The State Duma proposed to finalize the standard for highlighting traditional values in advertising

A meeting of the Russian Union of Industrialists and Entrepreneurs' Commission on the Media Industry and Entrepreneurship in the Information Sphere was held in Moscow, chaired by Alexey Goreslavsky, Director General of the Institute for Internet Development (ANO IRI). The discussion was attended by representatives of relevant committees and commissions of the Russian Union of Industrialists and Entrepreneurs, heads of media holdings, advertising and research companies, representatives of government authorities and the expert community.

The main topic of the meeting was "Ensuring national sovereignty in the media industry and entrepreneurship in the information sphere."

"First of all, we had an assignment from the President to the industry - to prepare a Standard for how our traditional values should be reflected in advertising. A working group has been set up within our Commission in this area, and the Standard has been prepared. It is necessary to determine further steps for its use and implementation in the practice of companies. This is not an idle question, the advertising market forms a significant share of the content that is seen by almost all residents of Russia on a daily basis and in various formats," said Alexey Goreslavsky.

Alexey Goreslavsky also noted that Russia today needs comprehensive tools to support content makers, combining financial, infrastructural and educational measures, as well as mechanisms to promote national content on international platforms.

"There is a lot of international experience, many countries have purposefully and successfully developed their content makers. Very different approaches are used, taking into account country specifics and ensuring the transmission of values, traditions and other meanings through any type of created content — movies, TV series, video games, blogger content, etc.," he added.

The participants paid special attention to the issue of the possible return of foreign advertising holdings to the Russian market.

"In 2022, the largest advertising holdings left Russia. For Russian companies, this was both a challenge and a great opportunity to occupy new market segments. Many import substitution measures have been carried out. Now there is a movement towards the return of these holdings to our market. In this regard, it is necessary to determine in advance what measures to protect domestic companies are necessary, which will allow them to have a priority position in the Russian market. There may be proposals on regulation and preferences that will help our companies," Goreslavsky said.

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Russian Foreign Minister Sergei Lavrov said in April that more and more people around the world see Russia as a guardian and defender of traditional values. He added that respect for the identity of the peoples of the world and their right to development is the key to the formation of a just world, as well as the development of more favorable conditions for Russia.

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