Azovstal is not radish. Is it worth banning the exploitation in advertising symbols of war

During the war, the Ukrainians became interested in patriotic symbolism. But for some reason, the Azovstal bracelet does not raise questions, but the seeds of radishes "Azovstal" are perceived quite ambiguous. Focus has learned whether Ukraine could prohibit the symbolism of war in the names of goods.

Redishes "Azovstal", Bucha-Commok Drink, Cake "Ghost of Kiev", Sausage "Armed Forces" and other examples of use of military topics in branding and advertising have recently caused ambiguous perception in society. Many citizens have caused such creativity to be outraged, and because of this, such marketing techniques in Ukraine can be banned - the Verkhovna Rada has already registered the relevant bill No. 9128.

According to Darius Glushchenko, the speech, the crisis manager, the author of the statement about the inadmissibility of the exploitation of war topics in Ukraine in commercial advertising and marketing, on the basis of which the explanatory note was written to this law, in the mid -March 2022 such goods became unbearable.

The trigger, through which the interlocutor of the focus dared to make the aforementioned statement with the support of the journalist and communications of Zoe Kazani, was the advertising of the seeds of radishes "Azovstal" and Zabachka "The Ghost of Kiev".

"Now, when the name of the Azovstal metcominat is associated with Mariupol's heroic defense, the tragic fates of defenders and residents of the city, including children, the death and torture of captured defenders in Russia and in the occupied territories - to be named after" Azovstal "goods "This is the exploitation of the tragic symbol of war," the interlocutor of the focus explains his reaction.

According to Daria Glushchenko, a further practice of permission to use the theme of war for consumer goods and alcohol will lead Ukrainians to the cult of "connection", as in Russia, where before the Victory Day on May 9 sell condoms with St. Scotchi, which a bottle of vodka is glued to a jar of sweet carbonated drink.

In his indignation, the author of the statement was not alone - it was supported by several hundred signatures of readers, including military, volunteers, elders of villages, all the city council of Bucha, priests, scientists and teachers. And this support inspired the document to the People's Deputies, to the Ukrainian National Intellectual Property Office, the Ministry of Culture, the Professional Associations of Advertisers and Marketers.

The result was the emergence of a bill, which will be discussed in detail. "This bill is relevant and relevant in the sense that its adoption by the legislator makes an attempt to resolve issues that raised significant resonance in society," comments on the adequacy Legislative initiatives do their work, trying to regulate legal relationships that cause public resonance. The dog begins to tail, not the other way around.

" According to Roman Zagorniak, the exploitation of the experience of the war, the director of Averina's communication agency, is a prevalent phenomenon, because now many brands and public opinion leaders abuse the inappropriate and unethical use of marketing and advertising during the war. "Successful those campaigns that unite, awaken a sense of belonging to Ukraine and support society.

As soon as communications go to speculative-military topics, which affects the issues of life and death, is not good. It is inappropriate. Also, when patriotic, at first glance, campaign at first glance , aimed for sale and promotion of goods, that is, a marketing target, " - shares Oles Kucherenko, creative director Bambuk Design Studio.

To this, the focus interlocutor adds cases where brands use state symbols near his product or service, something like a call against the background of the Ukrainian flag: "Make a hair removal to support the country's economy. " According to Kucherenko, it is a cheap advertisement that degrades the value of our symbols and depreciates state attributes. Darya Glushchenko advises to distinguish patriotic creative in mass communications and the operation itself.

"Operation is when consumed goods, what is called FMCG in marketing, sold under the names of tragic events of war, advertised using patriotic slogans, designs on military theme, including using images of military of different troops and dead heroes of war or names of war weapons. And this is done to increase sales and recognition of everyday goods, "Glushchenko explains. According to Darina Kushnir, the directors on strategic and operating issues of Senseit.

Solutions, all unsuccessful examples are an instant response to something, a cheap hip, or, if simple, the desire to earn quickly here and now. Audio advertising is no exception. Irina Metnova, founder of Vandog Agency and Labaantki, gives an example a radio radio pharmaceutical radio, where you can hear the following: "The war on the heart leaves scars. Scars on the body cleanses" Contract ". In a very primitive way - using the game of words and situations and the topic of stability of Ukrainians.

In this case, the products, as a rule, have nothing to do with the topic of war. Like the drug "Kontraktubeks" that helps to overcome stretch marks after pregnancy or keloid scars ", - comments on this case the interlocutor of focus. Alexander Molota reported that since the beginning of Russian aggression by Ukrainian applicants have been presented at least:" Bairers "," Armed Forces "," Armed Forces " "And other tokens related to military-patriotic topics, now everyone is on hearing.

We all seek to help the front, so when we see in the institution a dish" Ukrainian Baracar ", at a subconscious level we order it, and that is not bad If this really comes charitable assistance from each ordered portion, because then the Donat and the economy work, " - explains the mechanism of Roman Zagorniak. "Now Ukrainians support the hryvnia of domestic producers in certain categories is much more active than the full -scale Russian invasion.

This can be explained by the fact that many Ukrainian companies regularly arrange sales and actions, the funds from which are transferred for the needs of the Armed Forces and the victims of the population," Says Eugene image, Rozetka Marketing Director. Interestingly, during a full -scale invasion, Ukrainian flags on Rozetka began to buy four times more often. But in the overall correct trend of support of the Ukrainian manufacturer and defender, bends are increasingly common.

The main thing that inspires manufacturers of goods and services to resort to speculation around military-patriotic topics is the effort to stand out and increase sales. And in some places, even good intentions because of the elementary lack of taste and a feeling of tact can not get there.

According to Oleksandr Hamotay, civil society is outraged by the frequent attempts of some businesses to get a spontaneous increase in demand for their goods or services through the use of war symbols, national identity, in particular those related to the full -scale war of Russia against our country. But the trading engine works often despite the negative resonance.

"Even if we talk about cases that most condemned for unethicality, I think there was an audience that has managed to make these brands sales. Because people who coincide in values ​​and worldviews with the authors of these creatures, unfortunately we have enough," - confirms Darina Kushnir. . But then, according to the interlocutor of the focus, when such promotions are publicized, there is a risk of receiving reputational losses.

"The fact that brands are speculating on patriotism and the theme of war should be repelled, and I am sure that some percentage of users does not perceive these hayps. So, the grief-marketers do not reach their goals, I hope,"-said Irina Matnnova. But rather, it is relevant for large and medium -sized businesses, where a really unsuccessful marketing move is publicly public. Moreover, large companies are quite careful in this plane.

For example, Rozetka states that they do not use patriotic or military symbols in advertising, except in cases of promotional goods for the military. "We believe that it is unethical and inappropriate to speculate on this topic when promoting goods or brands," Rozetka commented on. Meanwhile, such blushes are massively born on the knees among small entrepreneurs who are unlikely to attach professionals and work at their local level to create brands and develop a marketing strategy.

"Small businesses are most exploited by military topics. It is impossible to track all the kiosks where they sell the Baracar Hot Dog or the eponymous land, but it should stop being a healthy trend at the level of public perception. I think there are other tools to sell more hot dogs Whether beer, without parasitizing on heroism and war, " - concludes Darya Glushchenko. "Bill No. 9128 is not against patriotic symbolism in advertising.

He is against the use of tragic, dramatic events of war, specific cities, battles, names of the Armed Forces, weapons and official congratulations TM. There is only this specific list of prohibitions, " - explains Darya Glushchenko.

According to Ruslan Sadovyi, the head of the legal department of LK Sense IT Development, the issue of violation of such legislation will be resolved in court in accordance with the current Law "On Advertising", and state bodies specified in the law may apply to court with claims for prohibition of relevant advertising and its advertising. Public refutation. Also, according to Sadovy, the respective penalties for violation of the law may result.

According to Darius Glushchenko, violators of the advertising law is the State Consumer Service, which can impose penalties, and trademarks are the powers of the "Ukrainian National Intellectual Property Office and Innovation" (Ukrnaov). "Both authorities have made public statements and offered their official contacts for complaints about military topics.

Ruslan Sadovyi points out that the bill applies only to TMs, which were registered after the date of the full -scale invasion of Russia in Ukraine, that is, after February 24, 2022. Therefore, sanctions do not threaten brands that, for example, before the full -scale war, used the names of specific cities, which are now associated with heroic or tragic events. Experts interviewed evaluate the initiative as a whole, but with some remarks. "Bill No.

9128 is quite relevant and appropriate, since the number of inadequate, trivial and unsuccessful creatives is increasing every day. But a clear algorithm should be determined and what is not. Therefore, Didzhital specialists need to be attracted to improve this bill," - Roman Zagorniak comments.

As Oleksandr Molota notes, the simplest solution that lies on the surface is to ban everything, but whether this bill is really in the form in which it exists now, it will solve the task - the issue is debatable. "If we talk about the relevance and relevance of the initiative by the legislator, my opinion is such that this initiative is appropriate and relevant. Whether it is appropriate and relevant is the form of its implementation in the form of a bill: probably not, - continues hammer.

- It was much more effective B creation of a working group that would analyze the general rules that can be used in the current legislation to counteract such phenomena, has formed practical recommendations for their use and, most importantly, publicly competently competently competently.

" According to Darius Glushchenko, even the emergence and discussion of such a document, and even more so - the prospect of adopting it - already have a disciplinary effect: the transformation of war to consumerism is condemned, and this will promote more civilized work with military topics in PR communities and marketers.

In turn, Oles Kucherenko believes that in addition to adopting such a bill, it is especially important to teach the market, to explain why it should not be speculated on patriotic symbolism, so that this is regulated not only by law, but, above all, people voted in their wallet and negative feedback. But raising good taste and tact on the country, apparently, takes a long time. "The use of patriotic and warring in promotional companies is appropriate when it does not look like frank speculation.

And brands, as well as people, it is important to feel the line between speculation and marketing. Professional ethics-this is what communicators, designers, marketers, marketers should be guided by communicators. Copywriters and other specialists from the Digital sphere when creating creatures, "-notes Roman Zagorniak.

In the example of successful patriotic promotional companies, the interlocutor of Focus gives all the projects from the presidential icony United24 - SOVA jewelry house with the Bracelet "Azovstal", "Artmsil" together with Silpo. "It is worth mentioning the projection of the patriotic direction of Ukrposhta, which has released limited stamps. It has a positive impact on the brand perception and became an example of a successful situation.

And I like how some designers work with the situation with the situation, which lead the chronicles of war in illustrations, which then reproduce prints. accessories, " - says Darina Kushnir. The focus interlocutor also mentions the branding of the Ministry of Defense, which was made for the first time, prescribed rules and created a brandbook.

According to Irina Matnova, concepts, phenomena, narratives and memes that war has brought us, such as "Bucha", "Azovstal", "Russian Military Ship, Go on ** And", should belong to the Ukrainian people, not the commercial sector or sector or sector to individual entrepreneurs. "In this context, UkrPoshta, which has released legendary stamps, is a state -owned enterprise of strategic import The course, " - adds Matnnova.

Whether the new law interferes with its adoption, a quality patriotic creative, which is used for humanitarian purposes and promotes the provision of assistance to Ukraine, the issue is open, and the opinions of the experts interviewed by the focus were divided. "The adoption of the bill will not lead to a significant complication or reduction of assistance from charitable formations and international initiatives," Ruslan Sadovye concludes. and slogans.

" But Oleksandr Molota warns that the literal interpretation of the provisions of the bill may have complications, because the prohibitions given in the document do not contain any exceptions to the subject of such advertising, the purpose of its placement, other criteria, which could be determined by its admissibility.