Government submits to State Duma a draft law on large families in advertising
The government has submitted to the State Duma a draft law on the mandatory image of a large family with at least three children in social advertising. The changes will affect government procurement under 44-FZ.
The Russian government has submitted to the State Duma a draft law that would require the use of the image of a large family — with at least three children — in social advertising. The document has been published in the electronic database of the Russian parliament.
The draft law amends Articles 5 and 10 of the federal law "On Advertising." The provisions affect advertising procurement by government agencies, local government bodies, municipal bodies, and legal entities acting as customers under Federal Law No. 44-FZ "On the Contract System in the Sphere of Government Procurement."
What exactly does the document propose?
The authors of the initiative build two key mechanisms into the law:
- associations of advertisers, advertising producers, and advertising distributors will gain the right to establish rules, binding on their members, for the use of the image of a prosperous family in advertising;
- if the image of a family with a child appears in social advertising, advertisers will be required to depict a prosperous family raising no fewer than three children.
Thus, a de facto new standard for the visual representation of the family is being introduced for the advertising industry. Industry associations will act as the operator of this standard — the rules will be developed and enforced through self-regulation, but grounded in law.
Who will the changes affect?
First and foremost — customers of social advertising from the government and municipal sectors. This concerns all entities that purchase advertising services under 44-FZ: from federal agencies to municipal institutions. For them, the choice of creative solutions featuring the image of a family will narrow down to a formally prescribed image — a family with at least three children.
For advertising producers and distributors, the document creates new conditions of membership in industry associations: compliance with the rules governing the depiction of the family will become a mandatory requirement.
Where did the initiative come from?
In March of this year, the Federal Antimonopoly Service (FAS) proposed adding to the law "On Advertising" a new obligation for state and municipal authorities — to use the image of a prosperous family with three or more children in social advertising. The draft law submitted by the government implements this idea.
FAS serves as the regulator of the advertising market and administers the law "On Advertising." The agency's initiative formed the basis of the government document, and its fate will now be decided by the State Duma.
What comes next?
The draft law must pass three readings in the State Duma, receive approval from the Federation Council, and be signed by the president, after which the provisions will take effect. For the advertising industry and government customers, this will mean a reassessment of approaches to the production and placement of social advertising that involves the image of a family.
The editors of Eurasia Marketing will continue to monitor the document's progress through parliament.
Original: sozd.duma.gov.ru
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