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================= Alcohol ads to be banned from Russian media Russia's chief sanitary officer Gennady Onishchenko has proposed a complete ban on alcohol advertising in the Russian media, starting with removing all beer ads from TV. Advertisers, along with alcohol producers and brewers are unanimous that the policy is more likely to inflict losses on their business than to reduce alcohol consumption. "Let's ban alcohol advertising entirely, beer included," Onishchenko urged, commenting on the Moscow city hall decision to limit alcohol retail early in the morning and late at night, to be enforced from September 1. He described the Moscow government's decision as wise and useful, but said comprehensive policies were needed to actually reduce alcohol consumption in Russia. He primarily insisted on banning beer advertising during prime time. Onishchencko's initiatives seriously affect the interests of alcohol producers and advertisers, as well as the media. "From a free market perspective, restrictions and limitations on products that are allowed for sale, look strange," said Sergei Veselov, market research director at the Video International analytical center. In the first six months of this year, the revenues from beer advertising totaled 2.4 billion rubles (with VAT), and from spirits, 500mn rubles. The 2.4 billion rubles paid for beer ads included 1.9 billion for commercial videos shown on TV, which account for 4 percent of TV advertising budgets. Therefore, beer ads contribute some 4-5 billion rubles a year, and TV companies are unlikely to secure this income elsewhere, he said. Beer accounts for 2-2.5 percent of all billboard, poster and other outdoor advertising media, and for 3 percent of printed media's advertising budgets. The shortfall may be quite painful for newspapers and magazines. As for advertisers and advertising agencies, Veselov said they have experience in adapting to government restrictions. He believes these agencies will survive by finding new niches and expanding their methods of conveying information. Maksim Klyagin, an analyst with Finam Management, said a complete ban on any alcohol advertising is not the most probable scenario at this point. Yet, hypothetically, some restrictions may be imposed by amending the federal law on advertising and other regulatory acts. Sources in the Brewers' Union have failed to predict the kind of restrictions the sector can expect. The parliament is due to consider a series of legislative initiatives, all of them affecting beer production and marketing in one way or another; more than 30 bills are awaiting consideration. ------------------------------------ Post message: [email protected] Subscribe : [email protected] Unsubscribe : [email protected] List owner : [email protected] Homepage : http://proletar.8m.com/Yahoo! Groups Links <*> To visit your group on the web, go to: http://groups.yahoo.com/group/proletar/ <*> Your email settings: Individual Email | Traditional <*> To change settings online go to: http://groups.yahoo.com/group/proletar/join (Yahoo! ID required) <*> To change settings via email: [email protected] [email protected] <*> To unsubscribe from this group, send an email to: [email protected] <*> Your use of Yahoo! Groups is subject to: http://docs.yahoo.com/info/terms/
