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Lawyer’s Comment: The Implications of Changes in Legislation Banning Sexualisation in Advertising for Business

In September, the Verkhovna Rada has passed a law prohibiting sexism in advertising, which will become effective on 8 January 2022. People’s deputies prohibited demonstrating the advantages of one sex over another in physical, intellectual or social terms, the stereotypical roles of men and women, gender-based violence, and the human body as a sexual object. The prohibition applies to words, sounds and images that suggest sexual intercourse unless they are directly related to the advertised product. Tetiana Andrianova, CEO of Octava Capital, Managing Partner at Nota Group, chairperson of the Committee on Gender Policy of the Ukrainian National Bar Association, coordinator of Women in Security at ASIS Ukraine, told Mind how the new law would operate, what penalties would apply and how it would affect the business