Instead of fairy-tale hits… a beer advert?! Singer sounds the alarm: “Even 12-year-olds are turning to alcohol”

Is it music, or is it an advert for an alcohol brand?

Sanah has so far been regarded as a star who steers clear of major scandals. This time, however, the release of the track “itepe itede”, part of the Enklawa music project, has raised questions not only about the boundaries of artistic collaborations, but also about the social responsibility of public figures. The singer labelled the track as a promotional collaboration, and the Lech Free brand appeared in the project’s official communications.

Although the product featured is non-alcoholic, the whole campaign remains linked to a brand primarily associated with beer. This is precisely why this matter is not merely an innocent discussion about the music video’s sponsor. It is about the use of one of Poland’s most popular artists to bolster the image of a company operating in the alcohol market.  

The artist’s silence and questions about the scope of the collaboration

Despite the questions and numerous media reports, neither sanah’s management nor the artist herself has commented on the matter. It is therefore unclear whether the collaboration with the Lech brand is limited solely to this project, or whether it has a much broader scope. Regardless of any formal arrangements, however, the artist’s responsibility towards her fans has been compromised in this instance.

Sanah has underage fans. Maja Herman warns against the influence of the idol

The greatest controversy centres on the age of some of the singer’s audience. It is not only adults who listen to Sanah. Her songs, her distinctive fairy-tale image and her presence on social media also attract children and teenagers. Psychiatrist Maja Herman has drawn attention to this issue.

Inher statement, she highlighted the effect of affect transfer. When a well-liked and admired person appears alongside a particular product, some of the positive emotions associated with the idol may be transferred to the advertised brand. Children and teenagers are particularly susceptible to this influence, as the authority of a well-known figure may carry more weight with them than warnings from experts or prevention campaigns.

Psychology has long shown that when a brand appears alongside someone we like, admire and identify with, some of those positive emotions are transferred to the product itself. This is known as the affect transfer effect. For children and teenagers, whose brains are still maturing, the influence of role models and idols is particularly strong,” noted Maja Herman. 

In this case, therefore, the problem need not be that a young fan will immediately buy beer. It may be far more dangerous to gradually accustom them to the belief that an alcohol brand is a natural part of music, fun, success and an attractive lifestyle.

Jan Śpiewak made a scathing comment on sanah’s actions

Jan Śpiewak, who has for years criticised the promotion of alcohol by celebrities and influencers, also weighed in on the matter. In an interview with Plotek, the activist did not mince his words. He accused the artist of a lack of responsibility and of prioritising financial gain over the welfare of young audiences.

“I believe that the promotion of alcohol by someone whose target audience is 12-year-olds is appalling and demonstrates Sanah’s lack of morals. Unfortunately, she has proved to be a greedy and ruthless person who will stop at nothing in her pursuit of money.” She is corrupting young people and setting them a very bad example,’ Jan Śpiewak told Plotek.

In Śpiewak’s view, the age at which young people first try alcohol is getting younger and younger, and now even affects 12-year-olds. He also pointed out that campaigns linking popular idols with beer brands may further exacerbate this problem.

Over the past few decades, the age of first alcohol consumption in Poland has fallen by as much as five years. Nowadays, even 12-year-olds are already drinking. Such advertising campaigns only accelerate this trend,” he added.

His statement is exceptionally harsh, but it gets to the heart of the whole debate: should someone whose work reaches children accept money from a brand belonging to the alcohol industry?

The age at which young people start drinking in Poland begins with beer

Polish law prohibits the advertising and promotion of alcoholic beverages, with the exception of beer. In practice, it is beer that dominates the drinking patterns of Polish young people and often becomes the first alcoholic drink that teenagers come into contact with.

A report cited by the Children’s Ombudsman identifies three main factors contributing to early initiation: family, peer groups and beer advertising. As many as 77% of those surveyed stated that they had been exposed to beer adverts before reaching the legal drinking age. 

The data show that beer remains the most familiar and most popular alcoholic drink among young people. According to the results of the 2024 ESPAD survey, around 40 per cent of pupils aged 15–16 had consumed alcohol in the month preceding the survey. Starting to drink at an early age, however, increases the risk of later addiction and can have a negative impact on emotional development, cognitive abilities and social relationships.

Sanah is not the first. Many celebrities have promoted alcohol

The history of Polish show business is full of examples of celebrities appearing in beer adverts. Among others, Bogusław Linda, Piotr Fronczewski, Marcin Dorociński, Adam Woronowicz, Adam Małysz, Krzysztof Hołowczyc and Dariusz Szpakowski have appeared in adverts. Over the years, the presence of well-known faces has helped to portray beer as a normal accompaniment to a football match, a get-together with friends or a moment of relaxation.

Advertising alcohol on social media in breach of statutory restrictions has had far more serious consequences. Maciej Musiał and Maffashion found themselves at the centre of proceedings concerning the online promotion of alcoholic beverages. Kuba Wojewódzki and Janusz Palikot, who advertised their own brands of alcohol, also received final judgements. 

These examples show that being a well-known figure does not exempt one from liability. On the contrary – the greater the reach and the stronger the bond with fans, the greater the actual impact of the advertising message may be.