Thesis · September 018 citations reads 199 author: Some of the authors of this publication are also working on these related projects

1.4. Conceptual apparatus 
The research uses several names for misleading advertising because it is called differently 
in jurisdictions and in fields of social science. For instance, the US legislature uses the concept of 
false advertising,
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whereas the EU directive applies the concept of misleading advertising.
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Strangely, the CIS countries
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such as Russia
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and Uzbekistan
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introduced the concept of 
improper advertising. Moreover, some interdisciplinary research fields such as law and economics 
or behavioral economics uses the concept of deceptive advertising.
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Even though different 
jurisdiction and sciences applies different terminology, all of them have same meaning and refers 
to misleading advertising. 
Since the research focuses on legal standards of misleading advertising, it uses concepts of 
deception and deceptiveness. Deception means actual and completed deception that actually 
deceives particular consumer or a group of consumer. 
Deceptiveness refers to potential deception 
which has tendency to likelihood deceive consumers in future.
One of controversial issue the research discussed is puffery. Puffery is 
just seller's personal 
opinion which does not describe any facts on advertised product, for instance use of superlative 
"best", "great", "amazing" in advertisement. 
Puffery claims cannot be precisely determined and 
most consumers do not believe them. 
Since the research determines external factors in misleading advertising regulation such as 
non-content regulation and substantiation standard, these concepts need to be defined as well. Non-
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Federal Trade Commission Act (2013).; Lanham (Trademark) Act (15 U.S.C.) (1946). 
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Directive of the European Parliament and of the Council concerning misleading and comparative advertising 
of 2006, CONSIL, EP 32006L0114, 2006/114/EC CONSIL, EP (Council of Europe 2006). 
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The CIS Agreement on Collaboration in the Field of Advertising Regulation [Соглашение о сотрудничестве 
государств-участников СНГ в сфере регулирования рекламной деятельности], December 19, 2003, Agreement 
on Main Directions of Collaboration in the Field of Consumer Rights Protection (Moscow, 2000), FAS [09/29/2016]. 
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Federal Law on Advertising [Федеральный закон О рекламе], № 38-ФЗ (Russia 13.03.2006). 
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Law on Advertising of the Republic of Uzbekistan (Uzbekistan 1998). 
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Jef I. Richards, Deceptive Advertising: Behavioral Study of a Legal Concept (Hillsdale, N.J. : L. Erlbaum 
Associates, 1990); Bergh and Pacces, Regulation and Economics. 

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content regulation is a method of advertising regulation which is conducted by 
restriction on time, 
place and manner of advertising in order to control excessive amount of advertising. 
Substantiation 
standard means that advertisers must
prove their advertising claims with relevant documents or 
with appropriate, competent and reliable scientific evidence.