Mykola Tomenko, Vice-Chairman of The Verkhovna Rada of Ukraine, draws attention to the attempt to restore direct advertising of alcoholic beverages on TV in a disguised form.
M.Tomenko stressed that the Law on Restriction of Alcoholic Beverages and Tobacco Goods Advertising is effective in Ukraine. Pursuant to the Law of Ukraine "On Advertising" that came into force on 1 January 2009, it is prohibited to present advertising audio information about the sponsor-producer of alcoholic beverages, its brand or trademark in TV programs. The Law also prohibits outdoor advertising of tobacco goods and alcoholic beverages and corresponding trademarks. The Law also prohibits the popular persons to advertise alcoholic beverages, tobacco goods, beer and corresponding trademarks.
A number of Bills appertaining to the restriction or prohibition of alcoholic beverages and tobacco goods have been registered at the Parliament, including the Bill under the authorship of Mykola Tomenko concerning absolute prohibition of beer and alcoholic beverages advertising on TV before midnight.
The Vice-Chairman drew attention to the systematic violation of Clause 22 of the Law of Ukraine "On Advertising" regarding prohibition of advertising alcoholic beverages and corresponding trademarks in the period from 6 a.m. to 11 p.m. He mentioned early advertising of "Prime" trademark, under the name of which "Prime" vodka is manufactured.
"The appealing idea of promoting Khortytsia island disguises the advertisement of "Khortytsia" alcoholic beverage trademark. The national reserve and Khortytsia island must be promoted. However, they do not deserve an advertisement associated with the alcoholic beverage trademark. Moreover, the advertisement placed on commercial terms includes a sign "social advertisement". Thus, on the one hand, the Law "On Advertising" is violated, on the other hand the idea of social advertising is discredited", - he stated.
M.Tomenko is surprised by the lack of response on the part of the National Television and Radio Broadcasting Council and the State Committee of Ukraine on Technical Regulation and Consumer Policy, as they had to cease this illegitimate advertising long ago.