Ukrposhta, Ukraine's state postal service, is currently under scrutiny for an advertising campaign that many critics feel sexualizes minors. The campaign featured models styled as schoolgirls in what are perceived to be sexualized outfits reminiscent of high school uniforms. The promotional photos were shared on social media and subsequently removed due to the public outcry surrounding them.

This controversy has gained momentum particularly because of its timing—falling just days before Valentine's Day and coinciding with renewed public discussion regarding documented cases of child exploitation linked to the convicted sex offender Jeffrey Epstein. These contextual elements have exacerbated the criticism directed at the postal service, amplifying public sensitivity to the portrayal of minors.

Ukrposhta's CEO, Ihor Smilyanskyi, responded to the backlash by asserting that he was not aware of the images prior to their publication and steadfastly denied that the campaign was part of a coordinated effort to generate such controversy. His comments highlight the complexities of social media advertising and the rapid reactions that can occur when sensitive themes are involved, particularly with minors as the focal point.