Prohibited advertising. Legal regulation of advertising activities Social advertising presentation

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 regulations regulating relations in the field of advertising are:

Code Russian Federation about administrative offenses; Civil Code of the Russian Federation; the federal law 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 authority 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 to funds outdoor advertising. Placement Rules” (adopted by the Decree of the State Standard of the Russian Federation of April 22, 2003 N 124-st);

The decision of the Council of the urban district of the city of Ufa of the Republic of Bashkortostan "On a single tax on imputed income for certain types activities” dated November 15, 2007 No. 29/14 (as amended by the Decision of the Council of the city district of Ufa of the Republic of Belarus dated October 2, 2008 No. 8/5).

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;

reports of authorities state power , other state bodies, reports of bodies local government, messages of municipal bodies that are not part of 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;

ads individuals or legal entities not related to the implementation of 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 previous rule that prohibited the use of undocumented superlative terms in advertising has been transformed new edition law in 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 except for 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 (in advertising medicines and games based on risk cannot be addressed to 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 forbidden 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. Beer advertising is limited in time in television and radio programs, with film and video services, it is prohibited in printed publications, in radio and television programs, audio and video products for minors, in the media specializing in education, health and ecology, as well as in educational, medical organizations, in children's, sports institutions, and so on.

Back forward

Attention! Preview slides are for informational purposes only and may not represent the full extent of the presentation. If you are interested this work please download the full version.

The purpose of the lesson:

• Cognitive: to acquaint students with the history of advertising, arouse keen interest among schoolchildren;
• Developing: To form a concept among students about information and, in general, about advertising, its types and forms, about unacceptable types of advertising, introduce the five main goals and the "golden rule" pursued by the advertising text. To teach students to find and select the necessary information, to think critically, to develop the ability to analyze, compare, generalize.
• Educational: to promote the economic education of schoolchildren on the basis of the acquired knowledge, the development of communicative and creative abilities of students.

Didactic equipment:

• presentation on the topic “Advertising”;
• drawings: horseshoe, bagel, boot, cow;
• test cards;
• Federal Law “On Advertising” (page 38 of the reader on the basics of consumer culture, or printout of articles 6,7,8,9,10)

During the classes

I. Actualization of students' knowledge.

The lesson begins with a question about the study of the topic. During the conversation, it turns out that this topic is “Advertising”. What would you like to know about advertising? Goals are being set.

Lesson Objectives:

• Familiarize yourself with the history of advertising.
• Introduction to advertising forms.
• Acquaintance with unacceptable types of advertising, namely with Articles 6,7,8,9,10 of the Law “On Advertising”.
• Acquaintance with the five main goals pursued by the advertising text.

II. Exploring a new topic.

1. Today we will get acquainted with another source of information - advertising. The word "advertising" comes from the Latin - "to shout loudly". Initially, this word implied a desire to “shout” to attract attention, to report news, to provide information, including about the sale of any goods. How old do you think advertising has been?

2. The history of advertising has several millennia. The researchers found that the appearance of the prototype of outdoor advertising dates back to the 1st millennium BC: it was an inscription carved on a stone found in the ruins of the ancient Egyptian city of Memphis: “I, Reno, from the island of Crete, interpret dreams by the will of the gods.” Under the volcanic ash of the city of Pompeii, preserved by lava in 73 AD, inscriptions-pointers were found,

“ Passer-by, go from here to the twelfth tower. Circus keeps a wine cellar there. Look there. See you".

“For eyes to shine, for cheeks to redden, for a girlish beauty to be preserved for a long time, a reasonable woman will buy cosmetics at reasonable prices from Ecliptos.”

3. In the Middle Ages, in the 12th century, most of the street advertising was built on visual images: signs above the entrance were an image of a thing, reflecting the nature of a particular institution. So, an image of a kalach was placed above the bakery, and a large metal boot hung over the shoemaker's workshop.

The townspeople, thus, were relieved of the need to read the inscriptions. In the medieval city, signs also served as signs to orient residents in space. Andersen even has a fairy tale called "How the storm outweighed the signs." According to the plot, a storm broke out in the city, which “played a joke” on the residents, swapping the signboards of all city institutions.

4. Signs in Russia were intricate and long. The chambers board issued a decree on the reduction of signage in 1749.

The situation on the Russian outdoor advertising market changed by the middle of the 19th century. It was at this time that the transition of outdoor advertising to high-quality new level: it becomes the decoration of the streets. The changes affected, first of all, large cities - Moscow, St. Petersburg, Yekaterinburg.

Signboards were placed on the facades, between shop windows and on the sides of the entrance. In the early 1920s, the activity of window dressing artists aroused the interest of famous painters - M. Chagall, E. Konchalovsky, B. Kustodiev. There were sign collectors.

5. A special period in the history of the development of outdoor advertising in Russia is associated with the name of Vladimir Mayakovsky. He has created many rhymed advertising texts for government organizations. He said that advertising is the name of the product. In 1923, a new method began to be used in advertising - photomontage, a new term arose - “illuminated advertising”.

6. Pay attention to how advertising looked like in Soviet times (Slides in the presentation).

7. Even the children's poet Sergei Mikhalkov created his own prototype of advertising. Let's remember the poem by S. Mikhalkov and the animated film. This is just one example of the impact of advertising on the consumer.

A man was selling a cow in the market.
Nobody gave a price for a cow,
Although many needed a cow,
But apparently people didn't like her.
- Master, will you sell us your cow?
- Selling, I'm standing with her in the market in the morning.
- Are you asking too much, old man for her?
Yes, where to make money, to return his own.
Painfully your cow is thin.
- Sick, cursed, but just trouble.

- Yes, we have not seen milk yet!
All day long the old man traded in the market,
Nobody gave a price for a cow
One boy took pity on the old man:
- Dad, your hand is not easy.
I will stand next to your cow.
Perhaps we will sell your cattle.
There is a buyer with a tight wallet,
And now he is bargaining with the boy:
- Will you sell a cow? - Buy if you are rich,
Cow, look, not a cow, but a treasure.
- Yes, is it? Looks painfully thin.
- Not very fat, but good milk yield.
How much milk does a cow give?
- If you don't milk it in a day, your hand will get tired.
The old man looked at his cow:
Why am I, cow, selling you?
I will not sell my cow to anyone,
You need such a beast!

8. Pay attention to the table, it reflects the "Short biography of advertising."

9. And now we will get to know you with the forms of advertising, as well as their advantages and disadvantages:

Start doing class work, for example, make a sample on TV, radio about the advantages and disadvantages of advertising:

Independent work in groups. Selectively do in class and then continue at home.

Advantages

Possibility of wide coverage. Release frequency advertisements. Non-seasonal nature of demand. Fast execution of ads. Wide coverage. High hit rate. Great creative possibilities. Simultaneous visual and auditory impact. Entertaining nature. Low costs. High frequency. Minor seasonal fluctuations in the composition of the audience. Possibility of full coverage of a certain area. Possibility of selective appeal to potential customers. Flexibility in form and style. Absolute control over the release process and the number of announcements. Rich typographic possibilities. Regularity of advertisements. Ability to select a demographic group. Choice of local and regional markets. Authority and trust.

Flaws

Limited color performance. The inconvenience of visual perception due to the “thickness” of the text on the pages. Rare cases of re-reading. High cost of production and broadcast time. A sharp decrease in the number of viewers in the summer. Long preparatory period. “Short life” ads. The habit of people to use the radio as a sound background and not notice advertising messages. High costs per issue. Long delivery times. Difficulty getting the right mailing list. consumer resistance. Less opportunity to attract attention than other types of media. High costs.

Ultimately your homework will look like this.

1) newspapers:

Advantages:

• Possibility of wide coverage.
• The frequency of advertisements.
• Non-seasonal nature of demand.
• Fast execution of ads.

Flaws:

• Limited color performance.
• The inconvenience of visual perception due to the “thickness” of the text on the pages.
• Rare cases of re-reading.

2) television:

Advantages:

• Wide coverage.
• High hit rate.
• Great creative possibilities.
• Simultaneously visual and auditory
• impact.
• Entertaining nature.

Flaws:

• High production cost and
• broadcast time. A sharp decrease in the number of viewers in the summer.
• Long preparatory period.

3. Postal items.

Advantages:

• Possibility of full coverage of a certain area.
• Possibility of selective appeal to potential customers.
• Flexibility in form and style.
• Absolute control over the release process and the number of announcements.

Flaws:

• High costs per issue.
• Long delivery times.
• Difficulty getting the right mailing list.
• consumer resistance.

4. Magazines.

Advantages:

• Rich typographic possibilities.
• Regularity of advertisements.
• Ability to select a demographic group.
• Choice of local and regional markets.
• Authority and trust.

Flaws.

• Less opportunity to attract attention than other types of media.
• Long preparatory period.
• High costs.

Advantages:

• Average costs.
• High frequency.
• Minor seasonal fluctuations in the composition of the audience.

Flaws:

• “Short life” ads.
• The habit of people to use the radio as a sound background and not notice advertising messages.

1) to attract the attention of a potential buyer;

2) arouse the interest of a potential buyer;

3) inspire confidence in the product and the company;

4) increase the desire of a potential buyer to have a product;

5) encourage a potential buyer to action.

You take it out yourself now. I am giving you a task. Listen to the words, then, at my request, write down these words in any order.

• Desk
• Board
• Briefcase
• Bag
• Teacher
• Class

Remember, I already told you that in 1749 the chambers - the board issued a decree on the reduction of words in advertising. We have found out that the maximum number of words that a person can remember at the same time in memory is 7 + - 2, from 5 to 9 words. From 5 to 9 words should be in an advertisement so that the advertisement has an impact on a person.

12. Consolidation of the received material. Conducting the game “Implementation of creative mini-projects to create an advertising text” - a video.

We found out that advertising on television has a great impact on a person. I want to draw your attention to the fact that one of the methods of advertising is such a type of advertising as public offer e.g.….. In form public offer can be any document containing essential conditions future contract, with the express intentions of the person who made the offer to conclude ...

On TV, this type of advertising is rarely broadcast, such as social advertising, for example ... .. - this advertisement is very significant for our society. On Sunday, they show the program “So far, everyone is at home”. There is a social advertisement about children left without parents… “Let mom see, Let mom understand, mom will certainly find me…”

unscrupulous;

Unreliable;

unethical;

knowingly false;

Hidden;

Let's consider them in detail:

Today we will focus on st. 9,10 pp. 38 reader on the basics of consumer culture.

Unfair advertising is considered to be advertising that misleads consumers about the advertised product by imitation or copying of text, sound effects used in advertising of other products, or abuses the trust of individuals or their lack of experience and knowledge. False advertising is not allowed.

An advertisement is false if it contains false information about the goods (its characteristics, purpose, consumer properties, cost of the goods, delivery, exchange, warranty and expiration dates, service, etc. An example of false advertising is the use of superlatives (“ the most", "only", "best", "absolute", "only"), in the case when it cannot be documented. There are quite a lot of examples of inaccurate advertising. Inaccurate advertising is not allowed.

Unethical advertising is one that contains textual, visual, audio information that violates generally accepted norms of humanity and morality. These are cases of using offensive words, comparisons of images of race, nationality, professions, social category, age group, gender, language, beliefs of individuals. Or advertising discredits objects of art that make up national or world cultural heritage, state symbols, discredits any individual or legal entity, activity, profession, product. Unethical advertising is not allowed.

The use in radio, television, video, audio and film products and other methods of hidden advertising, which has an unconscious perception (mixing special video inserts, double sound recording), and the use of other methods is not allowed.

III. Consolidation of the studied material. As a consolidation of the studied material, we will perform a test.

Test.

a) unreliable;

b) unethical;

a) public offer;

b) dishonest;

c) obviously false.

a) in the service sector;

b) social;

c) commodity.

4. Which of the poets of the Soviet era played an important role in the development of advertising:

a) S. Yesenin;

b) A. Blok;

c) V. Mayakovsky.

III. Summary of the lesson. Have the learning objectives been achieved?

House. exercise. Continue to complete the table.

Literature was used in preparation for the lesson.

Regulations:

1. The Law of the Russian Federation “On Advertising” has been in force since 1.08.1995.
2. Additional literature:
3. V.D. Simonenko, T.A. Stepchenko "Fundamentals of consumer culture", M., 2004.
4. ON THE. Zaichenko "Economics 6-8 grade" book for teachers, St. Petersburg, 2000
5. The group of authors I Vinogradova, R. Kokorev and others. “Fundamentals of consumer knowledge”, M., 1997.

Orel, 2014 Advertising legislation of the Russian Federation. General provisions and requirements for advertising A.N. Kiryanov Deputy Head of Department - Head of the Department of Natural Monopolies and Advertising DEPARTMENT OF THE FEDERAL ANTIMONOPOLY SERVICE for the Orel Region

The legislation of the Russian Federation on advertising consists of the Federal Law "On Advertising". Relations arising in the process of production, placement and distribution of advertising may also be regulated by other federal laws adopted in accordance with this Federal Law, regulatory legal acts President of the Russian Federation, regulatory legal acts of the Government of the Russian Federation. 2 Advertising legislation

3 1. Federal Law "On Advertising"; 2. Federal Law “On the organization and holding of the XXII Olympic Winter Games…”; 3. Federal Law “On the preparation and holding in the Russian Federation of the 2018 FIFA World Cup, the 2017 FIFA Confederations Cup…”; 4. Code of the Russian Federation on Administrative Offenses; 5. Decree of the President of the Russian Federation "On Guarantees of the Right of Citizens to Health Protection in the Distribution of Advertising"; Legislation on advertising

4 6. Federal Law "On Compulsory Insurance of Civil Liability of Vehicle Owners"; 7. Rules for consideration by the antimonopoly authority of cases initiated on the grounds of violation of the legislation of the Russian Federation on advertising, approved. fast. Government of the Russian Federation from; 8. Administrative regulations for the execution of the state function for the consideration of cases initiated on the grounds of violation of the legislation of the Russian Federation on advertising, approved. by order of the FAS Russia dated /12; Advertising legislation

5 9. Federal Law “On the Protection of the Rights of Legal Entities and individual entrepreneurs... "; 10. Regulations on state supervision in the field of advertising, approved. fast. Government of the Russian Federation from; 11. Administrative regulations of the Federal Antimonopoly Service for the performance of the state function of supervising compliance with the legislation on advertising by conducting audits of compliance with the legislation of the Russian Federation on advertising, approved. by the order of the FAS Russia from the Legislation on advertising

6 1. Resolution of the Plenum of the Supreme Arbitration Court of the Russian Federation dated; 2. Information letter of the Supreme Arbitration Court of the Russian Federation dated Arbitrage practice

The subject of regulation is public relations for the production, placement and distribution of advertising in the markets of goods, works, services of the Russian Federation local governments have the right to independently resolve issues of local importance related to the distribution of outdoor advertising, since they affect the authority to use, own and dispose of municipal property (Article 130,132,133 of the Constitution, Article 19 of the Federal Law "On Advertising") The scope applies to relations in the field of advertising, regardless of place of its production, if the distribution of advertising is carried out on the territory of the Russian Federation 7 Legislation on advertising

8 advertising - information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at drawing attention to the object of advertising, generating or maintaining interest in it and promoting it on the market Concept of advertising Federal Law of N 38- Federal Law "On Advertising" disseminated information is addressed to an indefinite circle of people directs attention and interest to the object of advertising has the goal of promoting the object of advertising to the market Signs of advertising

Article 2 (excerpts) information, the disclosure or dissemination or communication to the consumer of which is mandatory in accordance with federal law; signs and signs that do not contain information of an advertising nature; messages from authorities, if such messages do not contain information of an advertising nature and are not social advertising; 12 of the Federal Law "On Advertising" does not apply to:

Information letter of the Presidium of the Supreme Arbitration Court of the Russian Federation dated "Overview of the practice of resolving disputes related to the application of advertising legislation" (excerpts) common practice and corresponds to the customs of business turnover that have developed on the territory of Russia. The purpose of information of this nature is to notify an indefinite circle of persons about the actual location of the legal entity and (or) designate the place of entry. The indication by a legal entity of its name on a sign (tablet) at the location pursues other goals and cannot be considered as advertising. Information, the distribution of which in form and content is mandatory for a legal entity on the basis of law or business practice, does not apply to advertising information, regardless of the manner in which they are executed on the corresponding sign, including using a trademark On the distinction between the concepts of a sign and advertising

Indication of the name, address and mode of operation of the organization is one of the mandatory requirements for a signboard. The Law of the Russian Federation "On Protection of Consumer Rights" indicates the profile of the organization (pharmacy, confectionery, restaurant) is recognized as a business practice. the name of the organization, if such an indication is intended to identify a store (office) for consumers, an indication of the range of goods and services sold (bread, products, furniture) is recognized as a business practice.

Installation and operation technical means organizations traffic regulated by regulations in the field of road safety design, manufacture, installation and operation of information signs are carried out in accordance with the requirements of GOST R GIBDD supervises road safety and prescribes or permits the relevant organizations to install and remove technical means of traffic management information about the name of the organization and its location, as an indication of the direction of movement to the organization;

16 Basic Concepts Article 3 of the Federal Law "On Advertising" Advertiser - a manufacturer or seller of goods or another person who has determined the object of advertising and (or) the content of advertising. Advertiser - a person who fully or partially converts information into a form ready for distribution in the form of advertising. Advertiser - a person who distributes advertisements in any way, in any form and using any means.

17 Sponsored advertising - advertising distributed on the condition of mandatory mention in it of a certain person as a sponsor. Sponsor - a person who provided funds or ensured the provision of funds for organizing and (or) holding a sports, cultural or any other event, creating and (or) broadcasting a television or radio program, or creating and (or) using another result of creative activity. Article 3 of the Federal Law "On Advertising" Basic concepts

18 Basic concepts Article 3 of the Federal Law "On Advertising" Social advertisement- information disseminated in any way, in any form and using any means, addressed to an indefinite circle of persons and aimed at achieving charitable and other socially useful goals, as well as ensuring the interests of the state. Distribution conditions: -5 percent of the annual volume of distributed advertising; -Civil contract; - Sponsors are allowed

20 unfair is carried out in the following forms: 1) incorrect comparison of goods 2) defamation of a person (usually a competitor, his goods) 3) surrogate advertising 4) an act of unfair competition misleading, a part of the essential information about the advertised product, about the conditions for its acquisition or use is missing, if the meaning of the information is distorted and consumers of advertising are misled. unethical law prohibits advertising General requirements to advertising swear words, obscene and offensive images, comparisons and expressions, including in relation to gender, race, nationality, profession, social category, age, language of a person and citizen, official state symbols (flags, coats of arms, hymns), religious symbols , objects cultural heritage(monuments of history and culture) of the peoples of the Russian Federation, as well as objects of cultural heritage included in the World Heritage List.

21 Unfair advertising 1) contains incorrect comparisons of the advertised goods with the goods in circulation, which are produced by other manufacturers or sold by other sellers; 2) defames honor, dignity or business reputation persons, including a competitor; 3) is an advertisement of a product, the advertising of which is prohibited in this way, in given time or in this place, if it is carried out under the guise of advertising another product, the trademark or service mark of which is identical or confusingly similar to the trademark or service mark of the product, in relation to the advertising of which the relevant requirements and restrictions are established, as well as under the guise of advertising of the manufacturer or the seller of such goods; 4) is an act of unfair competition in accordance with the antitrust laws. General advertising requirements

Advertising that discredits honor, dignity or business reputation “I am making you an offer that cannot be refused. And remember, not every orange chainsaw is a decent quality tool. Beware of fakes! 23 False Advertising

Advertising of a prohibited product under the guise of another Advertising BAA Goldline Light “These preparations (note: prescription preparations Goldline and Reduxin are compared) contain the same active ingredient in the same dosages. The only difference between them is the price." Goldline - prescription drug Goldline Light - dietary supplement 25 False advertising

26 False advertising Advertising that contains information that does not correspond to reality: 1) about the advantages of the advertised product over goods in circulation that are produced by other manufacturers or sold by other sellers; 2) any characteristics of the product, including its nature, composition, method and date of manufacture, purpose, consumer properties, conditions for the use of the product, its place of origin, the presence of a certificate of conformity or a declaration of conformity, marks of conformity and signs of circulation on market, service life, shelf life of the goods; 3) on the assortment and on the complete set of goods, as well as on the possibility of their acquisition in a certain place or within a certain period of time; 4) on the cost or price of the goods, the procedure for its payment, the amount of discounts, tariffs and other conditions for the acquisition of goods; 5) on the terms of delivery, exchange, repair and maintenance of goods; 6) on warranty obligations of the manufacturer or seller of goods; 7) on exclusive rights to the results of intellectual activity and equivalent means of individualization of a legal entity, means of individualization of goods; 8) on the rights to use official state symbols (flags, emblems, anthems) and symbols of international organizations; 9) on official or public recognition, on receiving medals, prizes, diplomas or other awards; 10) on the recommendations of individuals or legal entities regarding the object of advertising or on its approval by individuals or legal entities; 11) on the results of research and testing; 12) on granting additional rights or benefits to the purchaser of the advertised product; 13) on the actual amount of demand for the advertised or other goods; 14) on the volume of production or sale of the advertised or other goods; 15) on the rules and deadlines for holding an incentive lottery, contest, game or other similar event, including the deadline for accepting applications for participation in it, the number of prizes or winnings based on its results, the timing, place and procedure for receiving them, as well as about the source of information about such an event; 16) on the rules and terms of risk-based games, bets, including the number of prizes or winnings based on the results of risk-based games, betting, terms, place and procedure for receiving prizes or winnings based on the results of risk-based games, bets , about their organizer, as well as about the source of information about risk-based games, bets; 17) on the source of information subject to disclosure in accordance with federal laws; 18) about the place where, prior to concluding a contract for the provision of services, interested persons can familiarize themselves with the information that must be provided to such persons in accordance with federal laws or other regulatory legal acts of the Russian Federation; 19) about the person obligated by the security; 20) about the manufacturer or the seller of the advertised goods. General advertising requirements

"ALLERGY! PREVALIN is the only one for pregnant and lactating women * "PREVALIN reduces the symptoms of allergic rhinitis by blocking allergens (the gel is applied to the nasal mucosa), the drug Naozaval has a similar effect, which can also be used by pregnant and lactating women 28 False advertising

29 incite to commit illegal acts General requirements for advertising Advertising must not call for violence and cruelty be similar to road signs or otherwise threaten the safety of traffic, form a negative attitude towards persons who do not use the advertised goods, or condemn such persons

33 General requirements for advertising In advertising, it is not allowed ** except for such use in advertising of medical services, personal hygiene products, in advertising, the consumers of which are exclusively medical and pharmaceutical workers, the use of images of medical and pharmaceutical workers - in advertising of any goods **, - the word “doctor”, etc., - a specific medical specialty, - a white coat, phonendoscope, etc.

34 indication of medicinal properties, that is positive influence on the course of the disease, the object of advertising General requirements for advertising In advertising is not allowed - in advertising of any goods **, - disease, - symptoms of the disease, - improvement of the state ** except for such an indication in the advertising of medicines, medical services, including methods prevention, diagnosis, treatment and medical rehabilitation, medical devices

General requirements for advertising Cream-gel “Endocrinol” “….Endocrinol instantly, through the skin, delivers the active substances of Potentilla Alba directly to the thyroid gland. They eliminate lymphatic congestion, help the nodules on the thyroid gland to dissolve and normalize its function, regardless of whether it is increased or decreased ... ". Violation of Clause 6 of Part 5 of Article 5 of the Federal Law “On Advertising” 35

36 use of swear words, obscene and offensive images, comparisons and expressions General requirements for advertising Advertising is not allowed, including in relation to gender, race, nationality, profession, social category, age, language of a person and citizen, official state symbols (flags, coats of arms, hymns), religious symbols, objects of cultural heritage (monuments of history and culture) of the peoples of the Russian Federation, as well as objects of cultural heritage included in the World Heritage List

38 General requirements for advertising In advertising, it is not allowed to use swear words, obscene and offensive images, comparisons and expressions, including in relation to gender, race, nationality, profession, social category, age, language of a person and citizen, official state symbols (flags, coats of arms, hymns), religious symbols, objects of cultural heritage (monuments of history and culture) of the peoples of the Russian Federation, as well as objects of cultural heritage included in the World Heritage List, advertising creates an association with the flag of Ukraine in a pejorative aspect and forms a comparison offensive to the state symbol.

39 which lacks part of the essential information about the advertised product, about the conditions for its acquisition or use, if this distorts the meaning of the information and misleads consumers of advertising

40 The fact that the font size is not defined in the Law does not mean that the font size can be any, because, as follows from the provisions of Article 5 of the Federal Law “On Advertising”, advertising must be conscientious and reliable and should not lead to consumer confusion. The information indicated in the advertisement in small print cannot be communicated to the consumer properly, and therefore the consumer is misled in relation to the proposed product / service. General advertising requirements

When producing, placing and distributing advertisements, the requirements of the legislation of the Russian Federation, including the requirements of civil legislation, legislation on the state language of the Russian Federation, must be observed. Defining the areas of mandatory use of the state language of the Russian Federation, Federal Law No. 53-FZ "On the State Language of the Russian Federation" prescribes the mandatory use of the Russian language in advertising, as well as in the names of organizations of all forms of ownership. At the same time, the said Law provides for the possibility to use in these areas, along with the state language of the Russian Federation, other languages ​​of the peoples of the Russian Federation or foreign languages ​​in the prescribed manner. According to this procedure, when using a foreign language in advertising, texts in Russian and in foreign language must be identical in content and technical design, made legibly. If the advertisement is distributed in the form of audio and audiovisual material, the audio information in Russian and the said information in a foreign language must also be identical in content, sound and transmission methods. exclusion from the areas of mandatory use of the Russian language for trade names, trademarks and service marks. 42 General requirements for advertising

43 Source of information about the organizer of such an event, about the rules for holding it, the number of prizes or winnings based on the results of such an event, the timing, place and procedure for obtaining them. , the condition of participation in which is the purchase of a certain product, must be indicated

The Federal Law “On Advertising” does not require the license number to be indicated in the advertisement FAS Russia is not empowered to approve advertising materials In case of copyright infringement, civil liability arises as a sponsor a sponsor is a person who provided funds or ensured the provision of funds for organizing and (or) holding a sports, cultural or any other event, creating and (or) broadcasting a television or radio program, or creating and (or) using another result of creative activity 44 General advertising requirements

"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. Ancient Egypt. TOPIC 2. The history of the emergence and development of advertising. Leading position in 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.