We are going to cover Advertising Law in our upcoming class. This, again mainly focused on the American Legal System and regulations that apply off course to the jurisdiction in which we live, and how advertising relates to the First Amendment.
Just to have a more expanded vision of the material and learn about other point of view, below are some interesting facts about the regulation of the Adevrtising Industry in other countries that come from some previous research done for an earlier class' presentation.
The most interesting fatc I found was how in most other countries (all in South America, most in Europe) companies or brands are not allowed to explicitely name their competitors. This includes naming, showing the product in any way, a logo, slogan, or making reference to a competitors specific product in any way. This really affects the final copies of advertising campaigns as brands can only focus on their own attributes and never compare another brand's quality, price, or features. Many ads in the US owe their show effect to the explicit exposing of two known brands or products and how the affect the consumer's behavior.
Also, in countries like Mexico and Chile, for example, regulations state that any food or drink commercial must show thru its whole length the phrase "Stay Active, Practice Sports". These countries are very protective of the childre's health and expose some of the lowest abesity rates in the world.
Another interesting fact is how in countries such as Argentina, for example, the regulation of cigarettes and tobacco products is much looser and almost non-existent. The big warnings we see in packages of cigarettes here don't exist. Cigarettes are sold to minors, and tobacco products can advertise anywere, regardless of the audience that is reached be it a TV show, a billboard right across from a kindergarten, or being smoked by avery major daytime tv actor during peak ratings. Just like here, we all want the good health of our kids, but money pulls harder.
Lastly, I can mention the fact of how in Russia a campaign by Coca-Cola was canceled because it included images of historic and traditional Russian monuments and building and Coke is an american product and the government accused it of blasphemy. I guess the regulation of advertising are also under the influence of political issues and corrupt leaders.
Monday, November 17, 2008
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