MAER will give additional airplay to ads with traditional values

From February 1, value-based advertising gets additional benefits when placed without increasing the budget. The MAER media holding has started to implement a Standard of advertising with traditionally valuable content on its communication platforms. Konstantin Mayor, the owner and CEO of the media holding, announced the new incentive system for partners.

"We have developed a methodology for implementing the standard and a special reward system so that advertisers can more actively integrate moral guidelines into advertising. The 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. When they are integrated into advertising creatives, the customer will be able to receive a 10% bonus of airtime. Thus, in 2026, we plan to increase the share of content with traditionally valuable content in broadcast advertising by 2-3 times," Konstantin Mayor said.

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 advisory in nature and is used on a voluntary basis by advertisers who wish to associate their products with traditional Russian spiritual and moral values.

The standard of advertising with traditionally valuable content was developed in 2025 on behalf of the President of the Russian Federation. The Russian Union of Industrialists and Entrepreneurs, Opora Russia, Delovaya Rossiya, AKAR, RASO and development institutes: ASI, IRI, ANO National Priorities and others participated in the work on the document. The result of the work was the approval of the Standard by the Government of the Russian Federation and the Presidential Administration of the Russian Federation.

The state policy of preserving and strengthening traditional values in Russia is implemented in the fields of education and upbringing, youth work, culture, science, interethnic and interreligious relations, mass media and mass communications, and international cooperation.