Israel's
Broadcasting Authority has decided to cancel the broadcasting of the Stoli vodka advertisement that has recently started airing on the various Kol Israel stations.
The short ad that airs on channels 2 and 10 and is often presented as a brief sponsor message is also broadcast during prime time programs such as A Star Is Born (the Israeli version of American Idol). It should be noted that there is no legal ban on broadcasting the message after 10 pm, in which time alcoholic beverage ads and sponsorships are allowed to air in commercial channels.
IBA Director General Motti Shklar and Kol Israel Director Arie Shaked have made a joint decision to remove the ad in their respective radio stations "so as not to offend public feelings and fearing that the ad would encourage alcohol consumption." The IBA stated that the decision was made after many listeners asked to remove the advertisement from the air.
"In a time when one is fighting car accidents and trying to decrease alcohol consumption, it is not appropriate to air this advertisement in public broadcast," one listener complained.
The IBA also stated, "The Authority is obligated to adhere to legal regulations in airing advertisements, however it is also obligated to maintain values. It has therefore been decided to cease the broadcast of the advertisement despite the financial loss it entails."
The Second Television and Radio Authority will also consider the issue of airing the ad during prime time and will hold a discussion on the matter upon receiving viewers' complaints.
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