The article examines the role of state advertising in the process of shaping the legal culture of residents in the new regions of Russia (DPR, LPR, Zaporizhzhia, and Kherson regions). It is shown that advertising acts as one of the significant factors determining an individual's worldview, stimulating the development of their legal consciousness. Through state advertising, the legal activism of individuals is promoted, which is an essential component of legal culture. The author demonstrates that the state uses advertising to convey socially significant information aimed at forming legal self-awareness and establishing the legal culture of residents in the new territories. The importance of popularizing values such as trust and respect for state institutions, the protection of citizens' rights and legitimate interests, and legal self-education through state advertising is noted. The author investigates the advertising discourse using the example of outdoor advertising implemented in the new Russian regions within the context of integration into Russia's legal space.