Bootleg alcohol ads broadcast case moved to February 25
MOSCOW, January 29 (RAPSI) – The Ninth Commercial Court of Appeals on February 25 will review the appeal of Telesport marketing agency against the Moscow Commercial Court ruling fining the company for broadcasting illegal alcohol ads, the court told RAPSI on Wednesday.
The antimonopoly regulator in June discovered that during the broadcast of Brazil-Russia football match from the Stamford Bridge stadium, the ad stands lining the field displayed advertisements for alcoholic beverages. During the replays and in the still photos, the ads were nowhere to be found.
The regulator determined that digital editing was used to superimpose the ads during the broadcast. The state broadcasting company informed the court that a fully formed signal was received, and no tampering was made during the broadcast. Pitch, the company that set up the match, compiled the signal and transferred it to the state broadcasting studios.
Telesport stated in court that the company transferred the client’s marketing material to the match organizers, and then gave the finished product intended for broadcasting from Pitch to the tv channel.
The court determined that a digital superimposing SpeedTV ad stands were used, which generate infrared impulse, which is received by special antennae on the broadcasting cameras. As a result, the spectators on the field, and the tv viewers see two different kinds of advertisments. The court ruled that this proves that contested ad was not actually in place at the game’s location, and was not subject to the law. No sanctions were imposed on the broadcaster.
The ban of any ads of alcohol products on the Internet and in printed media will come into effect in Russia on January 1, 2013. The amendments were introduced to advertising law, and the legislation on the state regulation of the alcohol industry.