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The work was carried out at the Department of Foreign Journalism and Literature of the Institute of Journalism of the Belarusian State University under the scientific supervision of Associate Professor Boris Leonidovich Zalessky. It investigates the specificity of political advertising in mass media on the example of the French newspapers 'Figaro' and 'Le Monde'. The author considers the possibilities of the state to enclose political advertising in legal frameworks and the reciprocal influence of this type of marketing on the political situation with a focus on the use of this French experience in the Belarusian media.