El Hormiguero concluded its latest season with strong viewership, yet raised concerns among watchdogs. The show, aired on Antena 3, drew scrutiny from FACUA, a consumer association, which challenged the production company behind Pablo Motos over a moment during a guest interview. The incident occurred during a segment with the artist Maluma, where the host and the guest discussed a mezcal named Contraluz, of which the artist is a partner. The moment was shown in close view on the studio desk screen for several minutes as the dialogue unfolded. FACUA notes that the mezcal contains 36% alcohol and was presented on a prime-time entertainment program that reaches broad audiences, including younger viewers. The organization contends that the on-air portrayal created a risk by normalizing alcohol consumption among impressionable audiences and potentially conveying problematic messages about drinking to young viewers.
In their assessment of the broadcast, FACUA emphasizes that the prolonged on-screen focus on the mezcal and the casual tone surrounding its promotion could have a harmful impact on youth education regarding alcohol. The consumer group underscores the need for broadcasters to be mindful of how products with significant alcohol content are integrated into entertainment formats, particularly when the audience may include minors. FACUA asserts that certain on-air moments can influence perceptions about drinking and, in turn, shape attitudes among young people who are watching the program.
Accordingly, FACUA has urged the National Markets and Competition Commission to review the events that unfolded during the broadcast and to evaluate potential sanctions against the production company 7 y Acción SL for the promotion of Contraluz mezcal during the program. The association argues that the advertisement-like exposure within a family-friendly timeslot warrants scrutiny and appropriate regulatory action.
Observers note that these discussions come at a time when media outlets face heightened attention on how sponsorships, product placements, and endorsements are presented to audiences. Proposals for stricter guidelines aim to prevent promotional content for alcoholic beverages from appearing in contexts that might connect with younger viewers or undermine responsible advertising standards. The case highlights ongoing debates about how entertainment programming should balance engaging content with consumer protection in a digital era where audiences increasingly consume content across multiple platforms. The outcome of the CNMC review could set precedent for future broadcasts and shape how program producers approach collaborations with brands and talent.
Ultimately, the episode underscores the broader conversation about media responsibility, marketing ethics, and the role of regulatory bodies in safeguarding public welfare while preserving the integrity of entertainment programming. The implications extend beyond a single broadcast, prompting networks to reassess on-air promotions and the potential influence of celebrity partnerships on audience perceptions of alcohol. As regulatory bodies consider the appropriate steps, broadcasters and advertisers are reminded to align their practices with established guidelines that prioritize safety, transparency, and the best interests of viewers across Canada and the United States.
Join BİLGİ WhatsApp channel
With these developments in mind, FACUA continues to advocate for clear guidelines and accountability in broadcasts featuring alcohol-related content, encouraging regulators to examine the balance between entertainment value and public health considerations. The ongoing discussion reflects a shared responsibility among producers, networks, and regulators to ensure that media content reflects societal standards and protects vulnerable audiences from potentially harmful messaging.