ComCom Fines Formula GEL 7,500 and TV Pirveli GEL 2,500 for Violating the Advertising Communication Rules

The Communications Commission has fined Formula GEL 7,500 for violating product placement (PP) rules, and TV Pirveli GEL 2,500 for violating PP and sponsorship rules. 

Media monitoring carried out by the Commission found violations of advertising rules on the “Family Doctor” show aired by TV Pirveli on 5 and 19 October, and on the “Every Day” show aired by Formula on 11, 12, 18 and 19 October, where products were afforded excessive importance, product placement influenced the content of the show, and information about product availability was announced. Additionally, the show on Formula included calls to purchase the product. 

TV Pirveli additionally violated the rules for reference to sponsors. The broadcaster’s reference to the sponsor contained, among other things, an advertising message, in violation the terms of the Law of Georgia on Broadcasting and the Guidelines for Reference to Sponsors approved by the Resolution No. 1 of the Communications Commission of 14 January 2016. 

Unlawful placement of advertising communications is a gross violation of the interests of the viewers, as it may influence their decisions. It is therefore important for the broadcasters to follow the rules outlined in the Georgian legislation so as not to violate the rights of the viewers by affecting the programme content, which in turn worsens the quality of the media product. 

Due to the fact that TV Pirveli had received a written warning for a similar violation this year, ComCom fined the broadcaster GEL 2,500. Formula had already received a written warning and a fine of GEL 2,500 for similar violations, prompting ComCom to fine the broadcaster GEL 7,500.