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- From Sale to "Sale": business is preparing for a large-scale language reform of signage and signs
From Sale to "Sale": business is preparing for a large-scale language reform of signage and signs
Starting from March 1, 2026, new requirements for the use of foreign words in public spaces will come into force in Russia. The changes will affect almost all retail outlets, offices, and customer service locations. Businesses will have to review the design of signage, signs and information materials in order to avoid fines and claims from regulatory authorities. Izvestia dealt with how the law would work and who it would affect.
Ban on foreign words from March 1, 2026: the essence of the changes
Federal Law No. 168-FZ of June 24, 2025, amending the Law on Consumer Protection, comes into force on March 1, 2026. The document introduces a new article 10.1, which establishes the mandatory use of the Russian language in information intended for public inspection by consumers and not considered advertising.
Previously, the mandatory use of the Russian language extended to advertising and information, the provision of which was directly provided by law. At the same time, some of the visual inscriptions — signs and plaques placed at the discretion of entrepreneurs — were outside clear legal regulation. The new law eliminates this gap and expands the scope of language requirements.
Which signage is subject to the new requirements
The new rules apply to visual information posted in publicly accessible places during trade, household and other types of services. We are talking about signage, navigation signs and other planar structures designed for customers.
Alexey Ivliev, lawyer at Gorodissky & Partners, clarified that first of all we are talking about the names of enterprises, as well as signs placed on the initiative of a business for informational or aesthetic purposes.
"These may be signs or plaques with the words Welcome, Shop, Office, Restaurant, which are widely used today, but will require revision starting in March 2026," the expert explains.
The restrictions do not depend on the industry: the new requirements will apply equally to all companies selling goods or providing services to consumers.
Which signs can be left without translation
The law provides for important exceptions. In particular, you can save foreign words on a sign without translation by registering your own brand: trademark, service mark or brand name. It is important not only to apply for registration, but also to obtain an official certificate.
— Due to the direct indication of part 4 of Article 10.1 of the Law on Consumer Protection, the new requirements do not apply to registered trademarks and trade names, — says lawyer Alexey Ivliev.
This means that companies have the right to keep the original, including foreign, brand spelling if they are registered. However, this exception applies only to the protected designation itself and does not apply to the accompanying information plates.
If inscriptions like Open, Sale or Entrance are placed under the brand sign, they must either be translated or duplicated in Russian in accordance with the new rules.
The law establishes a number of exceptions. In addition to trademarks and brand names, the requirements do not apply to proper names, international standards, technical and medical terminology, language learning texts, private correspondence, source code, and narrow scientific publications. The Internet sphere is discussed separately.
— As a general rule, the requirements do not apply to information on the Internet, since the law speaks about information posted in publicly accessible places. The Internet, in accordance with the practice of the Supreme Court, is not such a place," explains Alexey Ivliev.
In the online space, one should be guided by the norms of Federal Law No. 38-FZ dated 13.03.2006 "On Advertising", which require translation only if the information is of an advertising nature.
How to use Anglicisms on signage
The law allows the use of foreign words, provided they are fully and correctly duplicated in Russian. The Russian text must be identical to the foreign one in meaning, design, and location.
This means that both options must be visually equivalent: the same font, size, color, and composition. Any attempts to highlight a foreign text or make the Russian version secondary may be considered a violation.
Lawyers emphasize that this requirement is aimed at ensuring the priority of the Russian language in the public space without a complete ban on foreign designations.
How can a business prepare for changes
Experts recommend starting preparations in advance. The first step is to audit all public materials, both advertising and informational, intended for consumers.
— After the audit, the business needs to either abandon foreign words that are not urgently needed, or ensure their correct duplication in Russian, or register the corresponding designations as trademarks or brand names, — concluded Ivliev.
At the same time, Alexandrovich emphasizes the need for a systematic approach, including language audit, legal assessment, technical automation and budget planning. In her opinion, the sooner the company starts adapting, the less costly and conflict-ridden the transition will be.
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