In August, a new language law in Ukraine allowed cities and regions to elevate the status of any minority language spoken by at least 10% of their population to “official” alongside Ukrainian. I argue that the law fails to protect genuine linguistic minorities and is likely to further undermine linguistic diversity in certain Ukrainian regions. More important, the law prolongs the vicious circle between Ukraine's lack of democracy and its politicians’ reliance on identity cleavages to gather votes. I argue that the continuing exploitation of identity divides is increasing the popularity of extreme right parties and widening the gap in policy preferences between Ukrainian and Russian speakers. However, the current ethno-regional cleavages do not stand for irreconcilable identity attachments and their impact can be mitigated. The EU could contribute to this outcome by providing expert opinions on minority and language rights; demonstrating a commitment to Ukraine's territorial integrity and independence to de-securitize the minority rights discourse; and increasing individual-level contacts between the EU and Ukraine to promote a broader European identity.