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. Last Updated: 07/27/2016

U.S. Company Told to Pull TV Ads




Unless they rush to catch it before Monday, Russians may never see the sad television saga of a Spanish village living their lives unaware of the miraculous Procter and Gamble dishwashing liquid, Fairy.


That is because the State Anti-Monopoly Committee has determined that the advertisement must be pulled from the air since it uses children to sell a product that is not intended for children.


"Are there children in the ad? Yes, and this is prohibited. How to deal with the situation will be the company's problem," said Viktor Kuskov, a spokesman for the anti-monopoly committee.


Committee officials say the appearance of children in the advertisement is illegal, since Fairy is not a children's product. The officials cite safety issues, arguing that if children accidentally get large quantities of the soapy liquid in their eyes, they can damage them.


Kuskov said the company can dispute the order in the court, but pointed out that the committee has won most similar cases in the past.


Under the law, Kuskov said, the company can be fined as much as 5,000 times the minimum wage ($70,000) for not obeying the order.


Procter and Gamble spokeswoman Yulia Bayeva said obeying the order will not cause the company any problems. "We have a few different ads for same products so they can always be replaced," she said.


Bayeva said she did not know whether Procter and Gamble would contest the order in court. Procter and Gamble runs similar advertisements worldwide with no legal problems.


In addition to the Fairy advertisements, the committee has ordered advertisements for Procter and Gamble laundry detergent Tide off the air by April 19.


Also aimed at families, the Tide advertisements show mothers with their children whose stained clothes are made clean by using the laundry detergent.


As with the Fairy ads, the committee cited safety concerns with the Tide ads and the potential chemical hazards of the washing powder to children.


According to Olga Pyankova, who works in the advertising department of the committee, the Fairy and Tide advertisements are the first ones featuring Procter and Gamble products to run afoul of the law.


She said her department was looking at other advertisements featuring children in violation of the law, but refused to identify which ones.