Advertising expenses are one of the most “problematic” cost items in tax accounting. Numerous regulatory documents, rich arbitration practice, a variety of types of advertising and methods of their placement, partial standardization of costs significantly complicate the actions of an accountant when recognizing such expenses for tax purposes. Often it is not even clear attributing costs to advertising expenses. This publication is intended to help the accountant navigate the terminology of modern advertising, as well as to provide economic justification and documentary evidence of advertising expenses and their correct assessment. Each section of the publication contains a large number of examples, including examples of arbitration practice on controversial issues of taxation of advertising expenses.