RTVE fined €307,300 for hidden advertising on MasterChef

Spain’s competition regulator, the Comisión Nacional de los Mercados y la Competencia (CNMC), has imposed a €307,300 fine on public broadcaster RTVE for concealed advertising in the cooking show MasterChef. The regulator found that the programme promoted alcoholic drinks during a time slot where such advertising is prohibited and failed to display the mandatory “publicidad” overlay, breaching audiovisual rules. The decision also cited repeated product placements – books, apps, camps and other MasterChef‑branded items – without clear commercial labeling.

The sanction follows two earlier infractions: a €125,581 fine in 2022 for similar hidden advertising and a series of earlier warnings. RTVE has not issued a public response. The show’s executive producer is Macarena Rey, CEO of Shine Iberia, who has overseen the format’s success in Spain and Portugal.