Review of law sciences

---

Review of law sciences
(2020) 130-139 
1 
 
 
Bakhshillo Kamolovich Khodjaev, 
Head of Business Law Department of Tashkent State University of Law 
TRANSITIONAL COMPETITION MODEL FOR MISLEADING ADVERTISING 
REGULATION IN UZBEKISTAN: AN ALTERNATIVE APPROACH 
Annotation: 
The complexity of the regulation of misleading advertising requires to provide 
balance of competitors, consumers and government interests in the market. Competition law and 
policy is the main tool to provide competitive process, economic efficiency and consumer welfare 
to all participants in the market. Each country designs its own competition law and policy based 
on a particular model, including domestic socio-economic prerequisites. There are two common 
competition law models, Traditional and Modern Competition Law Models, which majority of 
countries employed. The developed countries have already shifted from traditional to modern 
competition law model, while the most of developing countries are still on transition way. 
Uzbekistan, as other CIS member states, has applied traditional competition model towards 
misleading advertising by adding to it some elements of the modern competition model without 
understanding its actual significance. The current model cannot deal with misleading advertising 
due to the undeveloped standards. The entire application of modern competition model to Uzbek 
market is also unreasonable due to the existing specification of improper advertising. Therefore, 
this article proposes to design Transitional Competition Model as an alternative theoretical 
approach, which will be able to deal effectively with improper advertising problems not only in 
Uzbekistan, but also in other CIS member states.