International experience in accounting for marketing expenses

The international aspects of marketing cost accounting cover various approaches and practices that influence companies’ management decisions and financial reporting worldwide. Implementing International Financial Reporting Standards (IFRS) ensures the unification of methods for recognizing and classifying marketing expenses, contributing to transparency and comparability of financial and non-financial data. Different countries adapt these standards to their economic and regulatory characteristics, leading to variations in accounting practice. Analysis of international experience allows business entities to improve management strategies and increase cost efficiency. Studying these aspects is critical to ensuring competitiveness and stability in the global business environment. The article aims to summarize the priority international approaches to the recognition and measurement of marketing expenses in financial statements. The study used deduction, analysis, synthesis, and generalization methods. It is established that the primary documents regulating the accounting treatment of marketing costs include IAS 38 «Intangible Assets» (for capitalization of marketing costs, if justified) and IAS 15 «Revenue from Contracts with Customers» (for advertising and promotion costs related to contracts). One of the most promising types of marketing in today’s conditions is digital, which is confirmed by the amount of financing in European countries. The international standards governing the accounting of marketing costs are generalized. The results obtained can be used to improve domestic UAS and develop internal regulations for business entities. We see promising areas for further research in studying the issues of consistency between international and national accounting standards to identify common and distinctive features and areas for improving domestic regulations, as well as developing primary and reporting forms that will allow an objective reflection of their financial basis and serve as an essential source of data for management personnel. Keywords: marketing expenses, accounting, IFRS, marketing, advertising.