Commercial law. Features of certain types of advertising (lecture notes)

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Commercial law. Features of certain types of advertising (lecture notes)

Lecture notes, cheat sheets

Directory / Lecture notes, cheat sheets

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LECTURE No. 48. Features of certain types of advertising

Features of advertising in television programs, television programs are as follows:

1) it is not allowed to interrupt with advertising and combine with advertising the following TV shows:

a) religious TV programs;

b) TV shows lasting less than 15 minutes;

2) interruption of a TV program or TV show by an advertisement must be preceded by a message about the subsequent broadcast of the advertisement;

3) when combining advertising with a TV program, advertising must not:

a) occupy more than 7% of the frame area;

b) superimposed on subtitles, as well as inscriptions of an explanatory nature;

4) from January 1, 2008, the total duration of advertising distributed in a television program, interruption of a television program by an advertisement and combination of advertising with a television program may not exceed 15% of the time within 1 hour;

5) in children's and educational television programs:

a) the duration of which is not less than 15 minutes, it is allowed to distribute advertising at the beginning or at the end of 1 minute;

b) the duration of which is not less than 40 minutes, it is allowed to distribute advertisements at the beginning or at the end of the TV show with a duration of 2,5 minutes;

c) the duration of which is 1 hour or more, it is allowed to distribute advertising immediately at the beginning and immediately before the end of the TV show with a duration of 3 minutes;

6) broadcasting live or recorded of a sports competition may be interrupted by advertisements only during breaks in the course of sports competitions or during their stops;

7) other TV programs, including feature films, may be interrupted by advertising in such a way that the duration of each interruption does not exceed 4 minutes;

8) in television programs, advertising is not allowed on the days of mourning declared in the Russian Federation.

Features of advertising in radio programs and broadcasts:

1) the duration of advertising cannot exceed 25% of the broadcast time during the day;

2) the features of advertising in children's and educational radio programs, during the broadcast of sports competitions are the same as the features of advertising in television programs and television programs;

3) other radio broadcasts may be interrupted by advertising as many times as fifteen-minute periods include these radio broadcasts;

4) in radio programs it is not allowed to distribute advertising on days of mourning.

Placement of advertisements in printed periodicals must be marked "Advertisement", and the volume of advertising must be no more than 40% of the volume of one issue of printed periodicals. These requirements do not apply to periodicals that are registered as specializing in messages and promotional materials.

Placement of advertisements on postal items is allowed if there is a permit issued by the federal executive body in the field of communications in the manner determined by the Government of the Russian Federation.

The distribution of outdoor advertising using billboards, stands, building nets, banners, electronic scoreboards, balloons, balloons and other technical means is carried out by the owner of the advertising structure, which should be used solely for the purpose of advertising distribution. Distribution of advertising on a traffic sign, its support or any other device intended for traffic regulation is not allowed.

Placement of advertising on a vehicle is carried out on the basis of an agreement concluded with the advertiser and the owner of the vehicle or a person authorized by him. Advertising on vehicles is prohibited:

1) special and operational services;

2) equipped with devices for giving special light and sound signals;

3) federal postal service;

4) intended for the carriage of dangerous goods. The distribution of sound advertising using vehicles, as well as the sound accompaniment of advertising distributed using vehicles, is not allowed.

Advertisements for alcoholic beverages must not:

1) contain a statement that the use of alcoholic products is essential for achieving social recognition, professional, sports or personal success;

2) condemn abstinence from the consumption of alcoholic products;

3) contain a statement that alcoholic products are harmless;

4) contain a mention that the use of alcoholic products is one of the ways to quench thirst;

5) address minors;

6) use images of minors;

7) be placed on the first and last pages of newspapers, magazine covers;

8) be placed in printed publications intended for minors;

9) be placed on all types of public transport vehicles;

10) be placed in children's, educational, medical, sanatorium, health, military organizations, theaters, circuses, museums, houses and palaces of culture, concert and exhibition halls, libraries, lecture halls, planetariums and at a distance closer than 100 m from such structures. Advertising of alcoholic products in each case must be accompanied by a warning about the dangers of its excessive consumption, and at least 10% of the advertising space (space) must be allocated to such a warning. Advertising of beer and drinks made on its basis is also not placed:

1) in TV programs from 7:22 to 9:24 local time and on radio programs from XNUMX:XNUMX to XNUMX:XNUMX local time;

2) for film and video services from 7 a.m. to 20 p.m. local time;

3) in the media specializing in environmental issues, education, health protection.

Advertisements for alcoholic beverages, beer and beer-based drinks have similar features with advertisements for tobacco, tobacco products and smoking accessories.

Advertisements for medicines must not:

1) address minors;

2) contain references to specific cases of curing diseases as a result of the use of the advertised object;

3) contain an expression of gratitude in connection with the use of the object of advertising;

4) create an idea of the advantages of the object of advertising by referring to the fact of conducting research;

5) contain statements or assumptions about the presence of advertising consumers of certain diseases or health disorders;

6) help create an impression in a healthy person about the need to use the object of advertising;

7) create the impression of the uselessness of going to the doctor;

8) guarantee the positive effect of the object of advertising, its safety, effectiveness and the absence of side effects;

9) present the object of advertising as a dietary supplement and food supplement or other product that is not a medicinal product;

10) contain a statement that the safety and (or) effectiveness of the advertised object is guaranteed by its natural origin. Advertising of medicines should be accompanied by a warning about the presence of contraindications to their use and use.

Features of advertising exist in relation to certain types of goods, such as:

1) dietary supplements, baby food;

2) military products and weapons;

3) risk-based games, bets;

4) financial services;

5) securities;

6) services for the conclusion of annuity agreements, including a lifelong maintenance agreement with a dependent.

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