The law in question aims to protect the Russian language. According to it, starting March 2026, signs, pointers, and informational plaques in stores and public places must be translated into Russian. Details on how this will be implemented in Khabarovsk were explained by the regional branch of “Opora Rossii.”
– The law can confidently be called “speak Russian, write Russian, think Russian.” It tightens the rules for everyone involved in advertising, signage, and informational materials in public spaces. Everything must be clear and unambiguous for Russian-speaking audiences, which poses a challenge for entrepreneurs and marketers to find the most accurate and correct translations that align with brand identity and legal requirements. Exceptions are made for trademarks and service marks registered in foreign languages, which remain outside the strict framework of the new rule.
All signs, informational plaques, and advertising materials in foreign languages must be translated into Russian as precisely as possible, without any loose interpretations or wordplay. As a result, experts believe advertisers will face the urgent need to overhaul PR campaigns, leading to extensive work across the industry.
– Imagine the scale. For example, take a residential complex with dozens of billboards, signs, banners, and other materials. Everything must be reshot, reprinted, and redesigned. The task is far from easy, and the costs will be significant. Sleepless nights and stress are guaranteed. Designers will have to handle a flood of orders for new logos, branding styles, and visual solutions that comply with the new legislation. This means revisiting existing concepts and adapting them to strict design requirements. Some entrepreneurs will also need to apply to Rospatent to register foreign-language trademarks, leading to longer queues and delays in patent offices. This will create additional complications and slow down product launches.
Consumers, meanwhile, will have to adjust to new names and signs that may initially seem unusual. As an example, the expert cited a Khabarovsk residential complex with a foreign name that translates to “Green Town”—understandable and cozy, but unfamiliar to residents accustomed to the original name.
However, the biggest challenge will fall on businesses, which must quickly adapt to the new reality.
– First and foremost: do not delay trademark and brand registration. The sooner you do it, the fewer risks and problems you’ll face later. On average, trademark registration takes about nine months, excluding the costly expedited process. Second: carefully consider naming and translations. Avoid prioritizing creativity over accuracy and compliance. It’s best to consult branding experts and lawyers in advance to prevent mistakes and misunderstandings. Third: be prepared for design changes. You may need to revise your marketing strategy.
The new law will also create opportunities for professionals in the advertising sector.
– There will be increased demand for adaptation and design services, allowing businesses to expand their portfolios, strengthen loyalty among existing clients, and attract new ones.
Authorities in Khabarovsk are developing a unified outdoor advertising standard emphasizing light boxes and three-dimensional letters. The new rules aim to transform the city’s architectural appearance. Previously, the business community highlighted key issues needing resolution, including oversaturation, low-quality signage, and faulty structures posing safety risks. Additionally, entrepreneurs noted the displacement of local companies from the market, as they struggle to compete with larger western players.