Erste Bank defends controversial loan advertisement featuring children

Erste Bank is facing public criticism over an advertising campaign for entrepreneur loans that features children. Marketing expert Wojtek Kardyś has condemned the campaign, labeling the use of children as a ‘persuasion tool’ intended to trigger emotional responses in parents and suggesting the bank has ‘failed all ethics classes.’

In response to the backlash, Erste’s Marketing Director, Rafał Jakubowski, defended the creative direction. He stated that the children in the advertisement symbolize the initial spark of entrepreneurship—the curiosity, passion, and courage to act on an idea without hesitation. The bank maintains that the campaign aims to represent the energy required to start a business.

Public reaction on social media has been largely negative, with critics arguing that the advertisement encourages irresponsible debt by using emotional scenarios, such as a parent taking out a loan for a child's toy.