Business owners in Omsk must abandon the use of "sale" and "open" signs
A New Mandate for Russian: The Challenge of Branding in Omsk and Beyond
A fresh law, designed to safeguard the Russian language from excess foreign words in public spaces, has been adopted by the State Duma. Businesses in Omsk and throughout Russia will soon be required to adapt their branding and marketing strategies to comply with this new legislation.
This legislation, effective as of March 1, 2026, demands that signs, advertisements, and consumer information in stores and public places are written primarily in Russian. Soon, terms like "coffee," "fresh," and "sale," which have been commonly used in signs and shop windows, will be discouraged or outright banned.
Moreover, the law means that commercial designations for capital construction objects and residential complexes must now be in the Cyrillic script. However, trademark and brand names remain untouched.
Experts previously warned that such changes could pose challenges for brands using English names and potentially hinder interaction with certain audiences, particularly the youth and foreign guests whom these terms are associated with modernity and international standards. On the other hand, for locally targeted businesses, transitioning to Russian could strengthen their connection with their audience.
As a result, marketers will have to work diligently to ensure their branding doesn't inadvertently deter potential customers while attempting to conform to the new language requirements. This could lead to the adoption of unique, non-standard solutions, as humor may not be suitable here, given the risk of losing millions in potential revenue.
Understanding this new Russian legislation's broader implications, it is clear that companies need to prioritize Russian in all branding and marketing communications to align with the state’s cultural consolidation policies. This move away from foreign languages represents both a regulatory challenge and an opportunity to tap into the domestic sentiments of linguistic patriotism and cultural preservation.
This legislation is part of a broader state effort to promote Russian linguistic and cultural identity, an initiative that extends beyond Omsk to Crimea and other regions. Businesses serving diverse or migrant populations will need to navigate these legal constraints carefully while addressing their multilingual customer base.
Sources:
- Law on the Protection of the Russian Language
- Russian Regulators Crack Down on English
- Great Russian Word festival
- Stricter Russian Language Requirements for Migrant Children's Education
"I'm not sure how this new legislation will affect the finance sector of businesses, but it's clear that they'll need to adjust their branding and marketing strategies in the business realm to comply with the Russian language requirement, starting from 2026."
"Given the shift towards Russian in branding and marketing communications, finance businesses in Omsk and beyond may need to carefully consider the use of financial terms, ensuring they are understood by their domestic audience while maintaining clarity and precision."
