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The article considers the key aspects of the mechanism of implementation of supervision over the market behavior of financial companies and disclosed its tasks in order to protect the rights of consumers of financial services, in particular, the advertising of consumer loans for individuals. Thus, basic principles of proper display of advertising of financial services on sites of financial companies are defined. In particular, the signs of advertising, which disperse the consumer's attention,doi:10.31264/2545-093x-2019-2(4)-5-16 fatcat:by24b2mwane3zectqamkf6doha