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

1.7. Purposes of the study and research questions 
The main goal of the research is to make clear and understandable deception concept by 
analyzing its theoretical and structural framework in order to use deception type of improper 
advertising more actively in practice of Uzbekistan.
1) Theoretical purpose of the study is to analyze the theoretical framework of misleading 
advertising regulation and its implications. In this regard, the research addresses on following 
questions:
1.1. How the US Supreme Court`s Commercial Speech Doctrine deals with misleading 
advertising regulation?
1.2. Why Consumerism is necessary in regulation of deceptive advertising?
1.3. What non-legal theories have an impact on legal requirements for misleading 
advertising?
2) Normative purpose of the study is to analyze the nature and application of legal 
requirements toward deception. In this respect, the research focuses on following questions:
2.1. What are the legal requirements for misleading advertising? Are they common in the 
world or do they have different nature?
2.2. Why legal requirements are designed ambiguous and tangled in Uzbekistan? How 
Russian law affected on development of legal requirements in Uzbekistan?
2.3. How the CIS countries, especially Uzbekistan should design legal requirements so that 
they will be able to deal with deceptive advertising?
3) Practical purpose of the study is to explain the current failures in regulation of misleading 
advertising and misapplication of legal requirements in enforcement of Uzbekistan. In this regard, 
the research concentrates on following questions:
3.1. How the legal concept of improper advertising is interpreted practice?

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3.2. Why the Competition Committee of Uzbekistan applies external factors such as non-
content regulation and substantiation standard towards misleading advertising? How the 
Committee will be able to use deception type of improper advertising in more active way?
3.3. What is the role of the voluntary compliance program in co-regulation and effective 
enforcement concerning misleading advertising?