Block put on spirits and electronic cigarettes in ads - This is what new Advertising Law brings

Alcoholic drinks can be advertised only in the press. This is a key novelty of the recently adopted Law on Advertising. When it comes to electronic media, only nightbirds will be able to watch alcoholic beverage ads.

Explaining the proposed law in the Parliament, Serbian Trade, Tourism and Telecommunications Minister Rasim Ljajic said, "the new solution will allow the advertising of beverages with up to 20% of alcohol in electronic media between 6 PM and 6 AM."

Ljajic noted that the regulation was adopted to align our legislation in that field with EU standards, but also because the provisions of applicable law, adopted 10 years ago, were outdated.

- The aim is to stop unfair competition in the market and protect consumers from misleading and false messages that can induce them to shop for wrong stuff - said Ljajic.

The adopted law sets minimum, transparent and objective criteria for all participants in that process, forbidding, among other things, misleading advertising, ads that show a juvenile in a dangerous situation, ads which directly invite minors to buy goods or services or to demand from their parents to do so, as well as the advertising of milk and other food and drinks for babies less than six months old and the tools for their use.

(Photo: shutterstock.com/totojang1977)

On the other hand, there are certain downsides. For example, advertising in agricultural shows that are usually broadcasted on TV in the morning hours will be impossible for small winemakers which, as a rule, have no money to finance marketing campaigns and advertising.

Ljajic said that another novelty was that advertising outdoors would be in the jurisdiction of local self-governments which would be determining conditions and methods of that form of advertising.

Advertising on a poster on a public surface is allowed only if that public surface is designated for that purpose by a legal act of the local self-government or if the local self-government has issued a permit for putting posters on that public surface.

Minister Ljajic said that misleading advertising would be banned, and so would comparative advertising for diminishing the goods and services of market competitors.

Internet advertising

This law also defines Internet advertising. Namely, it is allowed to advertise alcoholic drinks with up to 20% of alcohol, but advertising tobacco, cigarettes and beverages with more than 20% of alcohol is banned.

Stop for vape ads, cautious with "lottery games"

Another novelty is a ban on the advertising of electronic cigarettes. For the first time ever, the law regulates the advertising of lottery games which can be advertised in electronic media and movie theaters between 9 PM and 6 AM.

(Photo: Maxx-Studio/shutterstock.com)

Those who violate the provisions of the Advertising Law will be subject to fines ranging from 300,000 to 2 milllion dinars.

For a complete text of the Advertising Law, click on the image below: