Mykola Tomenko: Advertisement of Several Brands of Beer is Unfair and has Anti-Social Nature
Mykola Tomenko, Deputy Chairman of The Verkhovna Rada of Ukraine, has repeatedly drawn attention to the impropriety and illegitimacy of content of television beer advertisements. "Unfortunately, in the money race, breweries and advertising companies ignore these appeals," M.Tomenko stated. As the People´s Deputy, jointly with the public organizations of parents and experts, he called for prohibiting such advertisements, especially the one under the slogan ‘football without beer is no football.´
Notwithstanding numerous appeals, the request was not satisfied. At request of the State Committee of Ukraine for Technical Regulation and Consumer Policy, the Consumer Protection Department in Kyiv initiated a case on prohibition and denial of this advertisement at the County Administrative Court of Kyiv.
In response to the request of the Consumer Protection Department in Kyiv, All-Ukrainian Advertising Coalition made an expert review, stating that the use of the phrase ‘football without beer is no football´ is an advertising exaggeration and can shatter public confidence in advertisement.
M.Tomenko believes that the statement ‘football without beer is no football´ is false. "Encouragement of continuous consumption of beer while watching the football match may do harm to the advertisement consumers who perceive it consciously or even sub-consciously," he stated.
"Well, watching the football played by most Ukrainian clubs in the European arena, one may joke that Ukrainian football without alcohol is no football," M.Tomenko joked.
The Deputy Chairman of The Verkhovna Rada of Ukraine believes that the struggle with unfair advertising of beer and alcoholic beverages by means of legal actions "is good, but inefficient." "The Parliament should satisfy the demand of the most Ukrainians, adopting the bill on amendments to the Law of Ukraine "On Advertising" (re advertising of alcoholic beverages and beer) (Reg. No. 1014-2) submitted by M.Tomenko and A.Shevchenko that prohibits advertising of liquors and direct advertising of beer.