Sharing, as a system of social practices, arises in the context of the digital economy. The latter requires a change in the basic ownership model. Classical idea of unlimited private property does not meet the new conditions for the production and consumption of goods and services. Sharing platforms that provide individuals with mutual access to private resources through digital technologies are a result of targeted programming and regulation of social relations. A feature of «joint consumption» is the contradiction between the non-commercial nature of access to private resources and their consumption and the commercial nature of the platform organization. In the regulatory sphere, this contradiction is expressed in the fact that the platforms commercially regulate social relations, while simultaneously solving the tasks of ensuring the non-commercial nature of interaction between users, protecting their interests and legitimizing their regulatory activities in the eyes of users. The development perspective is associated with the evolution of trust systems towards in the blockchain type.