The article approaches world trends of reorientation of TV and outdoor advertising towards Internet. However, in the process of on-line space occupation, unfair competitors continue to commit unfair competition acts, which are often manifested by inadequate advertising. At the same time, in the article there are elucidated the particularities of unfair competition acts identified in the on-line space, being presented as well the case law of the competition authority from Republic of Moldova. The article contains as well the argumentation of the necessity of the on-line advertising regulation, analyzing the existing law and presenting the data of the World Intellectual Property Organization, which denote a numeric growth of cases of infringement of trademarks right holders in the on-line domain.
