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Lidings advises market - leading French safety equipment manufacturer Sperian Safety on Russian market entry strategy


Lidings, the leading Russian law firm, dedicated to advising foreign companies on all aspects of Russian law is advising the Moscow branch of Sperian Safety, the market - leading French manufacturer of personal protective equipment, on its Russian market entry strategy.

Lidings assisted Sperian Safety in an assessment of its marketing strategy and promotional materials, to ensure their full compliance with Russian antimonopoly and advertising law, particularly in respect of potential risks regarding the use of comparative advertising.

Andrey Kravets, General Director of Sperian Safety, Russia, commented: “This issue was of particular importance to our company, given our very recent entry into the Russian market, and the reliance of advertisers in this sector on comparisons with directly competitive and similar products.” Lidings’ Partner Andrey Zelenin added: “Full compliance with local legislation is crucial for any company entering the Russian market for the fist time, and localizing marketing materials is an essential part of this process.”
 


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