«Kiss» Cigarette Advertising does not correspond to the requirements of the advertising law

On April 12, 2011 the Commission of the Federal Antimonopoly Service (FAS of Russia) recognized that «Kiss» cigarettes advertising with the expression: “I like everything new, tasty and round!” inappropriate in accordance with paragraphs 1 and 4 of Part 1 of Article 23 of the Federal Law “On Advertising”.

A girl from Kiss cigarettes advertising

A girl from Kiss cigarettes advertising

The commission of FAS of Russia issued an order to stop the violations to advertiser – OJSC «Donskoy Tabak».

To determine the measures of administrative responsibility – the fine for violation of the advertising law – FAS of Russia instituted administrative proceedings against “Donskoy Tabak”.

FAS of Russia received a statement from the Association of advertisers, showing signs of violation of Russian legislation on advertising in the «Kiss» cigarettes advertising with the expression: “I like everything new, tasty and round!”.

Promotional materials for «Kiss» cigarettes show the image of a young girl with a smile on her face and candy in mouth. Candy is located in the heart of an advertising model next to the open pack of cigarettes with three raised cigarettes. Candy, a pack of cigarettes and cigarettes are made in the same white and pink color. The candy stick is of the shape and size identical to cigarettes raised from the package. The top of the image shows the inscription – “Thoughts in the style of Kiss! », at the bottom – “I love everything new, tasty and round!”, below warning about the dangers of smoking is applied.

Using of an assertion and image of a young smiling girl in advertising shows that smoking contributes to improved physical and emotional state.

The commission of FAS of Russia concluded that «Kiss» cigarettes advertising does not correspond to the requirements of the advertising law of paragraphs 1 and 4 of Part 1 of Article 23 of the Advertising Law.

In accordance with paragraph 1 of Part 1 of Article 23 of the Federal Law “On advertising”, advertising of tobacco, tobacco products and smoking accessories including pipes, hookahs, cigarette papers, lighters and other similar goods, should not contain the assertion that smoking is essential to achieve public recognition, professional, sporting or personal success or improves physical or emotional condition.

In accordance with paragraph 4 of Part 1 of Article 23 of the Federal Law “On advertising” advertising of tobacco, tobacco products and smoking accessories including pipes, hookahs, cigarette papers, lighters and other similar products should not use images of minors.

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