Russian Lawmakers Seek To Ban "Beer Advertisements" on The Internet

The deputies of the "United Russia" proposed to extend the ban on alcohol advertising, which is already in late July to finally get out of the TV and outdoor advertising, and online media. As a result, ads only will move to sites that are not registered as mass media, such as thematic resources, search engines and social networks, experts warn.

The bill on amendments to Art. 21 of the law "On advertising" went to the State Duma on Friday, its authors – members of the "United Russia" Sergei Zheleznyak, Maria Kozhevnikov, Irina Rodnina, Igor and Irina Rudensky Spring. The amendments involve the prohibition of advertising of alcoholic products on the websites registered as mass media. The main purpose of the bill – "the creation of conditions preventing the consumption of alcohol by young people, including beer," explains a message on the site of "United Russia". According to Mr. Zheleznyaka quoted ER.ru, "a very large component of Internet users – young people," which, according to sociological surveys, drink beer starts at an increasingly early age. The responsibility, in his opinion, should be precisely those network resources that are positioning themselves as the media.

According to the law "On Advertising", is now banned alcohol, in particular, on the covers of magazines and newspapers, on television, radio and cinema, outdoor advertising, as well as in vehicles. An exception was made only for the beer, which so far can be placed in TV shows from 7 to 22 pm and radio programs from 9 to 24 hours. But from July 22, 2012 beer will amount to a strong alcohol, the main media outlet for which are only online and print media.

According to an expert of internet studies think tank "Video International" Artem Radkevich on alcohol advertising accounts for about 3-4% of all media advertising on the Internet, there are about 500-600 million rubles. excluding VAT on the basis of 2011. For comparison, the same amount of press advertising is estimated at 1.6-1.7 billion rubles. for the year. In this case the prohibition of alcohol advertising in the online media, most likely, will not lead to a significant overflow of budgets in the press, said Mr. Radkevich. "Most of the potentially interesting for alcohol advertising web sites, except for the news, not registered as mass media – is, for example, automotive or lifestyle-resources, search portals, social networks," – he explains. According to the registry Roskomnadzora are not registered as mass media, including the largest audience on websites in Russia – "Yandex" (according to TNS Russia, a monthly audience of the home page in April – 28.52 million users from 12 to 54 years in cities with population of 100 thousand people), Mail.ru (26,849 million), "in contact" (29.16 million), "Classmates" (23602000).

Distribution of the ban on alcohol advertising in the online media market situation is not changed, according to director general of Gazprom-Media Digital (GPMD) Natalia Dmitrieva: for example, of 18 resources, which sells advertising on GPMD, evidence of the media are only three – RuTube, Tvigle and Newstube . In her estimation, budgets allocated to the Internet in 2012 will remain at current levels or increase, and the volume of Internet advertising of beer to reach at least 1-1.5 billion rubles., The amount may change in a big way when budgeting for the end.

Internet – a significant channel of promotion, but to discuss how advertising can redistribute flows sooner, according to director of external relations and working with state authorities brewery "Baltika" Alexei Kedrin. Industry companies hope that the new government will be more open to communicate with the business community, so the industry is now important to understand whether a parliamentary initiative is a continuation of the old trend restraining or loud than slogans will attempt to really understand the problem, he says. While the discussion of the bill the business community not involved, admits Mr Kedrin.