Since becoming finance minister three years ago, Moshe Kahlon has introduced a series of voter-friendly initiatives, like tax cuts and day care subsidies, with the word “net” in the name.
There have been Net Family, Net Industry and Net Discounts. They were used by Kulanu, the party that Kahlon heads, in the 2015 election campaign, and the Finance Ministry has since used them in publicity campaigns.
That’s going to stop, the government said Tuesday.
“The Finance Ministry undertaken from now not to use the term ‘net’ for any of the ministry’s future programs. The same rule will apply to all publications produced by the ministry,” Udi Eitan of the State Prosecutor’s Office said.
The promise came as the state sought to head off a petition by lawyers Shahar Ben-Meir and Oded Kramer to the High Court of Justice seeking an order for Kahlon to cease using the term “net” in treasury programs.
Kulanu was using the “net” slogan in ads from its own funds, but the treasury advertising, which was effective indistinguishable, was paid for by the taxpayers. The government’s undertaking doesn’t apply to the party, which is free to continue using the term.
The term net arose in the 2015 election was devised by adman Udi Friend, signaling that in contrast to the parties of the left and the right, Kulanu would make sure that the net salary of the average Israeli would go up. Kulanu dropped the slogan after the election, but revived it in April 2017 when Kahlon launched the Net Family program.
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