Ólafur Ragnar calls EU slogan an advertising trick

Former Icelandic President Ólafur Ragnar Grímsson has criticised the slogan “Yes to see” used by supporters of applying for European Union membership, calling it a clever advertising device without substantive content. He made the comments in an interview with mbl.is’s Spursmál programme.

Ólafur Ragnar said there was a significant difference between the arguments put forward by the Áfram Ísland movement and those advocating an application for membership. While Áfram Ísland had presented people with knowledge and experience to discuss possible membership, he said supporters of an application were relying on slogans and advertising tactics.

“It has no substantive content”

He said the slogan “Yes to see” was clever from a marketing perspective but did not withstand closer examination.

“They have somehow, both the group of ministers and, even more so, this See movement, become so captivated by this slogan trick, ‘Yes to see’, which is a clever trick, quite right. It is a clever advertising trick, but it has no substantive content because there is nothing to see. Everything is already on the table,” Ólafur Ragnar said.

He also criticised the development of the debate surrounding the planned referendum, saying there had been little or no discussion of the treaties underlying the European Union. He specifically mentioned the Treaty of Lisbon and the Maastricht Treaty, and said it was strange that ministers and other leaders had not addressed them substantively.

He also said there had been little discussion of other countries’ experience with the European Union’s common fisheries policy.

Criticism of using actors

Ólafur Ragnar contrasted this with the approach taken by Áfram Ísland, which had presented people from different backgrounds to discuss substantive issues related to membership, including leaders of workers, entrepreneurs and representatives of farmers.

He particularly criticised the use of actors to present views in videos, saying that approach did not fit the importance of the decision facing the public.

“A referendum is the highest form of democracy. The success of such an undertaking must be based on substantive debate, not merely on hiring actors to deliver slogans in a variety of entertaining videos,” Ólafur Ragnar said.

He said he had great respect for actors and Icelandic theatre, but nevertheless described the development of the debate as sad.

“Then some actors were simply hired to perform this role,” he said.