Наталя ХандусенкоHot News
6 August 2026, 12:02
2026-08-06
"Currently, "Trukha" is not included in our current media plans": "Citrus" and "Yabko" refuse to advertise in "Trukha" following ATB
When the ATB-Market network refused to advertise in the Trukha Telegram channels, the dev.ua editorial team decided to check who else from Ukrainian businesses continues to cooperate with this resource. After analyzing the publications for almost two months, the journalists found advertisements for such companies as Epicenter, Rozetka, Yabko, Kernel, Antoshka, LIMO, Bukovel, and Prostor. Some on the list have already opted out of advertising in these Telegram channels. In addition, on the day of publication, Foxtrot also announced its decision to stop working with «Trukha».
When the ATB-Market network refused to advertise in the Trukha Telegram channels, the dev.ua editorial team decided to check who else from Ukrainian businesses continues to cooperate with this resource. After analyzing the publications for almost two months, the journalists found advertisements for such companies as Epicenter, Rozetka, Yabko, Kernel, Antoshka, LIMO, Bukovel, and Prostor. Some on the list have already opted out of advertising in these Telegram channels. In addition, on the day of publication, Foxtrot also announced its decision to stop working with «Trukha».
Recall that last week , the ATB-Market network refused to advertise on the Trukha Telegram channel and moved advertising activity to other platforms due to the public reaction that erupted after the incident with Mikhail Fedorov. Earlier, the former Minister of Defense announced the start of a targeted information campaign against him by Trukha after the change of owner of the network, and volunteer Serhiy Sternenko called for a boycott of ATB due to cooperation with this resource. In June, the new owner of the Trukha Telegram channel network was probably Kharkiv crypto entrepreneur Mykola Udyansky .
Reference
The Trukha Telegram channel network is one of the largest in the Ukrainian messenger segment. According to journalistic investigations, this network includes over 60 channels with a combined audience of millions of subscribers.
The network covers almost all major cities and regions of Ukraine: Trukha Kharkiv (historically the network’s primary channel), Trukha Kyiv / Kievsky Dvizh, Trukha Dnipro and others.
In addition, the network has thematic areas: for example, Trukha Zhest 18+, Tru Ha-Ha (humor and memes), Trukha Sport, etc.
The editorial team of dev.ua specifically monitored Trukha Ukraine, which is the flagship channel of the network with over 3 million subscribers. In addition to the above-mentioned companies, two universities placed advertisements: Pylyp Orlyk University and Kyiv University of Culture.
According to Forbes Ukraine, the cost of one advertising post in the main channel is 82,000 UAH, while in regional resources, the price grid ranges from 650 UAH to 16,000 UAH.
After monitoring, the editorial team asked for comments from Epicenter, Rozetka, Yabko, Kernel, Antoshka, LIMO, Bukovel, and Prostor to find out whether they will continue their advertising cooperation with Trukha or whether they plan to reconsider this decision.
At the time of publication, only Yabko and Citrus had provided responses.
«Citrus»
Currently, Trukha is not included in our current media plans: we are currently testing other channels to reach different audience segments.
The press service of the online gadget and accessories store «Citrus» responded: «We regularly review the list of advertising platforms, assessing not only their effectiveness, but also their compliance with brand values and possible reputational risks. Currently, „Trukha“ is not included in our current media plans: we are currently testing other channels to reach different audience segments. Further advertising placement will be approved by the marketing team, taking into account these and other factors.»
«Yabko»
Currently, the Yabko network does not plan to place advertisements on this media resource.
The press service of the Apple electronics and appliances store «Yabko» commented: ««Yabko»» is a large network with over 130 stores in 49 cities. Therefore, it is important for us not only to choose effective communication channels, but also to understand the context in which the brand appears. We make decisions on cooperation with the media taking into account communication goals, audience characteristics, site effectiveness, reputational factors, and current circumstances. Currently, the «Yabko» network does not plan to place advertisements on this media resource.»
The editorial team will supplement the text as comments from other companies are received.
UPD as of 07.08.2026: Position of Foxtrot added
As the company reported on the evening of August 6, it had a pre-planned ad campaign on the «Trukha» Telegram channel through its contractors.
«Taking into account the feedback received and the public outcry surrounding this situation, the company decided to terminate cooperation with this channel network. No further ad placements will be carried out,» the statement said.
