The article is dedicated to exploring the legal aspects of self-regulation in the media sphere in Ukraine and its correlation with the legal aspects of regulation and co-regulation. The focus is on the role of self-regulation in ensuring the activities of media entities, illustrating the difference between self-regulation in the media sphere and self-regulation in journalism. The examines various aspects of self-regulation in the media sphere in Ukraine, including internal control mechanisms, the role of media entities, and interaction with government authorities. In particular, it investigates the impact of national legislation on the formation and development of self-regulation in the media sphere in Ukraine. Practical challenges and possible ways to improve self-regulation mechanisms in the media segment are highlighted.