This article analyzes the localization strategies used in the translation of advertising texts from a linguistic and cultural point of view. The main goal of the research is to determine the semantic changes, cultural adaptation and methods of ensuring effectiveness in the process of translating English advertising texts into Uzbek. On the basis of comparative analysis, it is justified that direct translation is not enough in advertising translation, but the importance of localization, taking into account the cultural context. The results of the research show that effective advertising translation will have a high impact only if it is carried out in accordance with the mentality, values and language characteristics of the audience.