list of contributors - GALA

ody parts. Even if all intimate parts were covered by body paint, officers
considered that human figure was sensibly exposed.
Comments: Criteria of ONCP (as in most government offices related to advertising) often
shifts according to the person in charge. Even if no major changes have been
in the regulations, the criteria of this office have been swinging according to
the opinion and criteria of the particular officers in charge at a particular
time.
4. Case Report: Taco Bell
Topic: Violence in advertising
Where: Oficina Nacional de Control de Propaganda (ONCP)
When: January 2005
What Happened: ONCP suspended a TV commercial that showed a woman slapping her
partner over a discussion. This office considered that this kind of scenes
promote violent behavior, and is not necessary for the commercial of this
product.
After the commercial was suspended, advertiser agreed with the office and
removed the scene from the commercial.
Comments: Particular sensibilities not taken into account when making a commercial
may affect an ad or even a whole campaign. In this particular case, the
removed scene was not important for the ad. However, had it been a key
element, all the production costs and efforts would have been wasted.
5. Case Report: IMPERIAL BEER PROMOTION
Topic: Alcoholic Beverages – Use of celebrities
Where: Instituto sobre Alcoholismo y Farmacodependencia (IAFA)
When: December 2004
What Happened: Costa Rican regulation on advertising of alcohol forbids the use of famous
people in such a way that may motivate people to emulate them and
therefore consume alcoholic beverages.
This ad is for a promotion made by a beer brand, in which it offered various
prizes, some of them in cash. Part of the ad shows some money as part of the
prizes. However, the ad was questioned by regulators, who considered that
the person pictured in the bill is famous, and therefore the ad was illegal for
including her picture.
The decision was appealed and revoked. However, by the time the case was
decided the promotion was over, and the ad could not be used.
Comments: This is a typical case of regulators going beyond the laws and regulations to
block a campaign that – although legal – is disliked by them. This ad was
clearly not infringing the regulation, but the system worked against the
advertiser and prevented the ad from being used.
6. Proposed
Regulation:
Reform to General Electoral Laws
Topic: Advertising of Political Parties
Where: Asamblea Legislativa
When: February 2005
What Happened: A bill of law was presented to allow political candidates free air time during
election periods. This time would be given up by all TV and Radio stations
and divided equally among all candidates.