The press select all the rights for advertising alcohol and tobacco

Printed editions of Ukraine in the next year may experience a serious shortage of advertising budget. Most likely, the advertising of tobacco and alcoholic beverages in 2010 will be impossible. Publishers have long been aware of the impending changes. The ban was calculated to "circumvent" due to the registration of publications, as the specialized press. However, last Friday in the Verkhovna Rada of Ukraine has adopted a bill that calls into question the possibility of such a workaround.

It is known that the ban on advertising cigarettes and alcohol in the media comes into force from 1 January 2010. However, to date the law was not clearly defined, a publication can be considered as "specialized". Of course, many publishers re-registered their print publications, as specialized. For all existed at the time of publication of the documents to qualify for the advertising company of tobacco and alcohol.

November 6, 2009 in the Verkhovna Rada deputies of the Yulia Tymoshenko Bloc Yelena Kondratyuk and Nicholas Bagreeva was presented a bill number 5316 "On Amending the Law" On Advertising ". It states that the specialist should be considered only those publications that are in some way illuminate the theme of production, distribution, or consumption of alcoholic beverages and tobacco, or publications targeted at those engaged in economic activities in these areas.

Publishers unpleasantly surprised by the new bill. After all, their estimates of advertising of cigarettes and alcohol is now about 5% of the total income of the press. Some publications targeted at male audience, can boast that their incomes tobacco-alcohol advertising is 50-60%.

Of course, you can partially bypass and a new bill. A certain level of sales can be saved by the so-called sponsorship packages. If you can not advertise brands of cigarettes Pall Mall, then promote the company British American Tobacco, apparently you can. However, the advertisers themselves belong to such proposals with caution. Desire publishing houses still have the advertising budget does not coincide with the desire of tobacco companies do not risk it. Director of Corporate Affairs «JTI-Ukraine" Dmitry Redko noted that the proposals on advertising through sponsorship packages have already received from the press, but the tobacco company will not be advertised until it knows the exact interpretation of the law.

Most likely the company, selling alcohol, will choose the same way that tobacco companies. Also still in the press were advertising companies only premium product groups. If a transparent and legitimate offers from publishing houses will not, alcohol companies redistribute the budget for other types of advertising. For example, television advertising of alcoholic beverages is legal from 23:00 to 6:00, as well as in the form of sponsorship