Examining Facts in Russia: The Significance of Media Trustworthiness

The question of credibility’s extent of importance in mass media raises philosophical ponderings. Advertising consistently portrays an idealized version of life, often deemed “the best life” myth, where all problems are magically solved and everyone is blissfully content. However, consumer perspectives and legal considerations demand that commercials adhere to factual accuracy. To delve deeper into the topic of media credibility, explore the Quarter Billion Agency Group blog for insightful discussions.

The Russian consumer has a unique and somewhat tumultuous history when it comes to the credibility of advertisements. In the early 1990s, promotional content flooded the unprepared Russian population, and people initially took it at face value without questioning its authenticity. One striking example is the commercial for the “MMM” pyramid scheme, which made grand promises and instilled false hopes. As history has shown, this resulted in the well-known outcome of the scheme’s founder, Sergei Mavrodi, being imprisoned for fraud, leaving millions of deceived investors in financial distress.

The story appears to have had some impact on encouraging people to be more discerning with advertising information, and to some extent, this is true. Nowadays, Russian consumers approach advertisements with a critical mindset, often disengaging from reading, watching, or listening when commercials are involved. They have become skeptical of media credibility, assuming that all promotional content contains falsehoods.

However, despite this shift, dubious commercials still find their audience in Russia. Let’s examine a few illustrative examples. One prevalent type is advertisements for various non-medical dietary supplements and pills. These commercials typically promise miraculous cures for all kinds of ailments, yet since these products lack medical validation, they fail to deliver on their claims. Such advertising predominantly targets retired individuals, with placements in newspapers and on radio stations that cater to this demographic.

However, it’s not just retired individuals who fall victim to misleading advertisements. Another common example is commercials from loan companies that purposely conceal information about interest rates and penalties. Additionally, there are advertisements promoting cooperative housing projects that may never come to fruition. These deceptive practices target not only retired individuals but also actively employed people. Unfortunately, in Russia, where issues such as household credit and fraudulent private housing schemes exist, such advertisements manage to attract clients successfully.

Therefore, when it comes to media credibility, the demand varies among Russian consumers. There is a segment of customers who have developed a habit of scrutinizing information, even when it comes to advertising, and they tend to avoid it as a result. However, there is a significant portion of the population that generally tends to believe promotional information without much skepticism.

Media Credibility in the Context of Legislation and Court Practices in Russia

From a legal perspective, the requirements for advertising accuracy are clear in Russia. Any misleading advertisements are mandated to be removed from broadcasts, and both the advertiser and the distributor are subject to penalties. Section 5 of the Federal Law “On Advertising” outlines 20 specific criteria for determining the inaccuracy of an advertisement. The primary points are summarized below. An advertisement is deemed inaccurate if it presents information that differs from the facts in the following aspects:

• Advantages of the advertised goods compared to similar products made by other manufacturers or sold by other vendors.
• Any characteristics of the goods.
• The range, complete set, and availability of the goods at specific locations or during certain periods.
• The cost, price, payment methods, discounts, tariffs, or other purchase conditions of the goods.
• Delivery terms, exchanges, repairs, and services associated with the goods.
• Manufacturer or seller guarantee certificates.
• Official or public recognition, awards, medals, prizes, diplomas, or other accolades.
• Recommendations or approval of the advertised product by individuals or legal entities.
• Results of research and testing.
• Actual demand for the advertised or related goods.

Let’s examine a few examples of promotional materials that were deemed inaccurate by the courts. Antimonopoly authorities in Samara discovered that in January 2015, the print media “Antenna-Telesem” published an advertisement for AO Evalar that stated: “We wish you health, youth, and beauty this year! The best New Year’s gift is peptide cosmetics ‘Lora.’ Yours, Evalar.” This statement was found to be inconsistent with reality because peptide cosmetics is not the only best New Year’s gift. As a result, the advertiser was fined.

Another instance comes from the Mari El Republic, where officials from OFAS Russia noticed an advertisement displayed at the entrance of the “Bolshoi Nash” shop, situated in the Central Market hall in Ioshkar Ola. The advertisement claimed, “50% Discount on all goods.” However, it was discovered that the discount did not apply to the entire range of products, thereby violating the provisions of the “About Advertisement” law. The store manager incurred financial penalties as a result.

Additionally, in the Kostroma Region, a commercial by a credit union was deemed inaccurate. The violation occurred due to the omission of significant information about the advertised service, which could only be utilized by individuals who joined the union or had already done so and paid the required fee. According to the relevant guideline, advertising that lacks essential information about the advertised goods, their acquisition or usage conditions, is prohibited if it distorts the message and misleads consumers. The advertiser was fined accordingly.

These examples represent only a fraction of the inaccurate advertisements that exist. Each year, FAS and its Regional Departments impose numerous penalties on advertisers due to their failure to reflect reality in their advertising materials.

Undoubtedly, media credibility holds significant importance. However, within the realm of commercial advertising, there exists a delicate balance that distinguishes between inaccurate and accurate promotional materials. When consumers engage with advertisements based on their real-life experiences, regulators rely on legislation to ensure fairness. At Quarter Billion Agency Group, our specialists are skilled in crafting advertisements that maintain accuracy both for customers and in accordance with regulatory standards. We can assist you in creating compelling advertisements that align with the expectations of consumers and comply with legal requirements.