MLM industry representatives discussed the expansion and whitewashing of network business in the EAEU

In October, Minsk hosted the XIII International Forum "Anti-Counterfeiting—2025", which included a session on network business - "The evolution of MLM: from dubious schemes to bona fide business."

For the first time, the organizers of the forum presented the issues of MLM business (multilevel marketing or network marketing) in a separate session, along with such significant industries as, for example, pharmaceutical and agricultural. The session participants emphasized the scale of network business in the countries of the Eurasian Economic Union (EAEU). According to leading companies, the annual turnover of the network business in Russia already exceeds 300 billion rubles.

Among the issues discussed during the event was the effective regulation of the MLM industry in the EAEU in terms of whitewashing the economy, combating counterfeiting and counterfeiting, as well as the possibility of scaling the network business in the countries of the Union.

"The regulatory process should lead to whitewashing and getting rid of players who abuse direct product sales, who do not have an evidence base or build their work like financial pyramids. Therefore, large bona fide players themselves are interested in working honestly in our market and not creating additional risks for themselves," said Yaroslav Samylin, State Duma deputy, member of the Duma Committee on Industry and Trade.

The session participants noted that the industry has significantly transformed compared to the period of the 90s and even 2000s, when the network business earned a mixed reputation. Today, there is a trend towards working with high-quality products and unique developments that can bring real benefits.

In addition, successful cases of companies that have changed industry standards were presented at the session. For example, Olga Milovanova, marketing director of one of the largest Russian MLM companies, NL International, emphasized that the company is already one of the ten largest taxpayers in the Novosibirsk Region in terms of payments to the federal budget, and new products are being developed by NL's own R&D Laboratory, a resident of the Biotechnopark in the Koltsovo science city.

"The only thing that distinguishes us from a classic manufacturing company is the way our products are distributed," Milovanova said, stressing that all relations with business partners involved in product promotion are transparent and comply with Russian law.

The company is also actively involved in the implementation of national programs. Among them is a roadmap for the health of the nation within the framework of a strategic partnership with the Union of Organizations and Specialists in the field of health management "Health of the Healthy". In addition, NL cooperates with the BRICS Health Coalition and other public organizations.

According to Olga Milovanova, NL sees the further development of the industry in the joint work of major market players with the government and public organizations. In particular, NL is ready to transfer the accumulated experience of successful implementation of social and charitable projects to partners in the countries of the Eurasian Economic Union, focusing on the direction of health care and personalized nutrition. The top manager noted that in case of scaling to other EAEU countries, NL is ready to adapt its business and products to local conditions.

She also stressed that it is important to consider the partnership with the MLM company as a source of additional income for the population, the development of referral marketing helps to increase the income level of citizens, improves the financial situation of many families and does not require additional financial investments.

Among the areas where interaction between MLM business and the state is particularly important, the session participants also mentioned the fight against counterfeiting and the need to create a transparent system for monitoring the activities of marketplaces to prevent the spread of low-quality products.

The moderator of the MLM session, MP Artyom Kiryanov, recalled that the format of collecting bona fide taxpayers from among MLM companies is already being implemented within the framework of a special MLM Committee established in May 2025 on the basis of the international Anti-Counterfeit Association. The purpose of the committee is to promote the whitewashing of MLM business as a full—fledged branch of the Russian economy and to represent the interests of MLM business in dialogue with government authorities of the Russian Federation. Leading market players such as NL and Avon and others actively supported the desire to whitewash the industry by immediately joining the committee's activities.

"The state should be an insurance mechanism — to ensure the security of transactions, transparency of business and support for entrepreneurs. Today, client—centricity and human—centricity are already the responsibility of the authorities, and not just a trend," the parliamentarian believes.