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

1.8. Research focus and methodology 
The main country focus of the research is Uzbekistan. Moreover, the research conducts 
comparative analysis on the USA and Russia. The comparative research starts with the USA, 
because fundamental theories, legal concepts have been developed in the USA and its legal 
standards internationalized around the world.
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The analysis on development roots shows that legal 
standards transplanted from the USA to Europe, from Europe to Russia and from Russia to 
Uzbekistan (the USA-the EU-Russia-Uzbekistan). Since, Uzbek legislature did implementation 
directly from Russia, the Russian Federation is also a subject for comparative analysis in the 
research. The study focuses on Russia because the Russian law has significant impact on 
development of legal requirements in Uzbekistan. The research does not intend to conduct special 
analysis on the EU, because legal regulation is vary from country to country within the EU which 
requires a separate research.
The research is conducted in intersection of the fields Competition law, Consumer 
protection law and Advertising law, because misleading advertising, as an unfair competition 
method (unfair trade practices), is directly addressed to consumers who need to be protected, 
moreover necessity for examination of legal standards requires to analyze special provisions of 
Advertising law. However, the research does not cover IP related issues of misleading advertising, 
because it has own specific legal nature with the broad scale and problematic issues, which needs 
a separate study. Furthermore, since the structural analysis of legal requirements for misleading 
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Bergh and Pacces, Regulation and Economics. p.138. 

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advertising is related with economics and cognitive science,
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the research attempts indicate 
relationship between legal requirements and information or behavioral economics as well as 
cognitive science in some extent.
Moreover, the research will not examine special types of deception 
such as bait and switch, 
greenwashing (eco-friendly claims) and deceptive pricing, or misleading advertising of special 
products such as food, drugs, cosmetics, weight-loss advertising or "lemons" (quality of used cars) 
advertising, instead, the research focuses on legal requirements for evaluation of deceptive 
advertising which need to be analyzed primarily and fundamentally before moving to research on 
special sorts of misleading advertising.