The focal point of the article is the practice of using Yugoslav World War II memorials as scenery in music videos and fashion campaigns, as well as the controversies it raised in the social media in the past few months. Whereas some perceive it as commodification, fetishization and desecration, and regard it as abuse of such heritage in general, others support this form of using cultural resources and claim that it offers a new stage in the life of the memorials which had been destroyed or marginalized for more than a decade. The main issue arising from the ongoing dispute is that the boundary between acceptable and unacceptable mode of using the Yugoslav memorial heritage must be determined, extending onto the question of which authority should set these boundaries. In order to suggest a possible solution for overcoming the conflict, we have considered the causes for the increased interest in the memorial heritage of the former Yugoslavia and the issue of the conflict itself. Drawing on the distinct theories of heritage, commodification and cultural management, we advocate for a constructive critical dialogue that would include all the interested groups. In addition, the very opening of this dialogue would enable revaluation of the Yugoslav memorial heritage and hopefully prevent intensification of its abuse.