Rules will hurt TV coin

MOSCOW – Ad revenues for Russian channels look likely to be shaken up after country’s parliament endorsed stringent restrictions on beer commercials Sept. 13.

Deputies at Russia’s Duma passed on second reading of law that will, among other restrictions, forbid such ads between 5pm and 10pm daily. In Russia, for advertising purposes, beer is not classed as alcohol, so brewers were able to lobby against a complete TV ban.

With beer commercials running at more than 10% of total TV ad spend, with an estimated spend of around $74 million so far this year, the impact for the sector will be considerable.

The strongest local resentment is directed at various brands that aggressively target the youth market with a lifestyle-driven approach. The best-known local brand Klinskoye shows teenagers drinking on the streets and has been repeatedly criticized by authorities.

A number of other brands, with names like Three Bears and Falcon, actively exploit animal images, which are also banned under the new law.

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