In the 2015 guidelines for the use of the Gosuslug brand, we found a requirement when searching for images for advertising “to avoid images of people of non-Slavic appearance”. The ministry acknowledged that the wording was incorrect and announced plans to draw up a new brand book. This is reported by RBC .
In one of the sections of the instructions, the requirements for photographs are indicated: firstly, they must be “simple and positive”, and secondly, they must not have “people of non-Slavic appearance” on them. In addition, the heroes of the photo “must resemble people living in the territory of the Russian Federation.
“Another point in the brand book prescribes avoiding “comical and anecdote images” of Russian citizens, as well as “overly positive emotions and group fun.”“In the visual images that are broadcast in connection with the Public Services brand, we must focus on our main target audience. At the same time, we consider the wording in the brand book to be incorrect, ”the Ministry of Digital Industry commented on the situation.