Targeted advertising as a basis for forming social-ethical marketing programs of entrerprises

The aim of the article. The purpose of this article is to develop recommendations for the use of targeted advertising in the context of socio-ethical marketing as a tool for building social trust, responsible entrepreneurship, and interaction between the state, business, and civil society in the context of the transformation period in Ukraine. Analysis results. The article considers the current issues of the use of targeted advertising in the context of socio-ethical marketing. The stages of evolution of the concept of socio-ethical marketing are considered. Key theoretical approaches to the definition of socio-ethical marketing in the scientific literature are revealed. Foreign experience in the implementation of socio-ethical marketing is analyzed. Ukrainian practices of socio-ethical marketing in the conditions of war and post-war reconstruction are studied. The main aspects of targeted advertising in socio-ethical marketing are considered. The potential of socio-ethical marketing for state policy, science and civil society is determined. Recommendations are proposed for the implementation of socio-ethical marketing in national marketing policy. Conclusions and directions for further research. Socio-ethical marketing is the result of a long process of evolution of views on the role of business in society. From the initial orientation of marketing exclusively on profit, through the stage of social marketing, to the integration of ethical principles - this concept has become a response to numerous challenges of the modern world, including environmental crises, social inequalities, lack of trust in institutions and the growing influence of civil society. Targeted advertising in the context of socio-ethical marketing should be used responsibly, respecting users' rights and taking into account the impact on society. Business should not only strive for profit, but also care about long-term relationships with consumers and positive social changes. Based on the synthesis of international experience, scientific theories and Ukrainian cases, we can conclude that socio-ethical marketing is not just a trend, but a necessity for those societies that strive for sustainable, safe and fair development.