On June 12, 2026, the Media Council for Self-Regulation received a complaint from Mr. Volkan Gursoj about an advertising billboard for "Vivax" air conditioners placed in the area of Podgorica.
The complainant believes that the advertisement is inappropriate for a public space, because it uses a sexualized photo of a woman who, in his opinion, has no connection with the advertised product, and is exposed to the view of citizens, including children and minors. He assessed that this violates the standards of decent and responsible advertising and requested that the competent institutions examine the compliance of the advertisement with advertising regulations and rules, and take appropriate measures.
MSS Executive Secretary, Ranko Vujović, informed the complainant that the Council was not an authority for this type of complaints, since advertising billboards do not belong to the media content referred to by the Code of Journalists. The complainant was informed that the Municipal Police is responsible for billboards.
