Advertisements are used to inform the consumer about any goods and services, to tell about the usage methods and benefits and to motivate the consumers to consume such goods and services. Advertising is an effective means of communication.

It is published, broadcast and displayed for free. In which it is mandatory to reveal the identity of the advertiser . Advertising helps connect the producer's products with the consumer and markets the goods and services . Consumers get the opportunity to choose goods and services because of advertising. 

From the point of view of market economics, advertising expands the market, helps small and medium-sized enterprises and large and large national enterprises to reach international markets . Therefore, advertising directly helps to develop and expand the country's economy. Advertising is an investment, not an expense for any advertiser, that provides immediate and long-term returns and branding of goods and services . It is also a major means of marketing .  Why

advertising?

advertising is used to arouse consumer interest and desire, increase economic activity and achieve return on investment. Advertising is useful for economic activity as well as expanding market, building brand, reminding consumers and increasing sales . It creates a positive attitude towards goods, services and brands. Advertising is necessary not only to sell goods and services but also to sustain them in the market . Advertising plays an important role in keeping the competitive brand from winning and reminding the consumer . 

Creative advertising based on truth makes goods and services popular among consumers, while misleading advertising, even if it gives a one-time and immediate benefit, cannot be sustained and sold in the long run . So advertisement should be based on truth and facts. It is the job of advertisers and the government to regulate misleading advertising for profit. Therefore, advertising is regulated all over the world.

There are basically two types of regulation of advertising around the world. Government regulation and self-regulation. Nepal's advertising market has been operating under self-regulation since its inception. Even though it is called self-regulation, there are no methods and procedures for regulation and many distortions and inconsistencies have appeared due to the fact that it has been operating without regulation. Due to the demands of advertising professionals and the repeated orders of the respected Supreme Court, since the publication of the Advertising (Regulation) Act on November 8, 2076, the regulation of advertising in Nepal has just begun. 

In some countries, there are different regulations on goods and services and media in particular. Such a situation exists in Nepal due to various legal arrangements. Although the production and sale of some goods or services are allowed to be distributed, advertising is not allowed. Since advertising is an important tool in developing and expanding the market, prioritizing domestic products, connecting products to consumers, and getting returns on investment, regulation based on speculation not only shrinks the advertising market but also has a negative impact on the domestic economy . A vivid example of this is the ban on alcohol advertising.

To increase the sale of goods and services, to get return on investment and to say that one's own goods and services are good and bad, to confuse consumers, to deceive consumers by claiming to have non-existent qualities and elements, and to set higher prices are usually done in the advertising market. Advertisements are regulated to protect the right of consumers to receive information based on truth and to provide compensation if consumers are cheated. Since it is also a matter related to advertising business, regulation is also necessary to maintain transparency. Regulation is necessary to create an environment where everyone can roam freely in the advertising market . Advertising regulation is also necessary to reduce advertising pressure on advertisers, to create an environment where they can advertise in the media of their choice and to make advertising returns measurable . 

advertising is not the concern of any country, state or society. Due to multinational companies, goods and services are becoming global. The international concern and interest of such goods and services and the global reach of the media have also helped to make it global. Therefore, it is necessary to create and regulate the policy and regulation of advertising in accordance with international practices and traditions.

The development of the Internet has now added a new dimension to the advertising market. Now advertising can be done from all over the world, targeting any country and location. Due to the facility of being able to advertise anywhere in the world, the people of countries with weak regulation are more affected, so it is necessary to make the regulation stronger and more effective . For that, there is a need for effective laws and mechanisms to bring advertisements on digital media and social networks under the scope of regulation.

With the development of the Internet, the advertising that is being done in the traditional media has started to turn towards the digital medium . There has also been a radical change in the way of advertising. As the advertising market gravitates towards digital media, problems have arisen in traditional media . The process of shutting down the world's biggest and old print media and converting them to digital has started. Advertising of goods or services in search engines and the fact that advertisements can be targeted individually has had an impact. The advertising market has become person-centered due to its relative affordability and the ability to deliver ads tailored to human interests through artificial intelligence. 

advertising market and stakeholders Five parties play an important role in the

advertising market . Which is also called advertising cycle. There are five parties in the advertising cycle: advertiser, advertising agency, media, consumer and government. Their role is important as everyone has their own responsibilities . 

advertisers are sources of advertising . The advertiser decides whether to advertise goods or services, where to advertise, and when to advertise. The advertising agency does the work of awakening the desire of the advertiser towards advertising and informing about its benefits . Advertising agencies produce advertisements according to the interests and wishes of the advertiser and deliver them to the target consumers, creating strategic plans for advertisements, researching, producing advertisements, media planning and publishing and broadcasting advertisements. Since the advertising agency also informs the advertiser of the benefits of publishing and broadcasting the advertisement, the person working in the advertising agency is an advertising professional. 

s are carriers of media advertising . They publish and broadcast advertisements at the time and place specified by the advertiser . Advertising is also a major source of media income as the advertiser pays the media for that. In addition to mass media, goods and services are connected to consumers through external advertisements, advertisements on social networks and the Internet, and advertisements at fairs. So consumer advertising is the target market area . Since advertising influences the buying process and decisions of consumers, everyone's goal is to influence them . Because creative advertising influences consumers, everyone's attention is focused on producing strong and effective advertisements.

The government is an advertiser as well as a regulator . It is the responsibility of the government to organize, develop and expand the advertising market, protect consumers from misleading advertisements, and create a clean environment in the advertising market. It is also the responsibility of the government to create an atmosphere of coordination and cooperation among all the participants of the advertising cycle.

misleading advertising and questions of ethics 

has the potential to make factual, misleading and baseless advertisements in a bid to make immediate profits and to mislead consumers for short-term profits . It is difficult for consumers to quickly know whether such advertisements are misleading or exaggerated. Some products can even affect human health . With the rapid development of social media, there is a situation where consumers are getting scared from false propaganda. From ordinary consumers to famous people are used to talk about its properties and benefits and post and influence common consumers . Advertising regulation is necessary to prevent harm to consumers from such actions. 

Advertisements are produced and broadcast that use women as objects, display female parts, limit women to traditional roles such as cooking, washing clothes, and serving their husbands. In a society that is not free from traditionalist thinking and concepts, because women do not participate in advertisement production and decision-making process, these kinds of advertisements are published and broadcast. 

The trend of advertising that affects the health of children, affects their mental state and hinders the personality development of children is also found in a large amount . Especially child health, advertising of other products that replace mother's milk has a direct impact on child health, therefore, advertising has been regulated all over the world. 

The regulation is also necessary because it should not be made to advertise against the interests of backward classes, regions, linguistic, caste, sexual minorities and against their sentiments. The European Union has issued strict regulations on advertising aimed at children in digital media, while Australia has recently banned children under the age of 16 from YouTube. Even the US has made arrangements not to collect personal information of children under 13 years of age. Children's access to various online games is becoming a matter of interest and concern worldwide. It is equally important to regulate online games as they spend more time in games and have a direct impact on mental and physical health.  Distinguishing whether

advertising is persuasive or a misleading communication process is difficult and challenging. Only a professional person can know such a difference . It is important to monitor the products and services that are created in an attractive manner by the common people and the famous personalities participate easily. Advertising should not exaggerate about any goods and services, should not deceive consumers, should not say good things about others, but it is also a matter of moral behavior, social value and recognition and the reputation of the product or service producer . 

False advertising can cause problems such as human health, child health. Since advertising can increase sales and generate more revenue, there is a high possibility of exaggerated or misleading advertising . Therefore, regulation and self-regulation as well as public awareness and consumer awareness are necessary to prevent such activities.