Celebrities in alcohol ads. Who is promoting and who is saying `no’?

Celebrities who have promoted alcohol – from Musiał to Linda

There is no shortage of high-profile names on the list of celebrities who have appeared in alcohol adverts. Julia “Maffashion” Kuczyńska and Maciej Musial found themselves at the centre of an affair, promoting alcoholic beverages on Instagram. Soon after, fans began to ask themselves whether online alcohol advertising was legal? The public prosecutor’s office concluded that the celebrities had violated the applicable regulations, resulting in charges.Kuba Wojewódzki and Janusz Palikot, who advertised their own beverage ,were in similar trouble . Both were legally convicted – this was a signal that even celebrities have to abide by the regulations on restricting alcohol advertising.Other well-known liquor promoters included Bogusław Linda, Magdalena Cielecka and Adam Woronowicz. The latter starred in a commercial for Łomża beer. The spot featuring Woronowicz – today widely searched as “the actor from the Łomża beer commercial ” – aroused a wave of comments. Some praised Adam Woronowicz for his charisma, others asked whether he didn’t overdo it with the moral backlash.Beer adverts featuring stars such as Piotr Fronczewski, Marcin Dorociński, Adam Małysz, Krzysztof Hołowczyc or Dariusz Szpakowski also attracted millions of viewers . Especially as they can be broadcast in Poland after 8pm, which, according to experts, does not limit their impact at all.

Beer – alcohol with privileges

Although, in theory, alcohol advertising on television is forbidden, beer is an exception – it can be advertised, and in prime time, as long as it is after 8 p.m. Such regulations result in beer being advertised in controversial circumstances, for example during sports events.

Then there is the lower excise duty – beer is taxed much less than vodka or whisky. The result? Brewers invest gigantic budgets in advertising and Poles reach for beer more and more often.Experts alarm that beer advertising in Poland creates social consent to drinking alcohol. Beer is ceasing to be perceived as a beverage and is starting to be a “match drink”. This is the effect of hundreds of campaigns that have been building the image of an “innocent product” for years.The phenomenon can also be seen in shops – the popularity of non-alcoholic beer, which is often promoted almost identically to classic beer, isgrowing dynamically . According to Olga Legosz, this is a marketing gateway that allows brands to continue to advertise alcohol, although formally they are not breaking the law.

Celebrities who refused to advertise alcohol

Not everyone was tempted by the big money. Dorota Wellman admitted that she turned down a very lucrative offer, explaining that she did not want to promote alcohol in any form, earning the respect of many fans.I was recently offered to advertise an alcoholic drink for women. Money like that would have set me up for a long time. When I declined, there was surprise: ‘But what, not enough? No, because I didn’t even think about remuneration. When it comes to decisions like this, you have to include thinking. Not only about yourself and money, but also about others. How would I promote percentage drinks in a country that is drunk to the point of debauchery? Where cheerful advertisements are shown with alcohol as a source of pleasure and which can be bought at the petrol station? I know what alcohol does to people.Tomasz Fornal, Poland’s national volleyball player, received an offer that “could have changed his life financially”, but he turned it down too. He decided that he would rather be a role model for young people than the face of an alcoholic brand.I will certainly never advertise alcohol. I believe that as an athlete I shouldn’t do that. Especially since I realise that I am followed by a lot of young people. And in a way they take an example from me.

Criticism of alcohol advertising among celebrities

Some celebrities not only refuse to do so, but also loudly criticise alcohol advertising in Poland.Doda, known for her harsh statements, said outright that she does not understand how famous people can promote drinks that destroy lives. Her words have gone viral:why don’t I advertise alcohol? For the same reason that I don’t advertise drugs. For the same reason that I don’t advertise other stimulants that are destructive and destroy people’s lives. Alcohol takes away, from the mundane things: beauty, reason, health. And now from the worst: families, lives, careers, possessions. People end up under bridges.The voice of Miśek Koterski, who has not drunk alcohol for years,resonated even more strongly . The actor admitted that beer commercials scare him.What’s the worst thing about it: people are hired for it who, unfortunately, are associated with only positive emotions. I can mention Adam Małysz, Krzysztof Hołowczyc, Adas Woronowicz. (…) The same goes for Wojtek Mann, and a whole host of people. (…) When they hold alcohol in their hands, there can be nothing wrong with that, because they are so fantastic, they are so credible, they are authorities…They both draw attention to something that is rarely spoken about: alcohol commercials in Poland reach young people – even if they are formally broadcast after 8 p.m. In the age of social media, such a record is fiction, and more and more Poles are struggling with their daily drinking.

Olga Legosz and the fight to ban alcohol advertising

Olga Legosz, an activist and entrepreneur who campaigns against alcohol promotion, has aspecial place in this heated debate . In her view, it is time to put an end to double standards.Legosz points out that restricting beer advertising is not a matter of ideology, but of public health. Her action – supported by many artists and experts – is to have the law amended.Will it succeed? The discussion is only just beginning. One thing is certain – the topic of alcohol advertising in Poland has never been so hot.

What do you think?

Should celebrities give up participating in alcohol ads altogether?
Are beer ads after 8pm really the solution or just the appearance of restriction?Write in the comments which side you stand on – those who make money from alcohol ads or those who say no?Because in a world where one spot can sell millions of bottles, celebrity responsibility matters more than ever.