• THE INTERNATIONALCHAMBER OF COMMERCE is revising its code that determines the basis for self-regulation in countries around the world and hopes to have new guidelines this summer. The new code is expected to combine separate rules for sales promotion, media advertising, and environmental advertising and also to address new forms of communication ranging from product placement to news releases. How countries use the code varies: Some establish
  consumer laws that follow it to the letter while others use it to guide self-regulatory organizations.
• A new advertising law has been signed in Russia that will
  • restrict the amount of advertising on TV to no more than 20% of airtime per hour, with further restrictions to come in 2008,
  • allow advertising in children television only in programs longer than 25 minutes,
  • ban billboard advertising for tobacco, and
  • place limitations on advertising pharmaceutical products. Those opposed say the bill could have serious economic consequences, including putting an end to some major sports and cultural
  sponsorship programs and will significantly reduce the amount of advertising during prime time.

From EACA reports. •

Appealing to the senses

• When selecting products, more than 60% of people focus on the visual while close to 40% focus on senses other than sight
  
• Men pay closer attention to the visual than women
• Categories in which the senses play a significant role are women's cosmetics, shampoo, beer, and chocolate
• Sound is important when choosing beer
• Touch is a key issue when selecting audio-visual equipment

Source: Hakuhodo survey of 1,067 Internet users in Japan ages 16-59 •

Ad expenditures in China and
Russia to soar

China is expected to become the fifth-largest ad market by 2008, up from seventh in 2005, according to ZenithOptimedia. Meanwhile, Russia is expected to join the top ten, leaping from 14th place in 2005 to eighth in 2008 as it more than doubles in size, the media agency predicts. •

Boom from boomers

The mass retirement of baby boomers, starting in 2007, will have a significant impact on consumption in Japan, according to a survey by Dentsu's Center for Consumer Studies. The survey shows that consumption per household of comparatively expensive items, such as real estate, travel and financial products, will be particularly strong. Along with the boost to consumer spending, there is also expected to be widespread economic impact in the form of greater business-to-business economic activity. •

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