The article deals with topical issues of regulation of contract negotiations for an advertising campaign. The question of providing information to the parties to the negotiations, the need negotiations agreements is studied. Practical recommendations are proposed for determining the scope of information about the activities of the advertiser and the advertising agency requested by potential counterparties when negotiating. The article discusses the main provisions of the confidentiality agreement, justifies the need to include conditions on the penalty in the confidentiality agreement. It is recommended to enter into full-fledged agreements on negotiations, in which the counterparty's obligations for the preparation of contractual documentation, the formation of conditions for a future contract, and the procedure for the distribution of expenses should be distributed. The problem of adherence to the principle of good faith in refusing further negotiations is investigated. The issues of a tender for an advertising campaign are considered. It is shown that changes to the Civil Code significantly increase the level of protection of the rights and interests of the parties to the negotiations.