The volume level of advertising that interrupts the shows of video in the Internet will be regulated. It will not exceed the average volume of the displayed video content. The law introducing new requirements for advertising on the Internet was prepared by a group of deputies from the LDPR group (the document is available for “Parliamentary Newspaper”).

Changes are planned to be made to the second Chapter of the Federal law “on advertising”, adding it with an article 17.1 “Advertising in the video content in the information and telecommunications network “Internet”.

Now the law regulates only the volume of advertising broadcast on television or radio — the level of its sound should not be higher than the program or transmission interrupted by the announcement.

As explained to the “Parliamentary newspaper” by Alexander Starovoytov, one of the authors of the bill, a member of the state Duma Committee on transport and construction, the main essence of the amendments is to regulate the volume of advertising on the Internet.

As explained to the “Parliamentary newspaper” by Alexander Starovoytov, one of the authors of the bill, a member of the state Duma Committee on transport and construction, the main essence of the amendments is to regulate the volume of advertising on the Internet.

“At the same time, each lullaby is interrupted by loud aggressive advertising, which negatively affects children and the child’s psyche. Advertising appears not at the beginning of the video, but often right in the middle of the track,” — said Starovoytov.

In addition to regulating the volume of advertising videos, the authors of the bill propose to limit the duration of advertising broadcast in children’s and educational videos. One minute of advertising at the beginning and the end of a 15-minute video, one and a half minutes for a 25-minute video, two and a half minutes for a 40-minute video and three minutes for a video content lasting one hour or more. Also there are established requirements for the volume of “commercial break”.

The amendments also stipulate that the interruption of videos by advertising in the network should be preceded by a message on the following broadcast of advertising. Advertising may not interrupt religious video materials and video content of less than 3 minutes, or broadcast propaganda materials distributed in accordance with the law on elections and referendums.

Under the current law, the volume of advertising on radio and TV is monitored by the Federal Antimonopoly service (FAS). TV channels that violate the requirements of the law on advertising got high fines. So, in December of last year FAS has fined REN TV and NTV TV channels on 100 thousand rubles each for exceeding the volume of the advertising. With the permitted difference between the volume of advertising and TV programs in 1.5 dB, the volume of advertising blocks and the interrupted program in some cases varied from 1.8 to 3.7 dB.

“My colleagues and I proposed that the entire current algorithm for regulating the volume of advertising should be applied to the Internet in the same way,” said Alexander Starovoytov.

SOURCE: PARLIAMENTARY NEWSPAPER