The FAS opened a case against Morgenstern and Alfa Bank because of the “Clip for 10 Lyams.” Among the complaints about the video is the “indecent” image of bank employees • Meduza • RIMA

The FAS opened a case against Morgenstern and Alfa Bank because of the “Clip for 10 Lyams.” Among the complaints about the video is the “indecent” image of bank employees

The Federal Antimonopoly Service (FAS) opened a case on the grounds of violation of the law on advertising due to an advertising clip that rapper Morgenstern shot for Alfa-Bank. This is stated in the FAS definition of February 20, which drew the attention of RBC.

A video titled "Clip for 10 lyams" was posted on Morgenstern's YouTube channel on November 27. As of this writing, it has over 20 million views.

The FAS has a number of complaints about the clip. Here are some of them:

Morgenstern drinks alcohol;
The clip uses the statement "The best bank in the country", but does not indicate the criteria for comparison, on the basis of which it is concluded that Alfa-Bank is superior to other banks;
The image of Alfa-Bank employees created in the video contradicts reality, “looks defiant and obscene, since the neckline of the shirts is too frank and underwear is visible through it”;
In the clip, Morgenstern uses the breasts of one of the women playing the role of bank employees to simulate paying with a bank card, which, according to the FAS, identifies the woman with the object;
The rapper in the video shows the audience an obscene gesture - the middle finger.

The hearing in the case has been scheduled for March 25. Until March 19, Alfa-Bank and Morgenstern are required to provide the FAS with written explanations "on the merits of the claims."

Alfa-Bank told RBC that they do not consider Morgenstern's clip an advertisement and do not see any violations in it. “This is the opinion of a blogger, his own content,” said Alexei Giyazov, director of marketing and communications at Alfa Bank. He added that the bank would challenge the decision of the FAS if the agency nevertheless considers that “integration into the content of a blogger” violates the law on advertising.

Morgenstern has not yet commented on the actions of the FAS.

Giyazov also noted that from a business point of view, the project with Morgenstern showed high efficiency. “We received more than 25,000 applications from new clients, while old clients did not leave us, despite some comments on social networks,” he explained.

RBC