The Ministry intends to restrict product placement of alcohol in movies
In the Strategy of formation of healthy lifestyle of the population, which was developed by the Ministry of health, contains information about the restriction of hidden advertising of alcohol products in feature films, television shows and print publications.
The project is now being discussed by experts and public authorities in the second edition.
The Ministry of health has a view of is the products that simulate alcoholic products, though they so are not. Also oppose this technology hidden advertising like “product placement”. The latest version demonstrates a product that uses movie characters or logo, or mention of the quality of the product.
Film Director Vladimir Bortko considers that the proposal of the Ministry of health is inappropriate.
Hero, for example, wants to drink. Where he needs to do behind the scenes? But if he specifically drinks with a girl baby and wants her to know he bought this drink?Mr Northriver
Support the initiative of the Ministry and the Chairman of consumers Union of Russia Peter Shelishch, who said that limiting the display of alcohol in films may lead to violation of the General plan.