2024 Author: Jasmine Walkman | [email protected]. Last modified: 2023-12-16 08:29
A huge fine of BGN 236,431 was imposed on Mondelize Bulgaria Holding AD - the company that distributes Belvita biscuits on the market. The fine was imposed by the Commission for Protection of Competition (CPC) for using misleading advertising with Bulgarian top tennis players Grigor Dimitrov and Tsvetana Pironkova.
The company has posted on its official Facebook page photos of the athletes, on which the brand belVita is placed good morning!.
The commission found that photos of tennis players Tsvetana Pironkova and Grigor Dimitrov were posted on the Belvita Bulgaria Facebook page, on which the belVita brand was placed good morning!, owned by Mondelize. The CPC accepts that the mentioned photos have the quality of advertising materials, due to which, as a result of the positioning of the indicated brand on the photos, an association is made that the athletes are advertising faces of the belVita brand products. In this sense, they are recognized as persons who advertise, support and recommend these products. As far as the Commission has established that the tennis players are not advertising persons of the brand, in the present case there is a misleading advertisement regarding the way it is presented, the CPC said in an official statement.
A fine, but in a negligibly smaller amount, was also paid by the advertising agency for the biscuits - Know Way EOOD. The company was fined BGN 1,516.
Grigor Dimitrov's drama with the company that distributes Belvita biscuits started last December, Dnevnik writes. Then a complaint was filed with the Commission for Protection of Competition by the lawyers of the Bulgarian athlete that his photo was used in the same way as the current one without his permission.
The photo was also uploaded on the company's Facebook page. At that time, however, the CPC dismissed the claim, as it considered that Dimitrov, in his capacity as an athlete, was not an enterprise and therefore did not carry out any economic activity.
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