Yuma became an activist for LGBT rights after the Federal Assembly passed its gay propaganda law in June 2013.
[1] She provides psychological assistance to LGBT community from Chechnya who said Russian police tortured them in 2017 and 2018.
Some media reported the first case of support for the LGBT movement in the history of the company.
[2] However, after the material was distributed among ultra-conservative Telegram channels, VkusVill, as well as the families of the women from the ad, began to receive threats, including physical violence.
As a result of public outcry, the company's management removed the ad from their website and social networks and apologized for their mistake.