FAS will check advertising banks on the Internet
Advertising banking products on the Internet will be checked for compliance with the law. Such work is planned by the Federal Antimonopoly Service ( FAS ).
“Often banks indicate only one of the essential lending conditions, keeping silent about the rest,” said FAS representative Tatyana Nikitina. “This violates the law on advertising, which also applies to online advertising.” According to her, the penalty imposed on violators can range from 40 thousand to 500 thousand rubles (in case of non-elimination of the violation, from 200 thousand to 500 thousand rubles).
Arguments that bankers respond to seem to be objective: it’s impossible to fully accommodate the essential conditions in a banner or contextual advertisement. FAS, in response, offers to limit image advertising. “For example, a banner with the slogan“ We have good bets ”will not cause any complaints,” says Tatyana Nikitina.
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But banks do not consider the option with image advertising successful. “As practice shows, advertisements with an indication of numbers — for example, rates or crediting periods — most effectively affect an Internet audience,” Avangard Bank said. “The transition from numbers to image will significantly reduce the effectiveness of such advertising and the interest in it from banks.”
Meanwhile, losing advertisers among the financial structures of the Internet advertising industry would hardly be desirable. According to MindShare Interaction , the total amount spent by these companies on advertising on the Web in 2006 was $ 11.3 million, which is 83% more than in 2005. Banks account for 70% of this amount. The agency’s forecast for the current year is $ 18 million (60% growth).
via Kommersant
“Often banks indicate only one of the essential lending conditions, keeping silent about the rest,” said FAS representative Tatyana Nikitina. “This violates the law on advertising, which also applies to online advertising.” According to her, the penalty imposed on violators can range from 40 thousand to 500 thousand rubles (in case of non-elimination of the violation, from 200 thousand to 500 thousand rubles).
Arguments that bankers respond to seem to be objective: it’s impossible to fully accommodate the essential conditions in a banner or contextual advertisement. FAS, in response, offers to limit image advertising. “For example, a banner with the slogan“ We have good bets ”will not cause any complaints,” says Tatyana Nikitina.
')
But banks do not consider the option with image advertising successful. “As practice shows, advertisements with an indication of numbers — for example, rates or crediting periods — most effectively affect an Internet audience,” Avangard Bank said. “The transition from numbers to image will significantly reduce the effectiveness of such advertising and the interest in it from banks.”
Meanwhile, losing advertisers among the financial structures of the Internet advertising industry would hardly be desirable. According to MindShare Interaction , the total amount spent by these companies on advertising on the Web in 2006 was $ 11.3 million, which is 83% more than in 2005. Banks account for 70% of this amount. The agency’s forecast for the current year is $ 18 million (60% growth).
via Kommersant
Source: https://habr.com/ru/post/3888/
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