President Vladimir Putin has signed into law plans to restrict beer advertising. The president signed the law on Friday last week.

The new law prohibits brewers from advertising their products on television or radio from 7AM to 10PM. At other times, the adverts will not be allowed to show humans or animals or imply that beer is connected to social, athletic or personal success. Advertisers will also not be permitted to imply that beer quenches thirst.

Earlier this month, Russia's upper house approved the bill, which will severely limit the advertising freedoms of the country's beer industry. The Federation Council subsequently approved the bill, which had already been passed by the lower house, the Dumas. Putin's signature was the last stage before the bill became law.

Most of the bill comes into affect 10 days after its publication, but the prohibition on advertising beer in sporting and cultural organisations will not take effect until 1 January.