REQUIREMENTS TO THE CONTENT AND EXECUTION OF ARTICLES FOR PUBLICITY PURPOSES
An article for publicity purposes is the material presented in narrative form on behalf of third parties as well as in the form of interview with a top manager, specialist of the company or other expert and contains informational part on any topic and information about the company that pays for this article. Actual topic for the readers shall be revealed and analyzed in the article. The topic shall be related to the thematic of the edition and the article shall contain the ways of its solution with the assistance of goods/services of the advertiser.
An article for publicity purpose may contain news, useful information and recommendations to potential customers.
An article for publicity purpose shall have a title reflecting its content.
An article shall be free of jargon, slang and discordant acronyms. An article for publicity purposes shall not be overloaded with scientific terms, quotations from technical and scientific works, contain references on the outdated recommendations and approvals by legal entities or sole proprietors.
An article for publicity purposes shall contain contact information of the Advertiser and advertising module of the size not over 10% off the paid space.
An article may be followed by the required illustrations, company’s logo and the list of diplomas/certificates/letters of awards etc., which the company’s specialists or its production is honored with, optional to advertiser.
The illustrations used in an article for publicity purposes shall not be overlaid on the text of an article and occupy more than 20% of the paid space. If the text is overlaid on the artistic background it requires mandatory approval with the editorial office. In creation of illustrative background complicated and 3D graphical subjects made in raster programs shall not be used. Flat dies, uniform fills, and graphic elements created in vector programs as well as the images represented as simplified symbols shall not be used.
An article for publicity purposes shall be typed by a standard font that is not more than 9 points and occupy not more than 80% of the paid space (not including the heading).
The detailed list of goods/services provided by the company, its price-list and list of representative offices is not considered by the editorial staff as an article for publicity purpose.
If the business of the advertiser is a subject to licensing, the number of license and name of the issued authority shall be stated in the article for publicity purpose.
If the advertiser repeats the article for publicity purposes in the magazine of the publishing house the mandatory condition is information and artistic difference of the article from the one published previously, regardless the period of time between the publications.
An article shall have a mandatory remark ‘for publicity purposes’ and it shall not contradict the Federal law ‘On advertising’ of June 14, 1995. Improper advertising, i.e. unfair, unauthentic, misleading and counteradvertising is prohibited.
The advertiser bears responsibility for the article’s content.