The «Solid Standard» campaign was found to be in violation of the law banning sexist advertising
The State Service of Ukraine for Food Safety and Consumer Protection has fined Kovalska group of companies« for an advertising campaign with a famous adult film actress Josephine Jackson.
It's about the campaign «Solid Standard», The video was aimed at creatively reminding builders of the rules of concrete maintenance. The video provoked a strong reaction on social media, ranging from jokes to criticism for using sexualised images in commercial advertising.
As a result, the State Service of Ukraine for Food Safety and Consumer Protection received official complaints, and the agency imposed a fine on the company for violating the law prohibiting discriminatory and sexist advertising.
Following the publicity, Forbes Ukraine reported that the editorial board had asked Kovalska's representatives to How the market reacted to the high-profile campaign and whether it has affected the brand's reputation.
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