Global consumer goods giant Procter & Gamble (P&G), whose portfolio includes brands such as Gillette and Pampers, is severing its business relationship with the Georgian television channel Imedi. The information was reported exclusively by City AM.
The company made the decision after the UK government placed Imedi TV on its sanctions list.
According to City AM, although the broadcaster had been under UK sanctions since February, P&G had continued advertising with the channel. However, following an internal review conducted by John Brandon, Head of Ethics and Compliance for Europe, P&G terminated its contract with the media company on Monday.
A similar internal investigation has also been launched by another global brand, Nestlé. Other international companies, including the commercial arm of the BBC, ended their relationships with Imedi immediately after the UK's Foreign Office imposed sanctions.
The publication notes that since the outbreak of the war in Ukraine, Procter & Gamble has repeatedly faced criticism for continuing its operations in Russia. In February 2023, Ukraine's National Agency on Corruption Prevention (NACP) even designated the company an "international sponsor of war," despite P&G having scaled back its Russian operations and suspended advertising activities there.
Regarding Imedi TV, a P&G spokesperson stated:
"P&G complies with the law in every market where we serve consumers and strictly follows sanctions compliance requirements, including in our media buying practices. We have not breached the UK's sanctions regime; however, we have voluntarily changed our approach and suspended advertising on Imedi TV in Georgia."
Nestlé has also initiated an internal investigation into its placement of advertisements on Imedi TV following the UK's sanctions against the broadcaster.
Imedi TV, founded in 2003 by businessman Badri Patarkatsishvili, has been included on the United Kingdom's official sanctions list. According to the UK Foreign, Commonwealth & Development Office (FCDO), the channel "has deliberately disseminated misleading information regarding Russia's full-scale invasion of Ukraine."
The UK government further stated that Imedi TV "supports or promotes policies and actions that destabilize Ukraine or undermine its territorial integrity, sovereignty, and independence."
On 6 February 2026, Imedi TV and Imedi Holding—which also includes GDS—were sold by businessman Irakli Rukhadze's holding company to Prime Media Global. Documentation submitted to Georgia's Competition Agency indicates that the transaction was completed for the symbolic price of 1,000 Georgian lari.
