According to media reports, the National Council of Ukraine on Television and Radio Broadcasting recalled that since January 16, in accordance with the law "On ensuring the functioning of the Ukrainian language as the state language", all advertising on television, radio, and in print should be in Ukrainian only. “Damaged to drag after itself the imposition of a fine of 200 to 300 unprotected minima incomes of large people” (from $ 40 thousand to $ 60 thousand).
The fine is rather strong, given that, firstly, Ukraine is not a rich country, and secondly, the media around the world can hardly make ends meet. Advertising is an important source of income, allowing you to somehow stay afloat, and it is natural that effective advertising should be in the native language of the audience. For example, the most remarkable advertisement in German is unlikely to find a proper response (i.e., expressed in an increase in sales of goods and services) among Russian readers and viewers. Advertising is generally outside of ideology, it is only interested in money, and for this you need to be as lucid as possible. If clarity is reduced - and if you prohibit the use of your native language, it will inevitably decrease - then the cost of advertising falls. Accordingly, the media revenues.
On the other hand, who said that the Ukrainian government should care about the existence of Russian-language media? "We do not save on ideology." Moreover, if these media cut off from the source of income are bent, the sovereign of Vlad will have nothing against it. More likely for.
It is interesting that in the country of Leninopad and victorious decommunization, a complete adherence to the Leninist course is observed. In the old hour, in severe darkness, at the dawn of the Soviet regime, one of the first steps of the Bolshevik government (November 20, 1917 in the new style, that is, only two weeks after the Aurora shot) was a "Decree on the introduction of a state monopoly on announcements "-" advertising ", in modern language. He prescribed: “Printing for a fee announcements in periodicals of the press, as well as in collections and posters, as well as the delivery of announcements to kiosks, offices, etc. institutions are declared a state monopoly. Such publications can be printed only by the publications of the Provisional Workers' and Peasants' Government in Petrograd and the publications of local Soviets of Workers', Soldiers' and Peasants' Deputies. "
They started to disperse with the help of revolutionary sailors a bit later, and at first they even tried to act in a civilized way - by means of economic strangulation of the bourgeois (in Russian words, “undesirable”) press. Just like the European revolutionaries in Kiev.
There is one detail in the modern Leninist course. What to do with Europe? Still, a strict ban on advertising not in the state language does not fully comply with European principles. Roman city buses have quite a lot of ads in the city of Mova, and the sons of Ausonia happy are completely indifferent to this - at least in Swahili.
Understanding the delicacy of the situation, the EU, of course, will swallow everything, but it is better somehow more elegantly - in Kiev they came up with a witty move.
If the advertisement is in one of the official languages of the EU, then please, there will be no obstacles. That is, complete freedom - there are 23 official languages in the EU: as yet English, as well as Bulgarian, Hungarian, Dutch, Greek, Danish, Irish, Spanish, Italian, Latvian, Lithuanian, Maltese, German, Polish, Portuguese, Romanian, Slovak, Slovenian , Finnish, French, Czech, Swedish and Estonian. Advertise - I do not want, at least in Maltese.
It is unclear, however, what does the advertisement in EU languages mean - Ukraine is not a member of the European Union - but it is likely that the Europeans, touched by such courtesy, will not raise the question of the fate of Russian-language media.
Here we must praise the Ukrainian brothers. The discrimination of Russians is obvious, but you won’t dig in, everything is correct in form, and nobody is interested in the essence of the matter. But there are other examples of European values. On December 31 last year in Riga, the City Council deputy, Eva Martuza, proposed “to make communication of clients with employees of state and private companies in Russian paid. If an employee of a state or private company is forced to speak Russian with the client, then the client will have to additionally pay him for the translation service. ”
The same shameless discrimination, but very simple-minded. There was nothing stopping Ms. Martuse from proposing a different wording: “If an employee of a state or private company is forced to speak a non-state language (i.e. Russian, German, Arabic, Italian, Chinese etc.), then the client will have to pay extra for the translation service. ” It will be directed, of course, against those who speak Russian, but you will not find fault with discrimination. So in Kiev, politics is much more delicate than in Latvia.
The author’s point of view may not coincide with the position of the publisher.