This article focuses on the limits of freedom of speech and
creativity in advertising, a question that is quite relevant now. Although
advertising is recognised as a form of free speech, the extent of its legal protection is insuffi cient; freedom of speech in advertising is subject to
a number of restrictions. In Russia, focus groups are not commonly used for
advertising materials, leading to unpredictable risks and potential confl icts
for advertisers. Additionally, there is still some debate in regards to the ethical
boundaries of what is permissible and the defi nitions of generally accepted
moral norms.