Medvedev's first. Advertisers have begun to rule the law "On Advertising"

Commonwealth "Rusbrand 'proposes to abolish norm of the law" On Advertising ", relating to the reduction of advertising air in 2008 to nine minutes per hour. Soon, appropriate amendments will be forwarded to the government.
In early March, First Deputy Prime Minister Dmitry Medvedev said that if the media and advertising community will be constructive proposals to change the law "On Advertising", the government is ready to promote their implementation. "If there are initiatives - formulates them, make on behalf of the community government. However, this activity needs to be translated into legislative plane "- then said Deputy Prime Minister.

Commonwealth "Rusbrand", which includes all the major advertisers countries not long in coming, and held a round table with participation of representatives of Ministry of Economic Development, the Federal Antimonopoly Service, the Federal Agency for Press and Mass Communications, the Public Chamber and a variety of advertising associations on the topic of the effects of the entry into force of the law " On Advertising ».

A study on the implications of the law for the "RusBrand" experts held the Higher School of Economics (HSE), which concluded that reducing the advertising of ether in 2008 will lead to higher inflation and a rise in the cost of products of mass consumption. Leading companies will be forced to compensate for the additional costs and a possible slowdown in sales of a gradual increase in prices, says CEO "RusBrand" Alexei Popovich. According to him, it is usually about 2-3% per year in mass and 5-7% in the premium product categories.

A support costs of an existing brand to grow to 100-130 million rubles. in 2006 to 150-180 million rubles. in 2007 and to 230-260 million rubles. in 2008, complains a representative of the Advisory Council for Foreign Investments (FIAC) Larisa Inozemtsev.

However, a member of the working group of the Federal Antimonopoly Service claims that the HSE estimates that underpin "Rusbrand" wrong. According to conservative estimates, the volume of retail trade turnover in 2008 will amount to 10 trillion rubles. and if this figure divided advertisers spending growth in 2008 due to the reduction of broadcast advertising time (27 bln.), the inflation rate will be 0, 275%, instead of 1, 1%, says the source "Vedomosti" in the department . In this statement Popovichev said that, despite the difference in assessment, reduction of advertising on TV will affect the growth of inflation and it is recorded and the HSE and FAS. Therefore, "Rusbrand" recommends to cancel an additional reduction of advertising time, scheduled for 1 January 2008, or postpone the introduction of the rule of law at 1 January 2010, says Popovic, noting that soon will be developed relevant amendments and sent to the government. Even in mature markets, the volume of advertising of 12 minutes per hour, and for emerging markets is characterized by a more liberal approach, while in our country the law "On Advertising" will reduce the amount of advertising permitted to nine minutes per hour, outraged Inozemtsev. Sergei Piskarev, president of RACA, supports the initiative "RusBrand».

In 2006, the advertising market was 176, 3 bln., 85, 9 billion rubles. I had on television advertising. In the second half of 2006, it enacted a law "On Advertising", which has sharply reduced advertising broadcast up to 12 minutes per hour in 2006-2007. and up to 9 minutes on January 1, 2009. Due to this, there was a reduction of technical equipment (gross rating points (GRP), a unit of measurement of the audience). According to forecasts Celler, the price of television advertising will grow in 2008 by 50-60%. I>

Catherine Dolgosheeva


Source: Vedomosti

via vedomosti.ru