United Russia MP Kiryanov recently came up with the initiative to reshape the rules in the existing outdoor advertising market. The formal reason is that in the conditions of a special operation there is no control over what exactly is shown on digital billboards, and this is already an information threat to Russians. According to Kiryanov, one responsible operator should manage the entire placement. Leading media outlets do not hesitate to name the beneficiary of these amendments, who, in fact, will become a monopolist.
The tradition of having their own lobbyists in Duma circles among the largest players in outdoor advertising appeared back in the distant 2000s. News Outdoor Russia (now Russ Outdoor), Gallery, and other operators did this. However, over the past 20 years, the level of consolidation of “outsiders” has increased significantly, and it will no longer be possible to simply turn the market around. Tomorrow, industry participants will gather to discuss a roadmap for amending the advertising law. An extended meeting of the Association of Communication Agencies of Russia (ACAR) and outdoor advertising operators is convened on the initiative of one of the players, the MAER company, which is included in the list of systemically important enterprises of the Russian Federation.
Considering that the companies were able to unite, the Russian outdoor advertising market has every chance to maintain healthy competition in the country and ensure the development of the advertising industry in the country.
“ВЧК ОГПУ”
