Major Russian digital platforms Yandex, VK, and Rutube have announced the removal of commercial advertising on their services on May 9, 2025, in honor of the 80th anniversary of Victory in the Great Patriotic War. This decision reflects a growing trend among media companies to prioritize commemorative content over commercial interests during significant national observances.
On this important day for many Russians, Yandex will eliminate ads from its main page, ya.ru, as well as from its entertainment services, including Kinopoisk, Yandex Music, Afisha, and Yandex Books. Instead of advertisements, users will be greeted with thematic collections of films, books, music, and other materials dedicated to Victory Day. This shift aims to foster a deeper connection with the historical significance of the day.
According to Yandex, the decision to remove commercial advertising is part of their commitment to honor the memory of those who fought in the war. The company stated, "On May 9, we will not show commercial advertising on these services throughout the day. Thematic selections of content dedicated to Victory Day will appear on entertainment portals: films, books, stories, and songs, which should support the promo formats." This initiative is designed to provide users with engaging content that resonates with the spirit of the day.
Similarly, VK has also decided to disable advertising across its platforms, including VK Video, VKontakte, and Odnoklassniki, throughout the entire day. Additionally, there will be no ads in the special Dzena feed, which is dedicated to the 80th anniversary of Victory. VK has prepared over 30 educational and informative projects that will be available on their dedicated website, 9may.vk.company, providing users with a wealth of resources to explore.
Dmitry Uvarov, the Director of Strategic Partnerships at VK, emphasized the importance of Victory Day for all Russians. He noted, "Victory Day is the most important day for all Russians. More and more people, especially younger generations, are interested in the country's history, striving to learn more about those events and understand them." He further highlighted that interest in content related to the war significantly increases as May 9 approaches, prompting VK to compile hundreds of films, series, and other materials on this topic in one accessible location.
As part of their initiative, VK has gathered a diverse array of content that aims to resonate with various audiences. Uvarov stated, "We hope that they will find a response among completely different audiences." This reflects a broader cultural trend in Russia, where the remembrance of historical events is increasingly important to younger generations.
Rutube, another major player in the Russian digital landscape, has also announced its own version of a "Day of Silence" on May 9. The platform will not display any commercial advertising from 00:00 to 23:59, allowing viewers to focus on content related to the Great Patriotic War. In a statement, Rutube expressed their desire for audiences to concentrate on the significant historical narratives presented on that day.
This collective decision by leading digital platforms highlights a growing acknowledgment of the importance of historical memory in contemporary society. As Russia prepares to commemorate the 80th anniversary of Victory in the Great Patriotic War, these platforms are prioritizing educational and commemorative content over commercial interests, reflecting a national sentiment that values remembrance and respect for those who sacrificed their lives.
Moreover, the removal of advertisements is seen as a way to enhance the viewing experience for users who wish to engage with content that honors the legacy of the war. By providing curated selections of films, music, and literature, these platforms are encouraging users to reflect on the historical significance of the day.
In a time when digital media plays a crucial role in shaping public discourse, the actions of Yandex, VK, and Rutube serve as a reminder of the power of media to influence cultural narratives. The decision to eliminate commercial advertising on such a significant day underscores the platforms' commitment to fostering a deeper understanding of Russia's history.
As the nation prepares for this significant anniversary, the emphasis on educational content and historical reflection is likely to resonate with many Russians. The move by these digital platforms may not only enhance the commemoration of Victory Day but also contribute to a broader conversation about the importance of historical awareness in contemporary society.
In conclusion, the removal of commercial advertising by Yandex, VK, and Rutube on May 9, 2025, highlights a significant cultural shift towards honoring and remembering the sacrifices made during the Great Patriotic War. This initiative not only provides valuable educational resources but also reflects a growing interest among younger generations in understanding their country's history.
