On January 4, 2021, the Law No. 82 was adopted amending the legislation on advertising, including the Law of May 10, 2007 No. 225 “On Advertising” (hereinafter the “Law”). Together with bringing the law in line with other legislative acts and clarifying the terminology, it introduces new permissions and prohibitions regarding certain types of advertising and its distribution through mailboxes, in the media, television and outdoor placement.
Requirements to advertising materials
As you may know, use of foreign languages in advertising is limited to a closed list of cases. Once changes enter into force, it will also be possible to use foreign languages in advertising for titles of cultural, sports, tourist events, competitions, awards and teams of athletes. In addition, foreign organizations and individuals can be contracted to advertise goods produced in the Republic of Belarus. This was previously prohibited, and for example, use of photos and images of foreign citizens was classified as a violation.
Information on prices of an advertised object, discounts, availability of advertised objects on the market, grounds for using words creating the impression of their advantage shall be spelled using a font of at least a half of the size of the largest font used in advertising.
The changes were made to advertisements containing audio content. If warnings and other obligatory information in advertising are voiced, then the speed of the announcement shall not interfere with its perception. The new law also introduces a prohibition to exceed a sound level of advertisements above a sound level of a TV program interrupted by these advertisements. Another innovation is a restriction for audio advertisements inside public transport.
New requirements are introduced for advertising of employment and studying outside the Republic of Belarus. Such advertising shall contain a name of the advertiser, their payer's account number, a location or a place of residence, contact information and also:
- number of the license to carry out activities related to employment outside the Republic of Belarus;
- information on professions (specialties) and description of future work
or
- name and location of a foreign organization offering educational services outside the Republic of Belarus, its contact details;
- information on educational programs indicating specialties, duration and a language of instruction;
- information on conditions of admission and study or a link to this information on the Internet;
- information on conditions and place of living of students during their studies outside the Republic of Belarus.
Restrictions on advertising of certain types of goods
The list of objects prohibited for advertising has been updated with:
- through mailboxes and telephone communication – services related to organization of funerals and related products by distribution;
- in children's programs – medicines, medical products and medical equipment, medical activities, dietary supplements, lotteries, advertising games, other advertising events, services related to attraction and use of funds;
- tobacco products, non-tobacco nicotine-containing products, liquids for electronic smoking systems, except for advertisements on websites of manufacturers and importers;
- alcoholic beverages advertised through contests, lotteries, games, other gaming, advertising, cultural, educational and sports events and bets, except for events for marketing purposes in public catering facilities.
Additional requirements to outdoor advertising
For advertising placed within a roadside (a controlled area) of a motor road, red lines of streets, roads or squares of settlements, it will be required to receive an approval of a competent department of the traffic police of the Ministry of Internal Affairs.
For advertisements placed within a roadside (a controlled area) of a motor road an approval of the owner of the motor road shall be required; at intersections of republican and local roads – an approval of the owner of the republican road.
For advertisements placed on material historical and cultural values of categories "0", "1", "2" or without category an approval of the Ministry of Culture shall be required.
Distribution of advertising
Advertisers shall stop distribution of advertising through mailboxes at the first request of their owners. This provision, however, will not affect advertising in media (print media, first of all) and on the back of housing bills. The new law introduces a prohibition on distribution of advertising via telephone, cellular communication and e-mail without a prior written consent of the recipient.
The changes will enter into force in 6 months after the official publication, i.e. on June 7, 2021.



