Russia to Reward Ads Promoting Traditional Values
Starting February 1, advertisements with value-based content receive additional advantages in placement without increasing the budget. Media holding MAER has begun implementing the Advertising Standard with traditional values on its communication platforms. The owner and general director of the media holding, Konstantin Mayor, announced a new incentive system for partners.
— We have developed a methodology for implementing the standard and a special incentive system so that advertisers more actively integrate moral guidelines into advertising. Unity of the peoples of Russia, humanism, devotion to the Motherland, a strong family and love for children are the defining values for all of us. By integrating them into advertising creatives, the client will be able to receive a 10% bonus of airtime. Thus, in 2026 we plan to increase the share of content with traditional values in broadcast advertising by 2–3 times — stated Konstantin Mayor.
The standard defines the procedure for integrating into advertising images and information reflecting traditional Russian spiritual and moral values, including a strong family, service to the Fatherland, creative labor, patriotism, civic consciousness, unity of the peoples of Russia, and others. The document is advisory in nature and is applied on a voluntary basis by advertisers wishing to associate their products with traditional Russian spiritual and moral values.
The Advertising Standard with traditional values was developed in 2025 on the instructions of the President of the Russian Federation. The Russian Union of Industrialists and Entrepreneurs, OPORA ROSSII, Delovaya Rossiya, AKAR, RASO, and development institutions such as ASI, IRI, ANO National Priorities, and others participated in the work on the document. The result was approval of the standard by the Russian government and the Presidential Administration.
As the President of the Russian Federation emphasized, summing up the year during a direct line, common traditional values are the foundation of the unity of the multinational Russian people.
State policy on preserving and strengthening traditional values in Russia is implemented in the areas of education and upbringing, youth work, culture, science, interethnic and interreligious relations, mass media and mass communications, and international cooperation.
The foundations of state policy on preserving and strengthening traditional Russian spiritual and moral values are enshrined in Presidential Decree No. 809 of November 9, 2022.
