Social advertising as a tool for the prevention of negative phenomena in society

The article provides a theoretical analysis of the concept of "social advertising" and the main characteristics of social advertising. The concepts of "non-commercial advertising" and "social advertising" are revealed, and their differences are defined. It is emphasized that social advertising helps in solving social problems, supports the population, raises the level of culture and becomes an important tool in the development of civil society. Non-profit and public organizations are one of the main customers of social advertising. Attention has been drawn to the presence of problematic issues in the use of social advertising in Ukraine, related to the imperfection of legislation, the lack of clear criteria for evaluating effectiveness, and insufficient consideration of ethical aspects. This creates a need for constant monitoring by scientists and analysis of public opinion regarding the use of social advertising in Ukraine. The results of a sociological study aimed at studying the population's attitude to social advertising, which was conducted in the city of Dnipro, are presented. An analysis of the main information channels through which social advertising is distributed and an assessment of the relevance of social problems in Ukrainian society was carried out. It was noted that among the most urgent problems of Ukrainian society, which should be highlighted in social advertising, the respondents included addiction problems and socio-economic problems. Actual social problems that should be highlighted in social advertising as a tool for prevention of negative social phenomena in Ukrainian society are empirically highlighted. Prospective directions for further research are identified, among which is the development of mechanisms aimed at overcoming obstacles that inhibit the development of social advertising in Ukraine.