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25.10.2011
The premises is
In different countries varies considerably the number of institutions that regulate advertising. of only the central agencies for more than twenty, and in fact the principal amount of all the provisions adopted at the level of individual states and regions. Add to this specialized association of advertising professionals and advertising agencies are also developing their own rules. We can say that the basis of all the basic legal documents is the "International Code of Advertising Practice", adopted by the International Chamber of Commerce in 1937 and then revised over the years. Its essence can be seen from the following passage: "International Code of Advertising Practice is designed primarily as a tool of self-discipline, but at the same time it is intended for use in judicial practice as a reference in the relevant laws ... The Code sets out the ethical standards that should guide all related to advertising, including advertisers, advertising artists, advertising agencies and media ... MAIN PRINTsIPYLyuboe advertising message must be legally impeccable, decent, honest and truthful. Any advertising message the premises is must be created with a sense of responsibility towards society and conform to the principles of fair competition, it is common in commerce. No advertising message must not undermine public confidence in advertising. Advertising message should not contain statements or pictures that are contrary to accepted rules of decency in society. Advertising message shall be such as to not abuse the trust of the buyer and not to use his inexperience and lack of his knowledge. 1) The advertising message must not be without a good reason to play on fear. 2) The advertising message must not play on superstition. 3) The advertising message must not contain anything that could cause violence or to support it. 4) The advertising message should not support discrimination based on race, religion or gender. Advertising message should the premises is not contain any statements or images that are directly or indirectly, by omissions or ambiguity, exaggeration, and could introduce misleading the premises is customers, particularly in relation to: 1) The nature, composition, method of manufacture and date of issue, for purpose and scope, quantity, place of manufacture and country of origin, as well as its other characteristics; 2) consumer product features the premises is and current prices; 3) other conditions of payment, including installment, lease, loan, etc. (see Special Resolution "B"); 4) delivery, exchange, return, repair and maintenance; 5) a guarantee (see Special Resolution "A"); 6) copyright and industrial property rights such as patents, trademarks, designs, industrial designs and trade names; 7) an official endorsement or acceptance, award medals, prizes and diplomas; 8) the size of profits, destined for charity. Advertising message should not distort the results of scientific and the premises is other research as well as citations from the scientific and technical publications. Statistics are not allowed to use so that one should have something other than it really is. Unacceptable distortion of scientific terms, is unacceptable and to the premises is use scientific jargon to give the appearance of alleged scientific validity, which is really not ... " Adopted by the Public Advertising Council "Code of customs and rules of trade advertising in Russia" "... complements the territory of Russia International Code of Advertising of the International Chamber of Commerce next to the ethical rules and regulations, taking into account the peculiarities of the advertising market and the cultural and historical traditions of Russia." The essence of a set can the premises is be represented by the following passage: "... The subjects of advertising activity is recommended to refrain from manifesting in the advertising elements of violence, aggressive behavior and dangerous actions, if it is not based on specific goods." Federal Law "On Advertising" regulates "industrial relations, distribution and dissemination of advertising in the markets of goods, works and services ... of the Russian Federation ..." A couple of excerpts from the law: "The goals of this Federal Law is the protection against unfair competition in advertising, prevention and suppression of inappropriate advertising, able to enter the consumer advertising that is misleading or harm the health of citizens and property of citizens or legal persons, the environment or harm to the honor, dignity or business reputation of the persons and infringing upon public interests, principles of humanity and morality. "Unfair is advertising that: discredit the legal and natural persons who do not use the advertised goods, an invalid comparison of the advertised goods with the goods (goods) other natural or legal persons, and also contains statements, images, discrediting honor, dignity or business reputation of a competitor ( competitors) ... Responsibility for violation of Russian legislation on advertising. "Improper advertising, the premises is or rejection of counter-advertising, or to provide information within the prescribed period at the request of the Federal antimonopoly agency (its territorial offices) entail administrative responsibility of a warning or a fine of up to 200 times the minimum wage established by federal law. Improper advertising, done repeatedly during the year after the imposition of administrative penalty for the same procedure entails criminal liability in accordance with the laws of the Russian Federation ... " Various individual laws, ordinances and regulations generally govern the advertising of certain areas, aspects of the business, as well as specific areas of the country. Their impact on advertising can be judged by the following excerpts from the documents: Russian Federation Law "On Competition and Restriction of Monopolistic Activity in Commodity Markets": "... Prohibits unfair competition, including: dissemination of false, inaccurate or distorted information capable of causing damage to another economic entity or harm its business reputation; misleading consumers regarding the premises is the nature, method and place of manufacture, consumer properties, quality of goods; incorrect comparison by an economic entity produced or sold the goods with goods of other businesses ... " Presidential Decree "On protection of consumers against misleading advertising": 1. Establish that the publication and otherwise disclose the advertising banks, finance, insurance and investment companies, institutions and organizations, as well as other legal entities, raise funds, individuals and legal entities or selling goods and services ... shall: avoid ad guarantees, promises or assumptions about future performance (profitability) of their activities; not allow comparison between the advertised and other legal the premises is entities, their services (goods), if the comparison is not possible to confirm the data of statistical reports or balance sheet, certified by the auditors; holding promise of work, services, provision of goods, if not actually carried out (not produced) on the day of advertising ... " Usually, the laws and regulations are violated not directly but indirectly. Consumers often provided insufficient, inaccurate, distorting the reality of information when: • a slight advantage of one good show so that there is a sense of qualitative superiority over the other; • the goods on display in artificial conditions; • gives the impression that the goods have certain qualities that are actually completely or partially absent; • using ambiguous phrases or statements that could easily mislead consumers, represent the product as it is not; • directly or indirectly creates the impression that a particular person really enjoys a certain success of the service and recommends its use, although in reality it does not use or on their own would recommend no more; • gives the impression that the dignity of a product unique to a particular brand or company; • suggests that the small difference the premises is of the goods is important; • suggests that the product has unique qualities, although they are absent; • do not show the really important but "non-winning" characteristics of the product; • made unsubstantiated allegations; • draws attention to a single product and then offer the other. In addition to general laws and regulations, there are sets of rules, regulations, policies, certain advertisement distributors, as well as by the advertisement on the basis of key legislative documents. For example, newspapers and magazines often "reserve the right to edit announcements processing." Publications and developing criteria for publication or not publication of advertisements. And although almost all the media define what "responsible for the content of the ad is the advertiser," they nevertheless provide codes of practice or internal codes by which regulated the relationship in the future of advertising services to advertisers. The most important documents of internal control - agreements governing the relationships with advertisers, advertising agencies and agents. By its nature and form, they are no different from ordinary commercial contracts. Media Advertising Service will normally be the most typical publication of advertisements, which may occur or that problem. In underdeveloped countries, including in Russia today, the press in pursuit of short-term interests, together with advertisers often goes to the outright deception of readers did not mark the editorial announcement, or shamefully put any letter, mark, or distinguish them some kind of special outline. Also, sometimes the words "advertising" is unreadable - it printed in italics, in reversing or very small font. In civilized countries, newspapers and magazines must establish certain requirements for editorial advertising, to the label "advertising", which regulates the size, font, place your ad, etc. Selected legal provisions are combined into a set of rules or internal code of the publishing house, which regulates the relationship between advertising service with publications, readers and advertisers. For example, the newspaper "Hand in Hand" published on its pages of advertising rules: "Your ad after receiving edition will be published in next issue for strict observance of the rules set forth in the section" How to use the newspaper. " In addition, to avoid confusion, please note the following: - Are not allowed to publish ads asking for advance payment, postage and handling fees, or in an envelope of cash and other securities investments as payment for goods or services; - Declarations of persons engaged in commercial activities, financial transactions and real estate transactions, dealers, brokers, advertising agents and sales agents (including distributors of Herbalife and other Neways products), professional entrepreneurs in the service sector are not classified ads of a private nature and therefore will not be published free of the premises is charge; - All paid advertisements are accepted upon presentation of a passport or other gosdokumenta identity; - Announcements in free and premium ... with a proposal to improve the health services will only be accepted at collection points, ads with presentation of a passport or other gosdokumenta, as well as permission for such activity, or a document confirming the premises is the right to engage in it; - The editors reserve the right to edit processing of free and paid the premises is ads to make them the qualities that are convenient for the reader's perception. Announcements, quite inconvenient to print (the premises is for reasons of ethics and meaning) are not published. " "Advertising Standards acceptability" of the American publishing company Providence Journal the premises is Company stipulate that: "The strategic activities are fully meets the basic international standards, U.S. standards, and Rhode Island who support: honesty and good taste; the reader's trust and confidentiality; truthfulness and impartiality; sincerity and frankness; that adhere to the following principles: advertising as a whole should not create the misguided impression, even if each component of advertising, considered separately, is quite true; advertisement should be written for the intended effect in the calculation of both the ordinary honest man, and the intellectually gifted, capable of penetrating analysis; advertising must not obstruct or obscure an understanding of the facts; advertising should not detract cleverly, shoot down the reader confused and reject his attention from the real essence of the terms and conditions of offer. " This implies the basic conditions of advertising specific titles Providence Journal Company: "Putting ads in any of the editions of" Providence Journal "Campaign (MAC) will be subject to the following basic conditions. MPC reserves the right to edit or refuse to print any advertising material submitted for publication.
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Goods are intended "for business", "for lovers the front page, attracts twice, the last - up to 65%, and the not to forget the main thing - to which it is created. Not specifically devised "on the occasion.
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