Law in the previous shape forbid the advertisements of liquor entirely. Yet the unfriendly of recipes brought to practice of showing advertisements of “strongly alcohol-free beer, Rest Horse Tourism (WTK) “Soplica”, boat Bols or foundation Ballantines. Resentful general disrespect right the legislator, he decided to sharpen recipes.
The present law allows on advertisement and the promotion of the beer in the Poland be sure, but under the condition, that money transfer oneself won’t associate with sexual attractiveness, relaxation, rest, sport, science , work, health, that is in majority with this with all the advertisement of the beer associated oneself until now. To prevent the formation of foundation, clubs or the legislator the companies whose advertisements could associate oneself with the definite mark of the beer forbid “I the advertisement and the businessmen and different subjects which in their advertising picture use promotion will name, freight sign, graphic shape or packaging connected with alcoholic drink, his manufacturer or distributor”.
The law allows on sponsoring be sure, but neither the manufacturers, neither the dystributors of the beer can’t differently inform one’s customers about this than through the television exposition of the sponsors name, the application of the name in the radio, show of the freight sign on ticket, invitation, poster or informative board.
Except limitations the relating contents of money transfer, the law restricts the technical possibilities of the exposition of advertisements strongly. Television, radio, cinema Spoty and advertisements at theatres can be emitted only in between 23.00 and 6.00 in the morning. One can’t place advertisements on the covers of journals and periodicals, in youth and dziecięcych writings and “on the cassettes of the video and different carriers”. The creator of the law acting the principle: as the least outdoor, they forbid the advertisements of the beer “on poles, boards and different solid and movable surfaces used to the advertisement”.
2002 on the television, radio, press and cinema advertisement the breweries gave in total according to given Expert Monitor since the January till the August 246 million 315 tys. of the zloty . The Group Żywiec belonged to the largest advert, belonging to Heineken Group (Żywiec, EB, Warka, Specjal, Heineken, Gold Pheasant, Tatra, Leżajsk, Hevelius), which 90 million of the zloty intended on this almost. Beer Company (63 million 442 tys. of the zloty) gave somewhat less and concern Carlsberg Okocim (43 million 118 tys. of the zloty), which will turn on to his offer of the mark soon the Boatswain, Castellan and Piast. These three concerns managed to get the part above 70% in the beer market.
The Warka which since the January till the August gave on the advertisement above 51 million of the zloty, Okocim (above 43 million)belonged Tyskie ( above 30 million)to the most active marks in 2003, the Lech (above 24 million), Żywiec (above 23 million), Royal (above 17 million) and EB (above 14 million). The television advertisement absorbed from these money the most. According to given AGB, from the beginning of year till the moment of the entry of the law, it was given on her above 241 million of the zloty.
Because of legal, the proportions of budgets designed at the individual media will have the change to undergo. - Direct marketing probably won’t use on this, because the beer is the so mass product, that hard to represent effective cost to oneself mailing to all consumers - he speaks James Benke, manager the general house of media the Old men who operates the Piwowarska Company (Lech, Tyskie and Redd’s). - BTL almost will use probably in figure of e.g. small forms of promotion in the places of the purchase on new. The press can also wait larger influences, but not on the very large scale, because attainment to men through this medium is very dear. Typical beer bibbers as a rule don’t read newspapers, and the colourful press in the Poland has the decidedly feminine character and the ranges of store-houses for men are very low.