Russia's New Language Law: Cracking Down on Foreign Words in Consumer Information

Key Takeaways

• New regulations restrict the use of foreign words in public information aimed at consumers within Russia.
• Registered trademarks, company names listed in the Unified State Register of Legal Entities (USRLE), domain names, and promotional codes are exempt.
• Anglicisms found in the Russian Academy of Sciences' "Dictionary of Foreign Words" are generally permitted.
• Terms describing product properties or technologies lacking Russian equivalents, such as Wi-Fi and Bluetooth, are also allowed.
• Words like 'barbershop' and 'cashback,' not included in the dictionary, may require explanations.

Russia has implemented a new law designed to regulate the utilization of foreign vocabulary within public-facing consumer information. The legislation, which took effect immediately, aims to preserve and promote the Russian language across various sectors. This initiative compels businesses and organizations to carefully consider their use of non-Russian terminology when interacting with the public.

The scope of the law extends to a wide array of contexts, including advertising, product descriptions, and service offerings. Businesses must now evaluate whether the foreign words they employ have readily available and understandable Russian counterparts. If not, they may be required to provide clarifications or explanations to ensure consumers comprehend the intended meaning.

However, the law does provide several key exemptions. Registered trademarks, company names already officially recorded, domain names used online, and promotional codes are not subject to these new constraints. This carve-out recognizes the established legal and commercial significance of these elements.

Furthermore, the legislation acknowledges the reality of globalized terminology. Anglicisms officially recognized and included in the Russian Academy of Sciences' "Dictionary of Foreign Words" are generally permissible. Examples include terms such as 'business lunch,' 'catering,' and 'latte,' indicating an acceptance of certain established foreign terms within the Russian lexicon.

The regulations also address the challenge of describing cutting-edge technologies and product attributes. Terms like 'Wi-Fi' and 'Bluetooth,' which currently lack precise Russian equivalents, are permitted. This exception recognizes the need to accurately convey technical information to consumers.

Legal experts, such as attorney Alexander Matetsky, point out that terms such as 'barbershop' and 'cashback', which are not included in the Russian Academy of Sciences' dictionary, will likely require explanation to comply with the new regulations.

Why it matters

This new law represents a significant shift in how businesses operating in Russia can communicate with their customers. While aiming to protect and promote the Russian language, it introduces complexities for companies that rely on international terminology. Businesses must now carefully review their marketing materials and communication strategies to ensure compliance, potentially incurring additional costs for translation and adaptation. The long-term impact on consumer perception and the adoption of new technologies remains to be seen, as businesses adapt to these new linguistic requirements.