The advertising industry, one of the promising economy sectors estimated to $68-72 million last year, will have to soon change its strategy on the go.
The advertising agencies will practically have to rethink their ads no matter if its about audio, video or printed commercials. The promotion of any product will soon be carried out only in Romanian, and in case the foreign language version is preferred, it shall come with a translation. Ignoring these provisions is punishable by a fine up to 50 million ROL. The changes are induced by the law on using the Romanian language in public places, relations and institutions enacted by the senators again on Monday night. The originator of this law, PSD (Social Democrat Party) Senator George Pruteanu says, "Any advertising text for TV, radio or newspapers has to be translated into Romanian, as well, in case it was written in a foreign language." The names of the companies will not be affected, because the Pruteanu law, as nicknamed by MPs, does not cover registered trademarks. The law stipulates that "anywhere in Romania, any text of public interest in a foreign language, both written and spoken, no matter its size, shall come with a Romanian translation." The law defines the text of public interest as any text written and displayed, as well as broadcast in public places or in the media, which is intended to convey to the public a name, a piece of information or a message.
The controversial law was enacted by both the Chamber of Deputies and Senate this spring. When submitted for promulgation, President Iliescu instructed the MPs to reconsider it and said he did not agree with the fines up to 50 million ROL for those breaching it. The President said in his request to the Parliament that considering the field targeted was the advertising business, the failure to comply with the regulations set by the law would be punished by compromising the very purpose of advertising. Subsequently, the provisions about punishments could very well be eliminated. Reactions were quick to surface as soon as the law draft was passed by the Parliament this spring and some were even adamant. Linguists were joined by major companies in protest. It was especially about software or advertising companies that criticised the "exclusive nationalist support" of the law. The managers in the advertising business were even saying that the Pruteanu law was limiting expression in the field. They also brought up the issue of those companies that run global advertising campaigns and use the same slogans in all countries, which are usually written in English. As far as clients are concerned, it is more efficient to express a widely accepted slogan in a foreign language.
Senators seemed half-convinced by President Iliescu's arguments on Monday night. The Cultural Committee, which debated the project, decided to cut fines down to half. Still, the senators voted the initial draft that stipulates 10 to 50 million fines for those who break the law. It was not about a change of mind, but about a mistake. Admitting the "procedural mistake", PSD senators' leader Ion Solcanu said he hoped things would be mended in the Chamber of Deputies, which was to debate the draft for the second time.
mirela.luca@zf.ro
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