Rada amends Ukrainian ad law to comply with European Commission requirements for joining EU

MOSCOW. May 31 (Interfax) - The Ukrainian Verkhovna Rada has implemented provisions of the European Union's acquis concerning audiovisual advertisement in line with the European Commission's recommendations Ukraine is supposed to comply with to start negotiations on joining the EU, Ukrainian media reported with reference to the Rada's website.

The document amends the country's law on advertising to align it with the EU's Audiovisual Media Services Directive (AVMSD), exercise the technological neutrality principle, guarantee the full and appropriate protection of consumer interests, and protect the Ukrainian advertising market from negative influence from abroad.

In particular, the legislation introduces new terms, such as consumer content and product placement. It updates the definition of advertisement and its forms, and sets criteria for advertisement's falling within Ukraine's jurisdiction.

The bill provides for the possibility of narrowing the requirement of mandatory payments for distributing advertisement in Ukrainian territory: it will apply only to audiovisual media and will not apply to advertisement by broadcasters from EU countries in official EU languages.

The legislation envisions self-regulation and co-regulation in the advertising sector through the adoption of codes (regulations) for the creation and distribution of advertisement, particularly the advertisement of alcohol beverages.