OREANDA-NEWS. June 10, 2008. The Expert Council on Enforcement of the Advertising Legislation at the Federal Antimonopoly Service (FAS Russia) discussed Part 3 Article 10 of the Federal Law "On Advertising", which sets the requirements to social advertising, reported the press-centre of FAS Russia.

Members of the Export Council pointed out that under the above norm, contracts for social advertising are governed by the Civil Code of the Russian Federation and, accordingly, can be paid or unpaid, depending on the agreement reached by the parties.

The extent of social advertising, mandatory for the advertisers under the Federal Law "On Advertising", is determined taking into consideration of the advertisement carrier, based on the overall time and (or) space of the advertisements. In particular, if an advertisement is placed on a single advertising structure, the extent of social advertising is calculated based on the time of advertisement.

The Expert Council discussed an advertisement of "Kent" cigarettes that used a stylish image of the territory of Japan, including the Kuril Islands. The Expert Council concluded that the outline of the Islands used in the advertisement is perceived as a single country - Japan and includes the outline of the Kuril Islands. The Council recommended FAS Russia to initiate proceedings with regard to the above advertisement, taking into account the fact that the image used in the advertisement can be considered as insulting to the national feelings of the citizens of the Russian Federation.

The Expert Council also examined the advertisement of "Ledokol" vodka that used an expression "Removing communication barriers". Members of the Expert Council indicated that this expression demonstrates personal success, and recognized that the advertisement violated the legislation on advertising of the Russian Federation and recommended FAS Russia to initiate proceedings with regard to the above advertisement.

The Expert Council studied a TV advertisement of the "Eldorado" store, which used the expression "Why are you like shush!", and concluded that the advertisement does not form negative attitude towards people who do not use the advertised products.

Members of the Expert Council looked at the advertisement of the "Media Market" stores which used the image of several men standing with lowered pants, while the middle parts of their bodies were covered with the expression "We have indecently lowered our prices!". Having discussed the advertisement, the Expert Council recommended FAS Russia to send a letter to the advertiser pointing out the need to change the advertisement observing the generally accepted rules of behavior in public.

The Expert Council was also asked to consider an advertisement of steel entrance doors, which used an image of a dog with a gun pointed to its head. Members of the Expert Council stated the established rule of the international practice - not to threaten any live creature with physical violence, including weapons, and recommended FAS Russia to initiate proceedings with regard to the above advertisement.

The Expert Council examined an outdoor advertisement of the "Consul" mattresses, which showed from behind a half-naked girl lying on a mattress. As the object of advertising was the mattress that helps supporting the spine in a straight position and the advertisement showed such a position, the Expert Council did not find that the advertisement violated any ethical standards. At the same time, due to possible ambiguity of its perception by consumers, the Expert Council recommended FAS Russia to send a letter to the advertiser with a proposal not to position such an advertisement in the vicinity of children's, educational, or cultural institutions, and places of worship and religion.