A project on the image of a large family in advertising was submitted to the State Duma

The Russian government has submitted a bill to the State Duma that obliges customers of social advertising to use the image of a prosperous family with at least three children.

Associations of advertisers, advertising producers and advertising distributors will be able to develop and establish mandatory rules for the use of this image in advertising.

The bill provides for a transition period, after which the law could come into force on March 1, 2027.

MOSCOW, October 7 - RIA Novosti. The Russian government has submitted a bill to the State Duma that obliges customers of social advertising to use the image of a prosperous family with at least three children, if the advertisement assumes the image of a family with a child, the document is available in the Duma electronic database.

Social advertising is information for solving socially useful problems, which does not sell goods, but changes people's behavior and forms moral values.

“The draft federal law... is aimed at popularizing traditional values ​​and creating a positive perception of the image of a large family in commercial and social advertising,” says the explanatory note to the project.

According to the text of the draft, associations of advertisers, advertising producers and advertising distributors will have the right to develop and establish mandatory rules for their members for using the image of a prosperous family with at least three children in advertising. Such associations can be created in the form of an association, union or non-profit partnership, including in the form of self-regulatory organizations, the explanatory note notes.

The document also states that customers of social advertising, when purchasing works and services for its production and distribution, will have to ensure the use of the image of a prosperous family with at least three children, if the advertisement assumes the image of a family with a child.

The bill provides for a transition period: during this time, authorities will be able to organize work on using the image of a family with at least three children in social advertising, and associations of subjects of advertising activities will be able to develop and approve appropriate rules.