Russian advertisers say tobacco key to their health (fwd)

[Robert Weissman <rob@essential.org>]

Russian advertisers say tobacco key to their health 
                                 01:34 p.m Oct 22, 1998 Eastern 

                                 By Elizabeth Piper 

                                 MOSCOW (Reuters) - Leaders of Russia's
advertising industry, choked by the
                                 country's financial crisis, say the
marketing of alcohol and cigarettes is vital to the
                                 health of their business. 

                                 ``It's no secret, we want to preserve
advertising of alcohol and tobacco,
                                 especially at this time,'' Yuri Zapol,
president of the Video International group,
                                 told a meeting of industry and government
leaders. 

                                 The devaluation of the rouble in August has
dealt a major blow to the advertising
                                 industry, which has flourished in recent
years but relies heavily on foreign firms
                                 that import goods. 

                                 With foreign goods now far more expensive
in rouble terms, foreign suppliers
                                 have sharply cut their ad budgets, badly
hurting both television and magazine
                                 revenues. 

                                 Nikolai Gersimenko, a representative of the
health ministry, called for more
                                 restrictions on widespread and lucrative
cigarette advertising. 

                                 ``The amount of advertising that Philip
Morris does is just huge. There needs to
                                 be more regulation of this area,'' he said,
provoking jeers from the crowd. 

                                 In Russia, both alcohol and cigarette
advertisements are banned on television but
                                 allowed in print and on billboards.
Russians continue to buy large quantities of
                                 beer, vodka and Western cigarettes at a
time when many other imports are
                                 slowing. 

                                 Advertisers advised the government to keep
the profitable industry running with
                                 the help of advertising, so both sides
could reap the benefits. 

                                 ``The right to advertise alcohol is one
factor which will no doubt help the
                                 government increase budget receipts,'' said
Vladimir Kismereshkin,
                                 representative of the advertising union. 

                                 The debate over cigarette and alcohol
advertising is raging in many countries, but
                                 is especially acute in Russia. 

                                 The average life expectancy for Russian men
has plunged by six years to 58 over
                                 the past decade due to a combination of
heavy smoking, drinking, poor health
                                 care and other factors. 

                                 Advertisers say their industry's health is
now at risk. 

                                 ``We are living through desperate times.
There is a real threat that Russian
                                 businesses will be knocked out of the
advertising market completely,'' said
                                 Vladimir Evstafyev, president of the
Russian association for advertising agencies. 

                                 Advertising industry officials also wrote a
collective letter to the speaker in the
                                 State Duma lower house of parliament,
asking for greater support. 

                                 Some officials said the cutback in Western
advertising in Russia could present
                                 opportunities for domestic producers to
bolster their position. 

                                 ``I am optimistic. This is an ideal time
for Russian businesses -- we will be in
                                 demand,'' said Evstafyev. 

                                 One member of the audience countered: ``If
we have anything left to sell.'' 


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