The article is devoted to the study of the features and changes in state regulation of the online advertising market in Russia. In particular, the amendments and additions made to the Federal Law of March 13.03.2006, № 38-FZ “On Advertising” are being updated, providing for a clear identification of online advertising and related obligations that are imposed on market participants. The positive dynamics of changes are emphasized and the transitional stage on the path to the formation of a transparent online advertising market is highlighted. The impact of changes in legislation on online advertising on subjects of the online advertising market and their activities is determined. Their overall positive orientation stands out. Based on the results of the study, conclusions are drawn about the transformations of state regulation of the Internet advertising market and their consequences.