THE ADVERTISING OF ALCOHOLIC DRINKS: THE QUESTIONS OF PERFECTION OF LEGISLATIVE SUPPORT |
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Author |
 Vaksman R. V., assistant, Kharkiv, Pushinska, 77 |
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In heading |
Law; | ||||
Signed print |
11.09.2015 | Issues number |
2015 - № 3 (22) | Page |
147-157 |
Type of articles |
Scientific article | Code UDK |
346.9:366 | ISSN print |
2411-5584 |
Abstract |
Problem setting. The alcohol consumption is not only one of the main prerequisites that lead to a large number of diseases, but also it`s a cause of injuries and violence towards other members of our society. The harmful effect of alcohol on person’s life and health is long proven and obvious fact. Recent research and publications analysis. The following scientists were engaged in research of the specified question: R. Tsyhanok, N. Zhuravleva, E. Romat, L. Mykytenko, N. Saniahmetova, A. Cheremnova and others. But anyway some areas of research are still out of scientific attention. Paper objective. The purpose of this article is to emphasize the main issues of the legal classification of advertising of alcoholic drinks, beer and beverages produced on its basis. Paper main body. Alcoholic drinks and tobacco products are dangerous for people’s health and indirectly for their lives, that`s why the advertising of such products should be clearly regulated in the law of Ukraine «On Advertising» with the establishment of certain conditions, requirements and prohibitions. In particular the article 22 of the mentioned Law prohibits the advertising of alcoholic drinks, trademarks for goods and services, other objects of intellectual property, under which alcoholic beverages are produced: on radio and TV from 6 a.m. to 11 p.m., on the first and last pages of newspapers, on the covers of magazines and other publications, in all publications for children and youth in the print media (except special editions), by means of internal advertising or promotional activities (except for special exhibitions of alcoholic beverages), external and internal surfaces of vehicles and subway and also by means of external advertising. It is surprising that there are provisions about the prohibition of advertising on the first and last pages of newspapers, on the covers of magazines and other publications, and immediately following paragraph excludes advertising in all media. Of course, the propaganda and promotion of alcohol in the media that aimed at an unspecified audience including children are not necessary, but it still remains unclear why such contradiction exists in legislation. It should be mentioned, that there’s a widespread practice in Ukraine to advertise beer and beverages produced on its basis, the advertising of which is almost not regulated by mentioned article and that is unacceptable. Conclusions of the research. The market of alcoholic drinks and market of advertising services are the segments of commodity-money market which are characterized by a high degree of profitability and which play an important role in the development of the national economy. At the intersection of these two poles, in particular alcoholic beverages that make a negative impact on society and advertising which promotes this product the mechanism of sales and «poisoning» of the population becomes more powerful. Thus, in this context, it is considered more appropriate to create social or even anti-advertising of alcohol with showing possible consequences instead of commercial one. That is why one of the most important tasks is to develop clear legal positions to improve the effectiveness of prohibitions to advertise alcohol that makes an irreversible impact on the lives and health not only of young people, but on the whole society. |
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Keywords |
Advertising activity, latent advertising, dishonesty, Product Placement, alcoholic drinks. | ||||
Reviewer |
Jarocki V . L., doctor of legal Sciences, Professor, member-correspondent of national Academy of Law of Ukraine, Yaroslav Mudryi National Law University, Kharkiv, Ukraine. | ||||
External reviewer |
Sokolova A. K., doctor of legal Sciences, Professor, Yaroslav Mudryi National Law University, Kharkiv, Ukraine. | ||||
Article in PDF |
3 147-157 | ||||
Bibliography |
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Code DOI |
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19.06.2015