More specific measures include: an increase in taxes on alcohol consumption combined with price minima,12 limitations on the hours during which alcohol can be bought and on types of shops allowed to sell alcohol products, the elimination of illegal production, a complete ban on advertising, and the development of prevention programmes. According to the Action plan of the Government Commission on alcohol market regulation of July 2010, regional programmes are being developed and implemented in the subjects of the Russian Federation in order to reduce alcohol consumption and prevent alcohol addiction. These programmes take into account regional patterns of alcohol consumption (i.e. the share of rural population) and need to be co-ordinated with regional educational and health care programmes.