The Communications Commission (ComCom) has imposed fines on two broadcasters for violating advertising communication rules. “Formula” was fined 7,500 GEL for breaching product placement (PP) regulations, while “TV Pirveli” received a 2,500 GEL fine for violations related to both product placement and sponsorship rules.
According to ComCom, monitoring revealed that “TV Pirveli’s” program Family Doctor (aired on October 5 and 19) and “Formula’s” TV-program Everyday (aired on October 11, 12, 18, and 19) violated advertising guidelines. The violations included excessive product emphasis and instances where product placement influenced program content.
The Commission noted that the programs also included information about product availability and, in the case of “Formula,” direct calls to purchase the displayed products. Meanwhile, “TV Pirveli” was found to have breached sponsorship identification rules by including promotional messaging in sponsor references, an action that contradicts the Law of Georgia on Broadcasting and ComCom’s 2016 guidelines on sponsor references.
ComCom emphasized that improper advertising communication undermines viewer interests and can influence decision-making, ultimately harming the quality and integrity of media content. Because “TV Pirveli” had already received a written warning for a similar violation earlier this year, the Commission issued a 2,500 GEL fine. “Formula,” having previously received both a warning and a 2,500 GEL fine for similar infractions, was fined 7,500 GEL in accordance with escalating sanctions.
