The expert appreciated the idea of bloggers posting social ads about traditional values.

The idea of bloggers' obligation to post social ads about traditional values will help establish closer contacts between influencers and government agencies. Maxim Petrenchuk, co-founder of the Social Stars communication agency and vice-president of the Federation of Bloggers, told Izvestia on December 24.

Currently, there is a noticeable increase in government interest in bloggers, and they reciprocate.

"The authorities are gradually mastering how to work with the influencer market and are starting to use tools that were previously used only by advertising agencies. This means that the state may soon become a full-fledged participant in the influencer marketing market," the expert emphasized.

In addition, Petrenchuk added, the participation of bloggers in charity and coverage of social issues seems logical, but such expectations should apply not only to opinion leaders. He believes that the media can more often publish social materials for free, television can conduct charity broadcasts, and artists can perform at non—commercial events. At the same time, as the interlocutor noted, bloggers should be socially responsible, but "no more than the rest of the participants in the media market."

"The main problem of the proposed initiative is the lack of clear criteria. What exactly is considered charity and social values? Do I need to talk about specific foundations and institutions, or are general words enough? How to measure compliance with traditional values? There will also inevitably be a question of how to assess the fulfillment of these requirements," Petrenchuk explained.

According to him, specific recommendations, transparent criteria and verified programs are needed, and the direction of the initiative for revision will allow these issues to be taken into account.

"Illegal and toxic content in advertising has practically disappeared"

Vladimir Logunov, Deputy Head of the RCN, on working with online advertising

Senator Sergey Karjakin proposed on the same day to strengthen the promotion of family values on the Internet and oblige bloggers to post social ads at least once a month. The document suggests "establishing a proportionate obligation for large Internet platforms to ensure the placement of social advertising in the amount of at least 5% of the total advertising content."

In April, Russian President Vladimir Putin signed a law banning the distribution of advertising on the resources of undesirable organizations in the Russian Federation. It was noted that both advertisers and distributors of advertisements would be responsible for violating the ban.

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