The law, which proposed to increase from 15% to 20% the maximum duration of advertising time in the television program, and return commercials in... The law on advertising in children’s programs, the Senate passed on the second attempt

The law, which proposed to increase from 15% to 20% the maximum duration of advertising time in the television program, and return commercials in children’s programs, was adopted by the Council of the Federation.

The document provides for the prohibition of advertising goods, not intended for children, including medicines, children’s and educational telecasts.

Note that the upper house of Parliament passed the law only at the second attempt. Initially it was supported by 85 senators with the necessary 86. At this point in the hall was the speaker of the house Valentina Matvienko, who declared his support for the law. It was decided on the second ballot, in which for the bill spoke for 112 senators.

Prohibition of advertising goods, not intended for children does not apply to sponsored advertising, except in those cases where it is advertised: alcohol, military products and weapons, risk-based games, betting, services on contract rents, including the contract of life maintenance of a dependent, the activity of mediators providing mediation.

“Exception made for sponsorship advertising will apply to manufacturers of drugs, medical devices, dietary SUPPLEMENTS, mentioned in an interview with “FV” partner bar Association “Kovalev, Tugushi and partners” Sergey Patrakeev. – However, the terms “sponsor” and “sponsor advertising” law has already established additional requirements. And in General practice is still not met cases that, say, a manufacturer of dietary SUPPLEMENTS distributed in the children’s TV program, your sponsored ad”.

In other words, if to advertise the product enough to buy airtime (with a slot in the ad unit), then the sponsorship is a more onerous task, as the sponsor participates in the creation of shows or events which are being broadcast, the expert concluded.

For more information, see “PV” № 24 (937) from 7.08.2018 in the publication “good night, kids”.

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