The Russian State Duma has voted overwhelmingly for tougher regulation on beer advertising which will include prohibiting the depiction of people or animals in TV ads and banning the transmission of TV commercials between 5pm and 10pm. Flouting opposition from the Kremlin, the deputies passed amendments to the law on advertising in the crucial second reading by a majority of 231 to 24.

As well as banning the prime-time airing of TV ads, the amendments would also prohibit brewers from targeting teenagers with their advertising or using famous people in their campaigns. The legislation would also make it illegal for a beer ad to suggest that beer can help raise social status, improve physical or emotional condition, or even quench thirst.

If the amendments are passed into law, they could represent a blow to two growth segments in the Russian economy, brewing and advertising. Beer commercials accounted for nearly 25% of all TV ads last year, with an estimated spend of $400m. Although Vladimir Putin's own position on the issue is not clear, his administration has been lobbying against the amendments, allying itself with the Russian Union of Brewers.