IMPROVING THE REGULATION OF ADVERTISING OF CERTIFIED PRODUCTS ON THE INTERNET

This article investigates regulatory challenges of internet advertising for environmentally certified products within widespread greenwashing practices in Ukrainian and global markets. The research examines legal principles and requirements for advertising in Ukraine while characterizing online advertising as a high-risk channel for deceptive environmental marketing practices. The author identifies absence of specialized legal regulation for internet advertising and substantiates necessity for legislative improvements given rapid e-commerce growth reaching 239 billion hryvnias in 2024 representing twenty-five percent annual increase. The study explores greenwashing as deceptive environmental product positioning practice and analyzes global prevalence dynamics. Research establishes paradoxical trend wherein overall greenwashing incidents decreased by twelve percent while high-severity cases simultaneously increased by thirty percent indicating evolution toward sophisticated manipulation tactics. Analysis of Ukrainian legislation regarding consumer protection and organic product regulation reveals critical gaps in monitoring environmental claims veracity in online environment. Consumer skepticism has reached critical levels with fifty-two percent believing organizations engage in greenwashing and eighty-eight percent of Generation Z expressing distrust toward brand environmental claims. Ukrainian organic market monitoring demonstrates only one out of twenty-three products bearing eco-labels could confirm valid certification possession representing ninety-five percent violation rate. European Union regulatory experience through Empowering Consumers for Green Transition Directive provides valuable insights prohibiting generic environmental claims without substantiation and establishing minimum penalties of four percent annual turnover. Article proposes pathways for solving legal regulation problems including strengthening control mechanisms establishing clearer standards implementing international certification system elements and developing rapid consumer complaint response mechanisms with special attention to online advertising specifics as more accessible and cost-effective channel compared to traditional advertising.