Разработаны рекомендации по распространению аудиорекламы

Елена Самтынова

Разработаны рекомендации по распространению аудиорекламы
ragakawaw / Depositphotos.com

На официальном сайте ФАС России размещены рекомендации1 по соблюдению требований законодательства в части использования не воспринимаемой информации в аудиорекламе. Они касаются записанных рекламных аудиосообщений, транслируемых, в том числе на радиоканалах.

В частности, обращено внимание на разъяснения Пленума Высшего Арбитражного Суда РФ, изложенные в постановлении от 8 октября 2012 г. № 58 «О некоторых вопросах практики применения арбитражными судами Федерального закона «О рекламе», касающиеся обязательных требований, предъявляемых к рекламе (например, о включении в рекламу предупреждающих, обязательных сведений или условий оказания услуг), которые распространяются и на аудиорекламу.

Так, оценка рекламы должна осуществляться с позиции обычного потребителя, потому информация, которую она содержит, не должна плохо восприниматься, искажать смысл и вводить потребителя рекламы в заблуждение. Для аудиорекламы недопустимым является использование «скороговорок» (эффект слишком быстрой речи) и иные способы оформления рекламы (тихая, невнятная речь, обрывистые фразы), которые делают обязательную к размещению рекламную информацию не воспринимаемой или плохо воспринимаемой. Записанные рекламные аудиосообщения сокращенные по времени техсредствами до появления неестественности голоса также недопустимы. А фоновая музыка не должна мешать голосовому озвучиванию информации. В противном случае информация в такой рекламе считается в силу ч. 7 ст. 5 Федерального закона от 13 марта 2006 г. № 38-ФЗ «О рекламе» (далее – Закон) отсутствующей, а сама реклама – ненадлежащей.

При этом сделана оговорка, что само по себе ускорение или иное изменение речи в аудиорекламе, не приводящие к искажению обязательной информации, не являются нарушением. Но если отсутствующей признается информация, обязательная к размещению в силу прямого указания закона (например, в рекламе отдельных видов товаров или услуг (ч. 10.1 ст. 5, ст. 8, ст. 9, ч. 7 ст. 24, ч. 1, ч. 7 ст. 28 Закона), то такое нарушение квалифицируется по его соответствующей статье.

Напомним, ст. 38 Закона предусматривает положения о защите прав лиц, чьи права нарушены в результате распространения ненадлежащей рекламы, в соответствии с гражданским законодательством путем подачи судебных исков о возмещении убытков, включая упущенную выгоду, о возмещении вреда, причиненного здоровью физических лиц и (или) имуществу физических или юридических лиц, о компенсации морального вреда, о публичном опровержении недостоверной рекламы (контррекламе). А ответственность за нарушение рекламодателями, рекламопроизводителями, рекламораспространителями законодательства о рекламе установлена ст. 14.3 КоАП.


1 С текстом рекомендаций можно ознакомиться на официальном сайте ФАС России (https://fas.gov.ru/documents/686224).

Источник: garant.ru

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