THE CONCEPT AND ESSENCE OF OUTDOOR ADVERTISING AS AN OBJECT OF MUNICIPAL REGULATION
DOI:
https://doi.org/10.34132/mspc2025.02.13.29Keywords:
outdoor advertising, municipal regulation, local self-government, urban improvement, advertising structures, urban space, aesthetics of the urban environment.Abstract
The materials reveal the concept and essence of outdoor advertising as an object of municipal regulation. The legislative definition of the term “outdoor advertising” under the Law of Ukraine “On Advertising” is analyzed, and its scientific clarification is proposed in accordance with modern practices. The main types of advertising structures, their impact on urban space, and their role in shaping the aesthetic environment of settlements are highlighted. The importance of outdoor advertising as a component of urban improvement and as a subject of local self-government competence is substantiated. The key problems of the current regulatory system are identified, including permit barriers, inconsistency of local rules, and lack of public control. Directions for improving municipal policy in the field of outdoor advertising are proposed to ensure a balance between business and community interests.
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