The MAER presented an advertising standard promoting traditional values

At the meeting of the media Industry commission of the Russian Union of Industrialists and Entrepreneurs (RSPP) on November 11, the standard of advertising with traditionally valuable content, developed at the initiative of the MAER media holding, was presented. It was also proposed to create a self-regulatory organization that would develop specific recommendations for advertisers and monitor the application of the standard.

The idea of developing such a standard was approved by the head of state at the forum "Strong Ideas for a New Age" in 2024. The Russian Union of Industrialists and Entrepreneurs, the Agency for Strategic Initiatives (ASI), the Association of Communication Agencies of Russia (ACAR) and other specialized organizations worked on its creation during the year.

"The developed document has been adopted, the president's order has been fulfilled. The standard defines the procedure for integrating images and information into advertising that reflect traditional Russian spiritual and moral values, including a strong family, service to the Fatherland, creative work, patriotism, citizenship, unity of the peoples of Russia, and others. The document is of a recommendatory nature and will be used on a voluntary basis by advertisers who wish to associate their products with traditional Russian spiritual and moral values," said Konstantin Mayor, co-chairman of the Russian Union of Industrialists and Entrepreneurs Commission on the media Industry and Entrepreneurship in the information sphere, owner and CEO of the MAER media holding.

"A recommendation set of measures that would provoke advertisers to promote traditional values in a good way would be very useful. A working group led by State Duma Deputy Marina Kim is dealing with this issue. I think that within some foreseeable period of time - three months or six months — the best practices can be summarized and some kind of universal "bible of cases", as they say in programming, can be compiled. We will try to make this topic as transparent as possible so that all market participants can join the discussion. A good result would be for this standard to be voluntarily applied by participants in the advertising industry," said Alexey Goreslavsky, Chairman of the Russian Union of Industrialists and Entrepreneurs Commission on the Media Industry and Entrepreneurship in the information sphere, Director General of the Internet Development Institute.

It took a year to develop the standard, and the document passed all the stages of approval with the Federal Antimonopoly Service of Russia, the Ministry of Finance of Russia, and the Ministry of Culture of Russia. As noted by Marina Kim, first deputy chairman of the State Duma Committee on Information Policy, TV presenter and journalist, the industry appreciated how well the document was worked out.

All important news is on the Izvestia channel in the MAX messenger.