The list of global companies closing their operations in Russia is getting longer with each passing day as the Ukraine war progresses.
But in addition to regular sanctions, more and more companies want to stop being associated with Russia.
Among those companies is Arla, which announced on Monday that it will temporarily stop selling the film milk product Kefir.
This is because an illustration of the Red Square in Moscow can be seen on the packaging.
"Wrong way to go"
The initiative was met with criticism on Twitter, where both "kefir" and "Arla" trended on Tuesday.
According to media strategist Brit Stakson, Arla's decision is a mistake.
She believes that Arla should instead have stood up because their range includes Russian culture.
- The big problem is if we are not able to distinguish between what Putin and the Kremlin do and the Russian people.
To delete everything Russian, it is the wrong way to go, she says and continues:
- This is not something that hits Putin.
It could rather be that it is picked up by Putin supporters in Sweden and become further proof of how absurd the Western world is that "cancels" a Swedish file due to this Russian connection.
It only verifies their view of how excluded and attacked Russia becomes by the West.
Is the "cancellation" of Russia starting to go too far? Start the video to see more examples of similar decisions and hear Brit Stakson about the consequences.