In the article, on the basis of the results of the political and legal analysis of the legislative base of social advertising in the Russian Federation, a number of conclusions were drawn about the peculiarities of the legal design transformation as well as of the specificity of the institutional design. The connection between social advertising and the political sphere is based both on the recognition of the state as the leading actor in this sphere and on the allocation of specific functions of social advertising as an effective tool for stabilizing the political system and the mobilization mechanism. The author opinion considers the role of the NGOs and socially responsible business has been strengthening in the area under consideration in recent years but that does not mean that the state refuses to step up its activity in one of the key areas of social policy. First of all, the necessity for a special law regulating social advertising is being discussed. Besides, it is important to develop a general strategy for the development of social advertising within the framework of interaction between the state, civil society and the business community.

social advertising, legislative framework, state, social policy, mobilization, institutional design

1. Burd’e P. Sotsial’noe prostranstvo: Polya i praktiki [Social space: Fields and practices]. St. Petersburg, Aleteiya Publ., 2007. 288 p.
2. Vikent’ev I.L. Priemy reklamy i public relations [The techniques of advertising and public relations]. Moscow, TRIZ-SHANS Publ., 2002. 380 p.
3. Dmitriev A.V., Latynov V.V. Massovaya kommunikatsiya: Predely politicheskogo vliyaniya [Mass communication: The limits of political influence]. Moscow, International Research and Training Center Publ., 1999. 111 p.
4. Egorova-Gantman E.V., Pleshakova K.V. Politicheskaya reklama [Political advertising]. Moscow, Center of political consulting “Niccolo M”, 1999. 240 p.
5. Zhomova S.N. Politicheskaya kommunikatsiya: Sotsiokul’turnye tendentsii i mekhanizmy [Political communication: sociocultural trends and mechanisms]. Moscow, Publishing house of the Institute of Scientific Information in Social Sciences Publ., 2004. 246 p.
6. [The law of the Russian Federation from 27.12.1991 № 2124-1 “On mass media”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_1511 (accessed: 16.01.2018).
7. Bagdasaryan V.E., Larionov A.E., Orlov I.B., Fedorchenko S.N. [Information policy for the prevention of ethnic and religious conflicts (on the example of Moscow region)]. In: Informatsionnye voiny [Information wars], 2017, no. 2 (42), pp. 55–63.
8. Luman N. Real’nost’ massmedia [The reality of mass media]. Moscow, Praksis Publ., 2005. 256 p.
9. Nikolaishvili G.G. Sotsial’naya reklama v politicheskom protsesse sovremennoi Rossii: dis. … kand. polit. nauk [Social advertising in the political process of modern Russia: PhD thesis in Political sciences]. Moscow, 2009. 209 p.
10. Nisnevich Yu.A. [Political and legal analysis as a method of political research]. In: Kontury global’nykh transformatsii: politika, ekonomika, parvo [Contours of global transformations: politics, economics, law], 2011, iss. 4, no. 1, pp. 6–15.
11. [Overview of amendments to the Federal law dated 11.08.1995 no. 135-FZ “About charitable activity and charitable organizations”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/Cons_doc_LAW_83777 (accessed: 01.03.2018).
12. [Overview of amendments to the Federal law dated 29.12.2010 no. 436-FZ “On the protection of children from information harmful to their health and development”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_133757 (accessed: 24.01.2018).
13. [Overview of amendments to the Federal law of 12.01.1996 no. 7-FZ “On noncommercial organizations”]. In: Spravochnaya pravovaya sistema Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_76388 (accessed: 01.03.2018).
14. [Overview of amendments to the Federal law of 13.03.2006 no. 38-FZ “On advertising”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_75554 (accessed: 01.03.2018).
15. Parshentseva N. Sotsial’naya reklama [Social advertising]. Moscow, STA Publ., 2004. 134 p.
16. Yakunin V.I. et al. Pravovoe protivodeistvie rasovoi, natsional’noi, religioznoi diskriminatsii [Legal opposition to racial, national, religious discrimination]. Moscow, Scientific expert Publ., 2009. 224 p.
17. [Russian President Dmitry Medvedev signed two Federal laws (from 03.06.2011 № 115 and dated 18.07.2011 № 235), which modify the regulation of social advertising]. In: Sotsial’naya reklama.ru: informatsionno-analiticheskoe agentstvo [Sotsial’naya reklama.ru: Informational-analytical Agency]. Available at: http://www.socreklama.ru/analytics/legislation/list.php?ELEMENT_ID=5483&SECTION_ID=113 (accessed: 01.03.2018).
18. Bagdasaryan V.E., Larionov A.E., Orlov I.B., Fedorchenko S.N. [Prevention and repression of sectarian and ethnic conflicts at the regional level: the regulatory framework and mechanisms of cooperation between state and public organizations]. In: Vestnik Moskovskogo gosudarstvennogo oblastnogo universiteta (elektronnyi zhurnal) [Bulletin of Moscow Region State University (e-journal)], 2017, no. 2. Available at: www.evestnik-mgou.ru (accessed: 20.01.2018).
19. Stukanov V.G. [Outdoor social advertising as a tool of legal education]. In: Vesti BGPU. Seriya 1. Pedagogika. Psikhologiya. Filologiya [Vesti BSPU. Series 1. Pedagogy. Psychology. Philology], 2016, no. 1 (87), pp. 13–19.
20. [Federal law dated 11.08.1995 no. 135-FZ “About charitable activity and charitable organizations”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_7495 (accessed: 01.03.2018).
21. [Federal law of 18.07.2011 no. 235-FZ “On amending part two of the Tax code of the Russian Federation concerning improvement of taxation of nonprofit organizations and charitable activities (with changes and additions)”]. In: Garant: informatsionno-pravovoi portal [Garant: legal-informational portal]. Available at: http://base.garant.ru/12188094 (accessed: 27.02.2018).
22. [Federal law dated 29.12.2010 № 436-FZ “On the protection of children from information harmful to their health and development”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_108808 (accessed: 27.02.2018).
23. [Federal law of 12.01.1996 № 7-FZ “On noncommercial organizations”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_8824 (accessed: 28.01.2018).
24. [Federal law of 13.03.2006 no. 38-FZ “On advertising”]. In: Konsul’tant Plyus: spravochnaya pravovaya sistema [Consultant Plus: Reference legal system]. Available at: http://www.consultant.ru/document/cons_doc_LAW_58968 (accessed: 23.12.2017).