Despite the war in Ukraine, businesses continue to operate actively and help the economy. However, today, in order to attract the attention of potential customers and increase sales, cases of speculation on the war have become more frequent. Here's how "patriotic" marketing is currently regulated

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"Chornobaivka" melon, "Azovstal" radishes, "Armed Forces" sausage, "Bucha" kombucha, and "Heroes Don't Die" beer - soon, such "patriotic" marketing may face entrepreneurs with hefty fines. The Verkhovna Rada of Ukraine has registered a draft law aimed at stopping speculation on military and patriotic themes for profit.

Read more about how Ukrainian brands continue to hype the war and what penalties are envisaged for this in the article below.

Speculation on the war. What is known?

Since the beginning of Russia's full-scale military invasion of Ukraine, many brands, from food producers to beauty service providers, have started using patriotic slogans, military abbreviations and terms, names of hero cities, etc. in their product names and service advertisements.

This is how souvenirs and clothing with images of war symbols began to appear, followed by vodka "Ghost of Kyiv," "Armed Crackers of Ukraine," and calls to "do laser hair removal to strengthen the army." 

Draft law No. 9128 proposes to limit the use of patriotic and military themes in trademark registration and advertising at the legislative level. In particular, the authors of the document propose to ban advertising and registration of trademarks that contain the names of weapons and military equipment, reproduce the names of the Armed Forces units and settlements or areas affected by hostilities, etc. 

In addition, it is planned to ban advertising that mentions the names of military and civilians who participated in the defense of Ukraine.

Is "patriotic" marketing currently regulated?

The draft law has not yet been adopted by the Verkhovna Rada, but the Law of Ukraine "On Advertising" is currently in force in Ukraine, which prohibits:

- place advertising that may harm individuals, the state or society;

- to use or imitate the images of the State Emblem of Ukraine, the State Flag of Ukraine, the sound of the State Anthem of Ukraine;

- to place an image of an individual or use his/her name without the written consent of this person;

- use images of real or toy weapons, explosive devices.

In addition, under the Law of Ukraine "On Protection of Rights to Trademarks for Goods and Services", legal protection is granted to a trademark that does not contradict public order, generally recognized principles of morality and the requirements of Ukrainian law. 

Complaints about inappropriate marketing can be filed with the Ukrainian National Office of Intellectual Property and Innovations and the State Service of Ukraine on Food Safety and Consumer Protection.

We remind you! Earlier, we wrote that vacation prices in the temporarily occupied Crimea have plummeted before the tourist season, as russians are in no hurry to travel to the peninsula amid information about a Ukrainian counteroffensive. To find out how russians are lured to Crimea, follow the link.

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