An actor from ‘1670’ turned down an offer to appear in an alcohol advert. “I think it’s harmful”

Michał Sikorski refused to appear in an alcohol advert

The role of Father Jakub in the hit TV series “1670” brought Michał Sikorski immense popularity and established him as one of the most interesting actors of the younger generation. With this recognition came advertising offers. In an interview with “Tygodnik Powszechny”, the actor spoke about an offer that came with a very high fee. As he admitted, the fee for appearing in an alcohol advert could even have allowed him to buy a flat in Warsaw.

“I don’t advertise alcohol. I believe it’s harmful. I once received an offer for a sum that might have been enough to buy a flat in Warsaw. It was tempting; I thought it might be worth it ‘for the sake of my child’. But I turned it down ,” explained the actor.

Beer advertising and responsibility towards young audiences

In Poland, alcohol advertising is only permitted for beer. This issue continues to provoke huge controversy because, despite its lower alcohol content, beer remains a substance that is harmful to health. Its ubiquity in the media means that children become accustomed to it from a very young age, which has a direct impact on their future habits.

It was precisely this social awareness, backed up by the story of a colleague in the industry, that influenced Michał Sikorski’s decision. A beer advert featuring a friend of the actor’s appealed to a twelve-year-old boy to such an extent that he began regularly drinking the non-alcoholic drink advertised.

Later, the colleague who’d starred in the beer advert was told by a lady on the street that her twelve-year-old grandson drank that ‘zero’ beer every day because the advert was funny. I realised: if a well-made advert encourages a kid to have a ‘beers in the evening’, then that money isn’t worth the social responsibility,’ Sikorski confessed in the pages of *Tygodnik Powszechny*.

Will beer adverts be banned? 

The story described by Michał Sikorski of a twelve-year-old reaching for non-alcoholic beer under the influence of an appealing advert hits the heart of the problem that addiction prevention experts have been grappling with for years. However, the regulations which have so far made an exception for beer may soon be subject to change.

The Sejm Health Committee has begun work on draft bills from the Left and Polska 2050 concerning amendments to the Act on Upbringing in Sobriety and Counteracting Alcoholism. These proposals envisage the introduction of a total ban on the advertising of alcoholic drinks, including beer, and restrictions on the promotion of non-alcoholic products if they use visual elements similar to those of alcoholic products.

Controversy surrounding celebrities promoting alcohol

The stance taken by Michał Sikorski clearly stands out against the backdrop of the Polish entertainment industry, where the involvement of famous personalities in the promotion of alcoholic products regularly causes considerable controversy.

Recently, the singer Sanah came under fire for partnering with the Lech beer brand.Psychiatrist Maja Herman pointed out that the artist’s work reaches a very young audience, meaning that the participation of a teenage idol in such campaigns could lead to the creation of positive associations with alcohol amongst children and young people.

Although Polish law imposes detailed restrictions on the promotion of beer (concerning, amongst other things, broadcasting times and the targeting of content at minors), the issue of artists’ ethics and social responsibility remains a lively subject of public debate. The example of Michał Sikorski demonstrates that some artists still prioritise the welfare of their audience over financial gain.

See also: Karolak, Woronowicz, Sanah: The dark side of alcohol promotion by celebrities