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The Moscow News. A bill banning the use of recommendations from experts about advertised goods has been introduced to the State Duma
A bill banning the use of recommendations from experts about advertised goods has been introduced to the State Duma. The bill, prepared by LDPR deputies Igor Lebedev and Yaroslav Nilov, suppose a single amendment to the law on advertising that ads cannot use information about the product that mentions the professional occupation of individuals. The only exception can be made for institutions that issue quality certificates, Kommersant reported. Experts are a common feature in advertisements for hygienic products, cosmetics, medicine and pet food. The deputies, however, argue in the explanatory note that it “can hardly be called conscientious advertising.” They also argue that the experts are often subjective and have a material gain in the matter. They are especially concerned with medicine advertising. Doctors and dispensers are interested in higher medicine consumption, they said, and used an example from Azerbaijan where the ban on medicine ads significantly lowered consumption. The use of experts in advertising hygiene products and make-up is very popular, said managing director of BBDO group Olga Gramolina. She told Kommersant the recommendations can be called a good creative decision, as they can be very effective. Personal hygiene products, make-up and medicine were in the top 15 categories of TV advertising, Video International analytics center said.
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