Last orders for Russian beer ads

MOSCOW (Reuters) - A sweeping ban on beer advertising has become law in Russia in a move aimed at curbing Russians' vast alcohol intake and changing attitudes to a beverage which the country officially terms a soft drink.


The ban, which the Kremlin confirmed had been signed by President Vladimir Putin, reflects growing concerns about alcoholism in Russia where attempts to wean people off their centuries-old love for vodka has helped fuel a post-Soviet boom in beer consumption.


But it means a headache for broadcasters and sports federations, who are faced with problems such as how to show day-time live sports if one or both teams are wearing shirts emblazoned with beer logos.


The tough new law bans beer adverts on radio and television between 7 a.m. and 10 p.m. and places strict restrictions on those which can be broadcast.


"Any advertisement promoting beer or drinks made of beer should not state that beer-drinking can lead to social, sporting or personal success or improve one's physical or mental state," reads the law, posted on the official www.kremlin.ru Web site.


Besides that, ads must not show humans, animals and even animated characters -- or suggest that beer can quench thirst.


Advertisers must also allocate at least 10 percent of broadcast time or ad space to warn about the potential harm of beer drinking.


Kommersant business daily said the law, officially signed on August 20, would come into effect on September 5.


Russia is one of the world's fastest growing markets for beer, which is available 24 hours at most kiosks for almost the same price as a can of juice and with no age requirement.


Brewers such as Carlsberg, Scottish & Newcastle and Sun Interbrew are major players in the Russian market