Iryna Terekh, head of a Ukrainian arms company that has received contracts worth billions, initiated a marketing campaign launching “Milftech,” a move that quickly escalated into a scandal. The unconventional branding, utilizing the term “milf,” drew widespread criticism and controversy. Details regarding the company's contracts and the motivations behind this unusual marketing strategy remain under scrutiny. The incident raises questions about the appropriateness of marketing tactics within the defense industry, particularly for a company benefiting from significant government contracts in Ukraine. The “Milftech” launch has triggered public debate concerning the image and ethics of Ukrainian arms manufacturers. The company has yet to release an official statement addressing the public backlash.