This week, Conar, the National Council for Advertising Self-Regulation, opened an ethical process against advertising actions carried out by Ambev (the sponsoring brewery) due to Gustavo Lima's live broadcast.
According to iInformation from the newspaper Extra, from Grupo O Globo, the representation was opened based on complaints received from dozens of consumers, who considered that the advertising actions lacked the care recommended by the Brazilian Advertising Self-Regulation Code for the advertising of alcoholic beverages.
Another interesting detail of the complaint is that it cites the lack of a mechanism to restrict access to livestream content for minors and the repeated presentation of beer consumption, potentially encouraging irresponsible consumption of the product.
Celebrity live streams are taking place all over the world
But we know he wasn't the only one, right? Currently, due to the novel coronavirus crisis, singers' investment in livestreams, replete with sponsorships, is a reflection of the current situation in society, as a form of coronavirus prevention.
Furthermore, Conar also sought to highlight innovative advertising formats, but considers that "it must be reconciled with the fundamental principles of commercial communication in the segment, with the responsible promotion of alcoholic beverages and without weakening the care so that it is not disseminated to children and adolescents."
Conar said that there is no date for judgment.
Ambev acknowledged that in some previous livestreams, the recommendations were not followed, but is reinforcing all rules with sponsored artists.
However, Conar recognizes that livestreams by singers and artists have taken on a relevant and innovative role in keeping people at home and providing some entertainment.
With this, they promote the initiative against crowding, and people now have something to entertain themselves with in their homes, but we know that this complicates these procedural issues.
Furthermore, Conar said that in some live streams, completely spontaneously, some instructions were not followed by the singers.
The industry clarified that it is reinforcing the rules given this new context of virtual entertainment and we are more committed than ever to the responsible consumption of our products.
Finally, friends, it's worth remembering that the live stream is owned by the artist, often performed in their home, which represents a challenge.
Gustavo Lima's official response to Conar
The singer tried not to speak openly about the matter, but preferred to say that there are people who prefer to criticize, instead of observing what he, and other colleagues, have raised for good deeds.
Source: Extra Newspaper