The power quality in rural distribution networks is analysed in article. A conclusion about power quality there is much worse, than in cities what affects the efficiency of electrified technological processes is made. Also the basic directions of regulation of power quality in Ukraine - introduction of standards and minimal requirements on power quality, realization of indemnifications and penalties, informing and making commitments are analysed. A conclusion about necessity of acceptance of actual editions of the standards harmonized with the European standards is made. Also the unsatisfactory situation with absence in the da-tabases of standards about electromagnetic compatibility of the equipment is revealed when they are oper-ating in Ukraine. The analysis of the consumer’s rights to receive quality electricity and indemnifications if there is a non-compliance with the guaranteed quality standards of power supply which concern to power quality, has shown, that protection of the consumers rights with acceptance of the quality standards of power supply has improved. And introduction of the effective mechanism of granting of indemnifications to consumers is one of ways of regulation, which purpose as well improvement of the power quality. The con-sumers duties to use of equipment which do not worsen power quality, and to eliminate of the reasons if have worsened is analysed. It has shown, that the control over these duties is complicated owing to a unsat-isfactory situation with availability of the standards about electromagnetic compatibility and lack of power quality control devices of a certain class of measurements for Distribution Systems Operators.