The very fast development of media and communication in globalizing countries influences other fields. There are permanent changes and developments in the field of advertising which is the crucial and illuminating subject of media. Marketers look for new, complex methods to influence the consumers and increase the sales.
The main issue studied in this work is the hidden advertising, which is a different and expanding method of marketing. In recent years the notion of hidden advertising takes more attention than ever, because the complexity of the notion and the hardships of its control create many problems. Thus the method of hidden advertising is expanding and it finds much acceptance.
It is not astonishing that this novelty had come to the market of Kyrgyzstan. This thesis defines the position and development trends of hidden advertising in Kyrgyzstan, and aims to determine the reasons of its emergence and the characteristics of legal monitoring.
Key Words: Advertising, Kyrgyzstan, Product Placement, Covered Advertising, modern Kyrgyzstani Cinema.