For example, in 2014, Oven-Auto LLC used an image of the cartoon Doctor Aibolit in its advertising. Under the picture was written: "You can improve your car's immunity at the Oven-Auto service center."
The Antimonopoly Service demanded that this advertising campaign be stopped and imposed a fine. OOO Oven-Auto unsuccessfully tried to appeal this decision in the Arbitration Court.
Do not use superlatives without proper justification.
If you call yourself number 1, you must provide a specific criterion by which the comparison is made, as well as rely on some credible sources, such as research from authoritative organizations and large-scale social surveys. Otherwise, it will be a violation of the law.
For example, the domain name registrar reg.ru claimed in its contextual advertising : “REG.RU is the No. 1 Registrar in Russia.”
According to experts from the Antimonopoly Service, the use of the wording in this form implied a declaration of primacy by any criterion.
The first time reg.ru got off with a warning.
Don't indicate that your product is endorsed by government officials.
The Krasnoyarsk restaurant Steakhouse Mr. BBQ, when promoting whatsapp phone numbers list itself on social networks , used an image of Russian President Vladimir Putin in the public vk.com, allegedly ordering fruit juice and chicken breast in this restaurant.
Accordingly, FAS employees saw this as a violation of the law.
Don't experiment with swear words
Quite often, some advertisers and entrepreneurs conduct unique experiments with wordplay and hints at swear words:
As a rule, such experiments lead to visits from Antimonopoly Service inspectors, legal proceedings and reputational risks. After all, such advertising is in most cases considered unethical, that is, contrary to the law.
Be careful with images of historical monuments and state symbols
Great care should be taken when using images of cultural heritage. Obscene and offensive comparisons are not allowed.
In particular, Greenfield Bank crossed this red line. It used the image of the famous sculpture "The Motherland Calls!" in its advertising, as well as the St. George ribbon.
Naturally, speculation on such significant symbols for our country did not go unnoticed by the FAS.
Make sure your ads are accurate
The law is intended to punish false advertising, i.e. advertising that contains promises/product characteristics that do not correspond to reality.
For example, the Antimonopoly Service obliged Tele2 to abandon the slogan “Always cheaper.”
During the audit, the expert council found that in fact some of the tariffs of this operator were more expensive than the offers of competitors.
In general, in advertising you need to be responsible for your words. What is interesting is that ads like: "The store is closing soon! Hurry up for the final sale!" - also before the first visit of the FAS, if the outlet is not actually going to close.
Avoid making unfair comparisons with competitors
Sometimes even caustic hints about a competitor are enough to get a fine.
For example, in a video advertisement for the company "Euroset", actress Oksana Akinshina said the following words about the Samsung Galaxy S6 edge phone available in the stores of this chain
