Russian Organic FOOD STORE Does An Inclusive Commercial For LGBT }}Lasted Less Than A Wk
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Russian organic food retailer VkusVill has featured an LGBT family in its new promotional material this week, defying the country’s law against “gay propaganda toward minors.”
As part of a series of health-conscious families, VkusVill spotlights a “matriarch” Yuma, her partner Zhenya and two daughters Mila and Alina, who practice ethical veganism, support fair trade and provide shelter to LGBT people struggling to find acceptance in their own families.
“We believe not featuring the families of our real customers would be hypocritical,” VkusVill said, warning readers to “weigh all the pros and cons” before continuing further.
The popular retail chain marked its June 30 promotional piece with an “18+” label to comply with the anti-LGBT propaganda law.
“Family is blood ties or a stamp in a passport. Let’s rethink this. In the 21st century, it’s primarily people who love us, those who will always shield us, people with whom we go through life together,” the promotion says.
Law enforcement authorities, who usually file misdemeanor charges against violators — the most recent of which were the authors of a Dolce & Gabbana Instagram ad showing kissing same-sex couples — have not yet commented on VkusVill’s publication.
Notorious anti-gay St. Petersburg lawmaker Vitaly Milonov took to social media to condemn the “pagan” ad.
Other social media users — which the MBKh Media news website reportedswarmed VkusVill’s social media after a notorious anti-LGBT hate group reposted the article — posted threats against the chain.
Western countries and human rights activists have criticized Russia’s 2013 “gay propaganda” law as well as 2020 constitutional changes that contain a clause defining marriage as between a man and a woman only.
Russian organic grocer VkusVill has pulled its promotional material featuring an LGBT family and replaced it with an apology less than a week after posting it. Social media users reportedly swarmed VkusVill’s and the same-sex family’s accounts with death threats after their story ran Wednesday as part of a series spotlighting the retail chain’s regular customers. By Sunday, the advertising article’s URL contained a contrite message signed by VkusVill's founder Andrei Krivenko and senior executives.
The retail chain’s decision to take down the original ad was met by outrage among social media users who championed its defiance of Russia’s law against “gay propaganda” that effectively makes public displays of LGBT-related content illegal.
“Members of the LGBT+ community have been under pressure from a homophobic society all their lives, and VkusVill couldn't stand it for even a couple of days,” one Russian user tweeted.
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