair competition and the realization of the right to receive fair and reliable advertising. Purpose: disclosure of the content of the concept and essential characteristics of advertising literacy, assessment of the key directions of its development. Research design: the pace of distribution of advertising products, the constant increase in their number does not allow tracking all violations at the initial stage, therefore, there are precedents for advertising contrary to the requirements of current legislation. This is the reason for the urgency and need for the formation of advertising literacy of consumers, which will not only minimize the negative impact of illegal advertising products, but also create a new tool to combat them. Results: the essence is revealed and the author’s definition of advertising literacy of advertising consumers is formulated, which made it possible to determine the main directions for the formation of its proper level among advertising consumers. A set of recommendations has been formed for advertising consumers, which will increase the volume of detected violations and assess the forecasted negative impact of illegal advertising products.