Students and academic staff of the Department of Journalism, Advertising and Public Relations of the Institute of Media, Social Sciences and Humanities, within the framework of the course on State and Public Regulation of Advertising Activities, took part in an open online lecture by the leading Moscow expert on advertising and unfair competition Dmitriy Grigoriev on the topic of "Formation of Legal Regulation in Advertising, General Principles of Regulation: the Philosophy of the Legislator".
Dmitriy Grigoriev is a well-known lawyer, a practicing expert in the field of legal regulation of marketing, media, and intellectual property; Director of the Legal Department of the Europa Media Group; member of the Expert Council of the Federal Antimonopoly Service of the Russian Federation and the Moscow Department of the Federal Antimonopoly Service for Control over Advertising and Unfair Competition; and Chairman of the Legal Committee of the Self-regulatory Organisation "Advertising Council" Marketing Industry Association. In addition to practical activities, he pays much attention to studying the evolution of legislation on advertising and unfair competition, and the sources and conditions for the development of legislation on advertising.
“Today, students, that is, the future specialists in the field of advertising, should definitely examine the sources of the Law on Advertising and know the basic principles of modern advertising legislation in Russia,” noted Dmitriy Grigoriev. “Such as freedom of speech and restrictions on freedom of speech; to have the understanding that advertising is information aimed at building a relationship between the manufacturer and the consumer, and that it must be interpreted not in terms of everyday language, but in terms of a dictionary. Moreover, advertising should be ethical, reliable and one needs to be ready to confirm it.”
The students, together with the lecturer, thoroughly examined the violation of ethical norms in advertising and analysed examples from advertising practice. They also tried to learn a number of principles, formulated by Dmitriy Grigoriev, the implementation of which when creating an advertising product will help to avoid claims and misunderstanding from the public and the law, among which is the need to see and observe the boundaries between social and market relations; to honour the memory of the past and to treat with care everything connected with history; not to include information about civic objects of worship in the context of an advertising product. Dmitriy Grigoriev shared key advice on how to create an advertising message that, in the process of its creation, would not even create prerequisites for breaking the law.
“As part of the lecture, Dmitriy Grigoriev paid special attention to the basic principles of legal regulation of advertising activities allowing to identify violations in advertising,” said Associate Professor of the Department of Journalism, Advertising and Public Relations of the Institute of Media, Social Sciences and Humanities Olga Zaikova. “This information was very important to students, as well as that big emphasis in the lecture was put on the relevance and necessity of self-regulation in advertising, and the key principles of the philosophy of self-regulation in advertising.”
In the end of the lecture, Dmitriy Grigoriev answered a number of questions from students, who gave examples of violations of the law on advertising in advertising practice; and the Head of the Department of Journalism, Advertising and Public Relations of the Institute of Media, Social Sciences and Humanities, Doctor of Sciences (Philology), Professor Liudmila Shesterkina thanked Dmitriy Grigoriev for his professionalism, the highest level of comprehension of examples of advertising practice, and personal contribution to the training of students.