There is provided a mechanism for controlling a communication using a proximity services or D2D system for advertising services controlled by a cellular network. Configuration information for configuring at least one advertising channel including one or more advertising control channels and one or more advertising traffic channels are provided from a communication control network element to advertising system elements such as an advertising agent device. Scheduling information and advertising information are transmitted from the advertising agent device via downlink control channels and advertising channels, wherein corresponding information are received and processed by an advertising receiving device.