A Christmas beer ad featuring actor Tomasz Karolak has ignited a debate in Poland, prompting an inspection by the National Broadcasting Council and a potential investigation by prosecutors. The Łomża beer commercial, which began airing in early December, depicts Karolak playing Saint Nicholas placing bottles of beer beside a Christmas tree, declaring, “For the first time in my life I feel like playing with the presents I brought myself.”
Ad Campaign Sparks Controversy Over Values and Alcohol Promotion
The advertisement, intended for adult audiences, has drawn criticism for its portrayal of Saint Nicholas and potential implications regarding alcohol consumption.
- The Łomża beer advertisement features actor Tomasz Karolak as a beer-loving Saint Nicholas.
- The National Broadcasting Council has ordered an inspection and requested broadcasters to halt the ad’s airing.
- The National Center for Addiction Prevention is considering a notification to the prosecutor’s office.
- Van Pur SA, the owner of Łomża, defends the ad as compliant with regulations and aimed at adults.
Van Pur SA, the owner of the Łomża brand, responded to inquiries stating the campaign underwent standard inspection processes at television stations without raising ethical or legal concerns. The advertising spot successfully passed the standard inspection process at TV stations before being broadcast, without raising any ethical or legal concerns.
The company emphasized that the intention was not to generate controversy, and the advertisement was specifically prepared for adult viewers and broadcast during evening programming. “The intention of the Łomża brand was not and is not to promote itself by causing controversy.” they stated. The ad utilizes the trope of a “bad Santa” character, a concept the company believes is readily understood by adult audiences.
Despite these explanations, the National Broadcasting Council Chairwoman, Agnieszka Glapiak, ordered an inspection and called for an immediate halt to the advertisement’s broadcast. The KRRiT reported receiving over 20 viewer complaints alleging the ad violated traditional values and presented an inappropriate image of Saint Nicholas.
Further escalating the situation, Bogusława Bukowska, MD, PhD, director of the National Center for Addiction Prevention, announced plans to submit a notification to the prosecutor’s office. Dr. Bukowska cited the Act on upbringing in sobriety and counteracting alcoholism, which prohibits alcohol advertising directed at minors or associating alcohol with positive life outcomes like relaxation, success, or study. advertising of alcoholic beverages in Poland cannot be directed to minors or evoke associations with relaxation or rest, study or work, or professional or life success. She argued the Christmas-themed beer ad failed to meet these requirements, particularly due to its use of the figure of Saint Nicholas, a figure significant to children.
Tomasz Karolak
