PR of devices for receiving satellite TV from MTS
We have already noted that advertising that damages the reputation of competing companies can be considered unfair. In 2017, Mobile Tele Systems literally destroyed standard terrestrial television during a PR campaign for its satellite broadcasting equipment. The videos contained the following phrase: “Don’t suffer with your old TV. Switch to satellite.” This is a clear example of unfair advertising of services. According to the FAS, even though satellite television has some undeniable advantages over terrestrial television, it cannot be said that it is outdated and unreliable.
FAS considered such a comparison as incorrect. As a result, MTS advertising was classified as unfair. Fines for such violations are in the range of 100-500 thousand rubles. This case is currently under consideration.
PR of devices for receiving satellite TV
Hidden advertising of whiskey
The video channel of popular architect database blogger Ilya Varlamov showed a video called “Non-tourist Cairo: garbage, cemetery and pigs”. In one of the fragments of this video, the host, sitting at a table where a bottle of whiskey is located, discusses “eternal values”. The label, which is clearly visible to the viewer, clearly shows the brand name Dewar’s. Thus, the video blogger did not simply decorate the frame with a bottle of whiskey, but unobtrusively included PR materials promoting alcoholic beverages in his review. This is a clear violation of the law on advertising, under which a corresponding case was initiated.
Advertisement for the product "Gexoral" starring Philipp Kirkorov
The spring months of 2019 gave another example of unfair advertising involving a media personality. The FAS came to this conclusion after studying a video promoting "Geksoral", in which F. Kirkorov starred. This video was shown on TV-3, STS and "First" channels. In it, the singer demonstrates the complete disappearance of a sore throat after using the advertised product. The video is aimed at demonstrating to the viewer a complete guarantee of a positive effect. This violates the law.
The video includes a catchy slogan: "Geksoral. Disease Extinguisher No. 1" with a special clarifying footnote. The viewer is told how this spray dominates the manufacturer's product range in sales. Yes, it does not say that the product is a market leader, but this is the impression that the average viewer may form. The law stipulates that the volume of such clarifications cannot take up less than 7% of the screen area, and the time they are shown must be more than 5 seconds. The video with Kirkorov violates these requirements, in it the footnote takes up only 2% and is presented for 3 seconds.