ComCom Fines Teleimedi GEL 20,000 and Rustavi 2 GEL 10,000 for Violating the Advertising Rules

The Communications Commission has fined Teleimedi GEL 20,000 and Rustavi 2 (Media Holding) GEL 10,000 for violating product placement and sponsorship rules.

The media monitoring conducted by the Communications Commission revealed that advertising communications, including product placement and sponsorship messages, were aired by Teleimedi and Rustavi 2 in violation of the legislation.

More specifically, the TV show Imedis Dila aired by Teleimedi on 8 and 9 October, and the TV programme Shua Dghe aired by Rustavi 2 on 13, 14, 17 and 22 October, featured advertising that influenced the content of the programmes by affording excessive importance to the product. In addition, the product placement in the programmes was not clearly identified in accordance with the requirements of the legislation. It is also worth noting that the content of the programmes was fully tailored to the featured products, while the participants emphasised the positive qualities of the products.

In addition, both broadcasters aired adverts without any identification or separation. In the case of Rustavi 2, there was a further violation of sponsor referral rules, as the reference to the sponsor contained an advertising message in violation of the Law of Georgia on Broadcasting.

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 Teleimedi and Rustavi 2 have already received a written warning and a fine of GEL 2,500 for similar violations this year, ComCom imposed a fine of GEL 20,000 on Teleimedi and GEL 10,000 on Rustavi 2 for the current violations in accordance with the legislation.