Advertising restrictions. Prohibited advertising Presentation on the topic of social advertising

"The Development of Advertising" - XVIII century. – printing posters, calendars, leaflets, price lists. Ancient Greece. The advent of photozincography technology (illustrations and photographs in magazines). The first advertising campaigns began. Ancient Egypt. TOPIC 2. The history of the emergence and development of advertising. Leading position in the Russian market in the 1990s occupied by foreign advertising agencies.

"Advertising and Marketing" - Transition to marketing thinking. Mandatory advertising. Webinars (Internet seminars). Internet. Advertising Basics. Typical Russian situation. Purchase: simple or complex. Difficult purchase. Trade Internet. Electronic commerce. Marketing Thinking. Marketing is “done” in the mind of the Client! Selling moments.

"Product Advertising" - Everyone loves the "herd" effect, everyone uses it, and you? Index E - a threat to the body or food additives. Trademark. Barcode. Preservatives - inhibit the growth of microorganisms. Company logos. Information for the consumer. Product information. Marking - 4 groups of icons. Postal mailing. Shields. Catalogs.

"Factors of emergency situations" - Aims and objectives of the study. Factors that can lead to emergencies, %. Less significant factors leading to emergency situations. Novosibirsk. Factors that caused real emergencies, %. The severity of accidents. Segment 3. Total sample size 1255 interviews. Segment 2 - 19%.

"Advertising and trade" - Retail. The advertisement is engine of the trade. Internal. Why do people exchange. wholesale. Product properties. Types of trade. External. Consumer value (utility, need for people. Exchange value (ability to exchange for other ES). Goals: Equivalent exchange? Why did trade arise? Needs?

"Language of Advertising" - Advertising is an integral part of our lives. Phone…” or “I will exchange a two-room apartment for two one-room apartments. Your car's engine will run longer." Model Nikolay Ershov (theatrical). “Our paper is for you! Metaphor can create a very clear advertising image. Only here. There are a lot of developments on the topic of advertising and announcements in modern media.

History of Public Service Advertising The first public service announcement appeared in America in 1906, the purpose of which was to protect Niagara Falls from the harm caused by energy companies. The first public service announcement appeared in America in 1906, the purpose of which was to protect Niagara Falls from the harm caused by energy companies.

Directions of social advertising: The problem of drug addiction; The problem of drug addiction; The problem of drug addiction; The problem of drug addiction; The problem of ecology; The problem of ecology; The problem of ecology; The problem of ecology; Human security; Human security; Human security; Human security; Violence and others Violence and others Violence

Advertising against drugs. Do not protect children from scary tales. “Mary had a small syringe with which she injected drugs. And wherever Mary went, the syringe was always with her. Mary loved her syringe so much that she always thought about it. She left her syringe only when she went to the next world. “Mary had a small syringe with which she injected drugs. And wherever Mary went, the syringe was always with her. Mary loved her syringe so much that she always thought about it. She left her syringe only when she went to the next world.

Advertising against drugs. Do not protect children from scary tales. "Johnny, Johnny! "Johnny, Johnny! - Yes, dad. - Yes, dad. -Do you snort cocaine? -Do you snort cocaine? - No, dad. - No, dad. -You're lying! -You're lying! - No dad. - No dad. - Say a word! - Say a word! -Aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa...

Violence against children. Mom doesn't see Uncle John coming to our house. He likes to play a game that hurts me. That's why I hurt my dolls. Mom stopped buying dolls for me. Mom doesn't see Uncle John coming to our house. He likes to play a game that hurts me. That's why I hurt my dolls. Mom stopped buying dolls for me. Now my mom won't know. Now my mom won't know.

Norms, requirements, procedural documents

Features of legal regulation of advertising activities. The main rules of law applied in the regulation of advertising activities.

The most important normative acts regulating relations in the field of advertising are:

Code of the Russian Federation on Administrative Offenses; Civil Code of the Russian Federation; Federal Law of March 13, 2006 No. 38-FZ "On Advertising";

Law of the Russian Federation of February 7, 1992 No. 2300-1 "On Protection of Consumer Rights"; Federal Law of July 26, 2006 No. 135-FZ "On Protection of Competition"

Decree of the Government of the Russian Federation of June 30, 2004 No. 331 "On approval of the Regulations on the Federal Antimonopoly Service";

Decree of the Government of the Russian Federation of August 17, 2006 No. 508 "On approval of the rules for consideration by the antimonopoly body of cases initiated on the grounds of violation of the legislation of the Russian Federation on advertising"

GOST R 52044-2003. “Outdoor advertising on roads and territories of urban and rural settlements. General technical requirements for outdoor advertising media. Placement Rules” (adopted by the Decree of the State Standard of the Russian Federation of April 22, 2003 N 124-st);

Decision of the Council of the city district of the city of Ufa of the Republic of Bashkortostan "On a single tax on imputed income for certain types of activities" dated November 15, 2007 No. 29/14 ).

The main legislative act regulating relations in the field of advertising is the Federal Law of the Russian Federation "On Advertising" No. 38 - FZ of March 13, 2006.

The aims of the law are:

development of markets for goods, works and services based on the observance of the principles of fair competition;

ensuring the unity of the economic space in the Russian Federation;

realization of the right of consumers to receive fair and reliable advertising;

prevention of violation of the legislation of the Russian Federation on advertising; suppression of the facts of inappropriate advertising.

The law does not apply to:

information, disclosure or distribution or bringing to the consumer of which is mandatory in accordance with federal law;

reference, information and analytical materials (reviews of domestic and foreign markets, the results of scientific research and testing), which do not have as the main goal the promotion of goods on the market and are not social advertising;

government announcements, other state bodies, messages of local governments, messages of municipal bodies that are not included in the structure of local governments, if such messages do not contain advertising information and are not social advertising;

signboards and signs that do not contain information of an advertising nature;

announcements of individuals or legal entities not related to entrepreneurial activities;

product information, its manufacturer, about the importer or exporter, placed on the product or its packaging;

any product design elements placed on the product or its packaging and not related to another product;

product mentions, means of its individualization, about the manufacturer or seller of the goods, which are organically integrated into the works science, literature or art.

Signs of false advertising

Signs of false advertising

The law provides a list of information to which this rule applies.

The previously existing norm, which prohibited the use of undocumented superlative terms in advertising, has been transformed by the new version of the law into prohibition to indicate

over others if these advantages

do not correspond to reality.

Among the requirements for advertising in the Russian Federation The main ones are the following:

it is not allowed to demonstrate the processes of smoking and consumption of alcoholic products, as well as beer and drinks made on its basis;

it is not allowed to use images of pharmaceutical and medical workers, with the exception of advertising medical services, hygiene products;

Special advertising requirements

a ban on showing minors in dangerous situations;

addressing minors and using their images is prohibited in advertising of alcoholic products, beer and tobacco and weapons (advertising of medicines and risk-based games cannot address minors);

Advertising of certain types of goods

Advertising of alcoholic beverages and tobacco is allowed only inside newspapers and magazines for adults and at points of sale. A number of restrictions are imposed on the content of advertisements for these products, including the protection of minors. It is prohibited to use in advertising of these products claims that their use is essential for achieving social recognition, professional, sports or personal success, or contributes to the improvement of the physical or emotional state.

It is forbidden to use images of people and animals in beer advertising, including animation techniques. Advertising of beer is limited in time in television and radio programs, in film and video services, it is prohibited in print publications, in radio and television programs, audio and video products for minors, in media specializing in education, health and ecology, as well as in organizations of education, medicine, children's, sports institutions and so on.

Labor is a value (For satisfaction from a job well done, against hack work in any workplace). For civil mutual respect against rudeness and rudeness. For the cleanliness of urban and natural reservoirs. For respect for elders in transport and on the streets, against age-related egoism. For self-education against the growth of ignorance among the population. For the purity of speech in public places, against obscene language. For civic self-respect (For a sense of one's own national dignity) Spare the planet (For saving communal resources (water, heat, gas). Advertising a certain lifestyle (advertising against smoking, drinking alcohol, against AIDS, for caring for the older generation) Civil rights and obligations , the revival of the national idea, patriotism (love your hometown, pay taxes, etc.) Prevention of the personal safety of citizens (observance of traffic rules).