Procter & Gamble has ended its advertising relationship with Georgian TV channel Imedi TV, which is listed on the UK sanctions list for spreading Russian state propaganda. The decision followed an internal investigation into the channel's ties to Russia's invasion of Ukraine.
The decision by Procter & Gamble to cut ties with Imedi TV highlights the increasing scrutiny global companies face regarding their advertising practices and potential association with entities spreading disinformation, particularly in the context of geopolitical conflicts.
Procter & Gamble has ended its advertising relationship with the Georgian TV channel Imedi TV, which has been sanctioned by the UK government for spreading Russian state propaganda. The consumer goods giant, known for brands like Pampers and Gillette, continued to advertise with Imedi TV even after it was flagged on the UK sanctions list in February.
An internal investigation led by John Brandon, senior director and head of P&G’s European ethics and compliance office, resulted in the company cancelling its business with the media company on Monday. This move follows similar actions by other global brands, including Nestle, which also launched a probe and subsequently cut ties with the channel.
Imedi TV, founded in 2003, is described by the UK's Foreign, Commonwealth and Development Office as disseminating "deliberately misleading information concerning Russia’s full-scale invasion of Ukraine." The channel has reportedly spread content suggesting that the Ukrainian Government and President Zelensky are illegitimate, Ukraine is a "puppet" of the West, and that Ukraine and the West are seeking to destabilise Georgia.
Procter & Gamble has faced criticism regarding its operations in Russia since the start of the war in Ukraine. In February 2023, Ukraine's National Agency for Corruption Prevention named the company as an "international sponsor of war," despite P&G having scaled back its operations, including halting new capital investments and suspending media, advertising, and promotional activities in Russia.
A spokesperson for Procter & Gamble stated that the company follows the law in every market and takes a rigorous approach to sanctions compliance. They confirmed that P&G has not breached the UK sanctions regime but has voluntarily adjusted its approach and paused advertising from Imedi TV in Georgia.