Some examples of false advertising contain false information. The articles of the Federal Law of the Russian Federation "On Advertising" provide examples of such PR messages. They may contain:
non-existent advantages compared to competing products;
false information about the origin, composition, properties, production date, expiration date, etc.;
deception of the consumer regarding the high demand for the product, the “limited” batch of goods, and the expiring sale dates;
false information about prices, promotional discounts, bonuses, preferential payment procedures for products, competitions, etc.;
information about the range and configuration of products that does not correspond to reality;
false information about architect database the terms of obligations, warranty service of the product;
false messages about the presence of quality certificates, competitive awards, “people’s choice”, recommendations from famous people, tests, etc.;
deception of the consumer about the manufacturer or seller.
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A striking example of unfair advertising containing false information is the regular announcements of the Sunlight jewelry chain about the start of a sale of products related to the "next" closure. An inspection of the activities of this company by the antimonopoly committee showed that there are no prerequisites to talk about the cessation of the activities of this trademark in the foreseeable future. Following the inspection, the Chelyabinsk UFAS made a decision to apply a penalty to the Sunlight chain for unfair advertising about the closure in the form of a fine of 200 thousand rubles. It should be noted that this sanction was repeated. The owner of Solnechny Svet LLC was charged with disseminating false information.
Advertisements with unethical content include information that offends the feelings of certain categories of citizens. Phrases and images may have an offensive focus in relation to:
racial, ethnic, age, gender characteristics, etc.;
professional affiliation;
religious beliefs, political and philosophical convictions;
objects of cultural heritage, religious and other attributes;
official symbols of countries and state currencies.
An example of unfair advertising with unethical content can be the posters of the Intel brand. They contained images of bent men with black skin, between whom stood a white man. The poster had the caption: "Multiply the productivity of computers. Increase the productivity of employees."
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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