OREANDA-NEWS. January 09, 2007. A regular meeting of the Expert Council of Enforcement of the Advertising Legislation took place at the Federal Antimonopoly Service (FAS Russia), reported the press-centre of FAS Russia.

Members of the Expert Council discussed whether the advertisement of the "Eto" store chain, that uses the expression "Father Frost does not exist" discredits parents, day care providers and child minders and undermines confidence in them in the eyes of minors. As a result of the discussion, the experts concluded that the technique of conveying "shocking" new, used in the advertisement, can be perceived ambiguously by the children audience, that can be targeted taking into consideration the advertising schedule in TV programmes. To avoid possible violation of the advertising legislation of the Russian Federation, the Council recommended that the advertiser and TV channels should stop broadcasting the advertisement.

Members of the Expert Council discussed outdoor advertisement of the "Goncharov" footwear company that uses an image of a naked woman and recognized that the image is not offensive. The experts pointed out that the issue of violating the advertising legislation of the Russian Federation can be discussed independently by the antimonopoly body, which forwarded the controversial material, as it can discuss it taking into consideration regional specificity of perceiving the advertisement in question and its local placement.

Members of the Expert Council examined the advertisement of "Kiss" cigarettes, made in pink colours, using the image of a young girl with two pigtails, who is licking an ice cream. The Expert Council noted that judging on the colour scheme, images and slogans of the advertisement its target audience can be minors and recognized that effectively the advertisement is addressed to minors. The Council recommended FAS Russia to initiate proceedings as the advertisement breached the advertising legislation.

The experts analyzed the advertisement of the "FHM" magazine that uses the expression "The main male publishing body [which is Russian can be referred as "organ"] and an image of a naked girl whose breasts are covered by the above expression. The Expert Council recognized that the advertisement uses an indecent image and recommended FAS Russia to initiate proceedings against such an advertisement.

Having considered the advertisement "Тele2" service provider, containing the expression "penetrate the mafia world, fin the ringleaders and become one of them…", the experts pointed out that the advertisement has a style of a computer game, advertises a computer game and does not call for illegal activities.