Bulgaria Radio Station Fined for English Madonna Advert

US singer Madonna performs during her concert at the Werchter Boutique festival in Werchter, Belgium, 11 July 2009. Photo by EPA/BGNES

Bulgaria's Council for Electronic Media (CEM) has decided to fine Darik Radio for airing a live message from Madonna in English advertising her upcoming concert in Sofia.

According to the Radio and Television Act, all advertisements in foreign languages are forbidden, and so the commission ordered Darik Radio to pay a penalty, the amount of which is expected to be in the range of 2000 to 15 000 leva, 24 Chasa Daily reported.

"Hello Bulgaria! This is Madonna and I can't wait to see you at my show in Sofia on August 29 in the Vasil Levski Stadium. Get Ready!" Madonna said in the 10 second advert.

A spokesperson for Sofia Music Enterprises, the Bulgarian organisers of Madonna's concert, said "this is normal procedure and it is used in all countries. Any time Madonna has a concert in a country, she records a message for her fans, and it is always in English. There is no way that an exception will be made just for us."

Konstantin Vulkov, programme manager of Darik Radio said the station apologised that "Madonna is not proficient in Bulgarian."
CEM spokesperson, Rayna Nikolova, concluded that "the rules are set, everyone in the country should be able to understand all adverts."

 

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