When men go to pee in a public toilet they spend a minute gazing at the wall in front of them, in what many advertisers have seized upon as an opportunity to display posters of their products above the stinking urinals.

But in terms of framing, you’d better ask yourself: Is this really what I want my brand to be associated with?

You might well think twice if you were selling ice cream or toothpaste, so what if your poster was Ursula von der Leyen’s face selling EU values?

Because that’s the kind of environment in which the European Commission president, other top EU officials, and national EU leaders are posting their images and comments every day when they use X to communicate with press and the EU public.

Even the toilet analogy is too kind.