What you don’t have to advertise in Russia, according to the law?


If you want to develop your business in Russia, you should know local laws, because it is essential for an owner of company or brand to understand what rules are in the field of advertising and marketing in Russia.


The principal law on advertising in Russia is Federal Law No. 38-FZ of 13 March 2006 ‘on advertising’ (the Advertising Law), which provides relevant definitions of advertising and advertising participants, lists general requirements for advertising and imposes restrictions on advertising of specific goods and for specific types of advertising.


The principal regulator is FAS. There are no sectoral advertising regulators and FAS enforces advertising across all industries. FAS decisions may be appealed to a commercial court.


The exemption is the role of local authorities in regulating outdoor advertising, but this issue is more specific since it primarily deals with the relevant permissions to place advertising boards and other constructions.


Let’s have a look at some of restrictions and rules accroding to Russian laws.


What products and services you can not advertise in Russia


Advertising of the following products and services is not allowed:


1. Goods or services that are forbidden for manufacture and sale.

2. Narcotics, psychotropic substances and their precursors, as well as plants and their parts contained in them.

3. Explosive compounds and materials, except for pyrotechnic products.

4. Body organs or human tissue as an object for sale or purchase.

5. Unregistered goods that are subject to state registration.

6. Goods that are subject to mandatory certification or other obligatory confirmation of compliance with technical regulations, in case such certification or confirmation was not undertaken.

7. Goods for which a licence or other special permission is necessary where such permission was not obtained.

8. Tobacco, tobacco products and goods, as well as smoking accessories, including pipes, hookahs, cigarette paper and lighters;

9. Medical services for artificial pregnancy termination.


So these are typical types of products that you can not advertise, but what about some other special goods and services? Here is the most important information.


The rules for advertising as regards minors and their protection


For the purpose of protecting minors from abuse of their confidence and lack of experience, the Advertising Law bans:

  1. 1. Discrediting parents and tutors and undermining confidence in them.

2. Igniting minors to persuade parents or other persons to purchase the advertised goods.

3. Creating a false impression that the advertised goods are available to a family with any level of income.

4. Creating the impression that possession of the advertised goods gives advantage among peers.

5. Creating an inferiority complex for minors owing to non-attractiveness or to non-possession of the advertised goods.

6. Demonstrating minors in dangerous situations, including cases where actions create risk to life or health.

7. Underestimating the level of skill necessary to use the advertised goods.


There are also prohibitions to addressing minors in the advertising of certain goods (eg, alcohol). Further, the advertising of content (video games, films, etc) requires compliance with the special legislation on age rating and must be age appropriate.

What you don't have to advertise in Russia, according to the law?

Special rules for advertising credit or financial products


The Advertising Law provides detailed regulation of advertising of credit or financial products. This type of advertising is under specific attention from FAS. The requirements may be generally represented as:

  1. 1. A specific indication of who renders the products must be given.

2. No promises or guarantees of investment profitability, if it cannot be determined at the moment of entering into the relevant contract, must be made.

3. Other conditions of service, influencing the income or expenses or sum of credit or loan, if advertising mentions at least one such condition, must be mentioned.


There are also specific rules on disclosure of information for financial advertising relating to real estate investments, securities and other financial services.


Therapeutic goods and services


Rules for claims made about therapeutic goods and services


First, advertising for all products, except for medicines and medical services, shall not contain indications of medical properties.


Second, for medicines and medical services (and for medical devices), the Advertising Law provides detailed rules, including a ban on creating the impression that it is unnecessary to visit doctors and a ban on addressing minors in advertising; the claim shall not guarantee a positive effect, safety, effectiveness or lack of side effects.


Food and health


Advertising of biologically active additions and dietary supplements shall be accompanied with a warning that the advertised product is not a medicine. Further, such advertising shall not:

  1. 1. create an impression that the product is a medicine or has a medical effect.

2. Refer to specific cases of curing or improvement of conditions as a result of consumption.

3. Display gratitude from individuals as a result of consumption.

4. Ignite termination of following a healthy diet.

5. Create an impression of the product’s advantages by referring to tests, obligatory for the registration of such products, or use results of other research in the form of a direct recommendation to consume.

What you don't have to advertise in Russia, according to the law?

Advertising of baby food shall not represent the advertised products as a full substitute for breast milk and shall not state advantages of artificial nutrition for babies. There shall also be information on age restrictions and warning on the necessity of professional advice in the case of advertising substitutes for breast milk and products for babies of up to 12 months old.


Alcohol and tobacco


Advertising of alcoholic beverages (including beer) shall not:


1. State advantages of consuming alcohol (eg, to achieve success or improve mood).

2. Criticise abstention from alcohol.

3. Represent alcohol as safe or helpful for health (including by indication of vitamins or food additives in alcohol beverages).

4. Represent alcohol as a one-off way to satisfy thirst.

5. Address minors.

6. Use images of human beings or animals, including by way of animation.


Various restrictions exist on the advertising media: alcohol advertising cannot be published:

  1. 1. On transport vehicles.

2. On the first or last pages, or on covers, of magazines and newspapers (with an exception for beer and Russian-produced wine).

3. On TV or radio (except for sport events broadcasting under specific conditions and except for wine produced in Russia).

4. In or near educational or some other institutions.


Restrictions are also imposed on promotional campaigns. Online advertising of alcohol is also banned.


Permitted alcohol advertising shall be accompanied with warnings of harm as a result of alcohol consumption.


Advertising of tobacco, tobacco products and goods, as well as smoking accessories, including pipes, hookahs, cigarette paper and lighters, is forbidden in Russia.




The general rules for the advertising of gambling are:

  1. 1. Minors cannot be addressed.

2. It cannot be implied that gambling is a way of generating earnings or other income.

3. Statements that overestimate the chance of winning or underestimate the risk of losing must not be included.

4. No reference can be made to winners that, in fact, did not receive an award.

5. No statements that gambling is important for achieving success can be made.

6. Non-participation in gambling cannot be criticised.

7. No impression of a guaranteed win can be made.

8. The use of images of human beings or animals is not permitted.


The advertising needs to provide information on the specific gambling at issue (organisers, terms, etc), as well as provide the terms under which prizes are drawn.

What you don't have to advertise in Russia, according to the law?

Various restrictions on where the advertising may be published also apply, depending on the types of advertised gambling (sport bookmaking, casinos, etc).




Advertising of lotteries shall not:

  1. 1. Address minors.

2. Give the impression that lotteries are a way of generating earnings or other income.

3. Overestimate the chance of winning or underestimate the risk of losing.

4. Refer to winners that, in fact, did not receive awards.

5. State that lotteries are important for achieving success.

6. Criticise non-participation in gambling.

7. Give the impression of guaranteed wins.


Promotional contests


Advertising of promotional contests requires an indication of the terms under which the contest is held, as well as provide information on the organiser of the contest, rules of holding the contest and the amount of prizes or awards as result of the contest, as well as the terms, place or ways to obtain them.


And if you need a help to start or develop your business in Russia, just contact us! W know how to do it well!

Restaurant business in Russia in 2021

Pandemic of coronavirus influenced all spheres of business, including restaurants and cafes. The last one suffers losses more than the others. Despite this fact, the average daily turnover of the industry will grow by about 6%.   Restaurant trends are changing rapidly, especially due to the introduction of quarantine measures. If earlier delivery from the restaurant was not very popular, now most of the revenue is accounted for by orders for delivery and with yourself.   But what happen to restaurant business in Russia in 2021? Read our article to know all details.   Delivery and takeaway food   Delivery of food from a restaurant is the most important and relevant trend of recent years, which will only increase in 2021 due to quarantine restrictions. Especially if you are planning to open a sushi bar or pizzeria, this option is just a “musthave”. Without it, it will be extremely difficult to compete and, accordingly, quickly reach a payback. And the use of an automation system for a sushi bar or pizzeria with an integrated delivery module will be a significant plus when launching this option in an institution.   In addition to delivery from ordinary establishments, the number of orders from “virtual” restaurants that do not accept offline guests and prepare exclusively for delivery is growing. One of the new ideas on the market is “hubs” for virtual establishments: kitchens of different restaurants under one roof, between which autonomous cars run, picking up orders and delivering them to customers. This reduces the costs of establishments and makes delivery more accessible to visitors.   Casual segment and healthy nutrition   Fast-casual restaurants are opening more and more, a popular format for those who like healthy food, but do not like to wait long. In such establishments, guests receive food that is close in quality to expensive restaurants for little money, and the service here is slightly better than in fast food.   Franchises   More establishments opened under the franchise. Novice entrepreneurs do not want to risk their project, so starting a business on a successful and stable model looks much more tempting, which is confirmed by the statistics of open catering establishments.   Monoproduct   There are fewer universal restaurants “sushi-pizza-hookah-karaoke”. Guests increasingly prefer more narrowly focused cafes, pizzerias or hookah bars to such establishments — places where their favorite dishes are really delicious.   Fewer and fewer people are willing to settle for average quality in such supermarket restaurants, often for the same money as in cozy, atmospheric establishments. Hence the conclusion that it is worth focusing on single products: burgers, pizzerias, etc.   Pastries and sweets   More bakeries and pastry shops. Fresh pastries are in demand all year round, and you can place such establishments both in residential areas and on central streets with high traffic.   Craft drinks and dishes   An interesting and fresh trend of “crafting” in everything: dishes, glasses and drinks. This is not only a fashionable phenomenon, but also a creative approach…

Festive opening of cosmetics store “Ulybka radugi” in Perm

We have hundreds of projects of opening retail outlets. We are always happy to receive new tasks from regular customers, and this time we will tell you about the opening of a new store “Ulybka radugi”, which took place in April this year.   Read more in the article!   Goals and objectives   Our goal was to prepare the outlet for the festive opening, including:   1. Conducting master classes on make-up 2. Festive decoration of shop windows and facade 3. Recruitment and training of promotional personnel   Next, we will tell you in detail about the preparation of festive event to the opening.   Realization   First of all, we needed to prepare the point for the reception of the first buyers. In order to attract people’s attention, we decorated the entrance along the perimeter with balloons in the color of the “Rainbow Smiles” logo. Bright balls of all seven colors of the rainbow became a great addition to the interior and created a festive mood.   We have trained promo models. From April 22 to 24, the girls announced the event and distributed advertising leaflets in the hall of the shopping center. The dress code was observed – the promo models were dressed in spring dresses and suits.   The results were analyzed and sent to the client in the format of a summary report and a photo report for each day of the promotion.   On April 24 and 25, makeup workshops were held with a guest makeup artist. Everyone could watch the makeup process, ask the makeup artist questions and get useful recommendations.   Results   The opening of a store is always a holiday for both the company and customers, as well as a wonderful occasion to organize a promotional event in honor of this. In the case of a brand that sells cosmetics and household products, a make-up master class turned out to be the best solution for attracting attention.   We were able to attract the attention of potential customers to the new outlet and increased traffic. Sales growth was noted!   The client was satisfied with the preparation and results of the campaign, and the promo models and the staff of our agency received the highest assessment of the quality of work.   Conclusion   Marketing agency “CLEVER marketing” – federal retailers throughout Russia trust us to organize and conduct events and promotions. We will take care of all issues related to the design of the store, merchandising, search for promotional staff and entertainment activities for customers. All together will help you achieve the desired goal in the form of increased sales!…

Premium product market in Russia

Economic crisis due to the coronavirus pandemic affected the business in Russia. But today the market is coming back to life. The revival is modest, but noticeable, and it will continue to grow. Moreover, 85% of experts expect the luxury market to grow in the next three years.   In Russia, as nowhere else, the premium class is such a specific category that this very concept is interpreted somewhat differently here than in Europe, where it came from. Why?   Firstly, the historical development of our country, which has been behind the “Iron Curtain” for a long time, played a big role. Secondly, the mentality of the Russian person forms a kind of perception of the premium class.   Despite the fact that the level of general well-being of the population is noticeably increasing, in Russia the stratum of well-off people makes up a fairly small percentage of the total population of the country. And those who make up this small percentage are different from rich people in other countries.   What is the luxury market in Russia   When we say “premium”, of course, we mean success, well-being, quality. Taking into account this connotation, a program for promoting premium brands is being formed. But for the Russian consumer, such an aspect as the recognition of premium is also important to emphasize their solvency in a certain environment.   And if the mass market segment is quite simple to model, then everything is different in the premium category. It, in turn, is divided into narrower ones. The affordable segment of the premium class market includes perfumes branded by well-known haute couture companies, alcohol, pret-a-porter clothing. In terms of the use of marketing and commercial promotion models, this segment is similar to the mass market.   But there is still a premium segment of the market that is inaccessible to a wide category of the population — this is exclusive real estate, author’s jewelry, antiques, means of transportation (cars, yachts, air transport, etc.). There is a big difference between these two segments, which in the second case further complicates the promotion of products.   Particularities of promotion of luxury brands   The main difference between the promotion of premium brands is a higher price positioning, which forms a number of specific requirements. It should be borne in mind that often the premium audience makes purchases on the principle of “just to be more expensive”. This is a desire to demonstrate something to yourself and others. However, in addition to the high price, the premium brand should be radically different from others visually and in quality. Just the latter is sometimes forgotten, focusing on packaging, positioning, and pricing policy. The problem of fakes has a negative impact on the brand’s image as a whole. Distrust of the brand is formed, which does not contribute to sales growth at all.   As a result, many people get the impression that the premium class is just a bright outer shell, behind which a low-quality…