In the present article the author has the aim to create a new vision to the reader, adding a juridical aspect to the notion of advertising we come across in Republic of Moldova. In this respect some historical aspects of the notion of advertising have been highlighted. Investigating the juridical notion concerning advertising and its classification in the market economy of the Republic the author has analyzed the basic principles and the legal requirements of the advertising activity, the way of regulation of advertising and its peculiarities in the market economy. In the paper there have been characterized the participating subjects in the process of advertising, the forms of realization of advertising in the market economy, the peculiarities of advertising as a genre of economic activity, and other important moments have been analyzed.