OREANDA-NEWS. On October 11, 2007 the Federal Antimonopoly Service (FAS Russia) fined "TSUM Trading House" for 400 000 Rubles for breaching the Federal Law "On Advertising" by placing the "Soon to School" advertisement on the TSUM building, reported the press-centre of FAS Russia.

Earlier FAS Russia found the advertisement improper and breaching Clause 4 Part 4, and Part 6 Article 5; and Clauses 2,4,5,8 Article 6 of the Federal Law "On Advertising" and issued the determinations to the advertiser - "TSUM Trading House" OJSC - to terminate the violations.

The advertisements used images of children and contains expressions: "Who is not wearing Prada, is a sucker!", "All people are like people, but I'm wearing Burberry", "I am the only one in the class. Really the only one! Everybody has simply burst with envy", "So now I am at school! Now I'm only interested in duds. And I do not need you, two old cows, any more!", "I want to be rich, famous, drive Bentley, and dress oneself up only in TSUM", "The light of my eyes, TSUM, tell me, am I not the most snappy dresser at school?", "Daddy! If you really love me, buy! Buy! Buy! Buy me - shoes, the dress, the hat!!! D&G, Armani, Prada".

FAS Russia established that the advertisement insults children and their age-specific values, forms adverse attitude and contains explicit reprehension of those who did not use TSUM services and did not buy the advertised goods. The advertisement encourages minors to ask parents to buy goods in TSUM and creates an impression that possessing such clothes gives them advantages over their peers. The advertisement encourages unhealthy materialism among minors, creating inferiority complex among those who do not dress in TSUM.