Features of Legal Regulation of Advertising in Social Media in China and Russia: a Comparative Analysis

Student: Vishniakova Daria

Educational Programme: Media Management (Master)

Year of Graduation: 2024

Currently, the role of social media in promoting products and services of Russian and Chinese brands is increasing. However, Russia and China have their own rules for regulating advertising content, which should be studied before starting an advertising campaign. The aim of this thesis is to identify specific features and conduct a comparative analysis of advertising content regulation in Chinese social media platforms WeChat, Weibo, Douyin, and Russian platforms Telegram and VKontakte. This research systematizes the main norms and rules, as well as trends and challenges faced by advertisers when promoting their products and services on social media in these countries. The practical significance of this study lies in developing a guide for launching and managing advertising on WeChat, Weibo, and Douyin for Russian and international companies.

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