Fewer beer ads

Signs advertising alcohol and tobacco products will soon disappear from Ukrainian cities and villages, and ads for beer and cigarettes will no longer be aired on television and radio. A few days ago the Verkhovna Rada of Ukraine adopted a law banning the advertising of tobacco products, alcoholic beverages, and alcopops on indoor and outdoor signage, from public transport, the first and last pages of newspapers and magazines, and radio and television, except at an authorized time.

According to the new law, indoor advertising means “advertising inside buildings and structures, including cinemas and theaters, before, during, and after films or plays, concerts, as well as during indoor sports competitions, except for retail outlets (such as buffets, kiosks, and stalls), which can place information on goods that are sold in these places.”

Alcoholic beverages can be advertised only during special exhibition events organized on certain premises or in an enclosed area with the goal of promoting a certain item on the market. Some experts told The Day when this kind of advertising will be removed from billboards.

COMMENTS

Volodymyr BONDARENKO, member of the Verkhovna Rada:

“The enacted law considerably restricts alcohol and tobacco ads. But in order not to damage the advertising market as a result of these restrictions, there are plans to gradually ban ads for tobacco and alcohol products so that the media can sign other advertising contracts and avoid a financial debacle. As for tobacco, the full ban will come into effect in 2009. While all tobacco products will no longer be advertised on television, radio, and signs, there will be certain concessions with respect to alcoholic beverages: they will be advertised on TV and radio only from 11 p.m. until 6 a.m. Outdoor alcohol ads will be banned altogether in 2009, both in cities and outside them. You will not find such ads on the front and back pages of newspapers and magazines, or in publications designed for children and youth. The new law also includes a revised article on sponsorship. It states that from 2009, TV programs will not be allowed to air any advertisement-type information about a sponsor or producer of alcoholic beverages during the news or voiceovers of film footage. This means that when a soccer match is being broadcast, only a small image of a trademark without any voice-over about the manufacturer can be shown. I am convinced that this law will help reduce alcohol consumption and smoking, especially among minors.”

Yurii SALIUK, head of the Analysis and Strategic Planning Department at the National Expert Commission for the Protection of Public Morality:

“We proposed banning outdoor advertising of alcohol and tobacco products as an amendment to the Ukrainian law ‘On the Protection of Public Morality.’ Similar proposals were also proposed during public hearings on the state of morality and the impact of information disseminated by the media on the younger generation. The hearings, held last year in Rivne, resulted in a public appeal to the government. As to whether this law will be observed, I am confident that it will be. Among those who will be ensuring its observance are law-enforcement and local government bodies and, of course, our commission. This legislative act should probably be reinforced by a clause on enhanced liability for any violations.”