Telecommunications operator MTS has reportedly removed blogger and television host Anastasia Ivleeva from its official brand roster. In addition, advertising materials featuring Ivleeva, which were aired as part of MTS campaigns, have been pulled from broadcast in what sources describe as a sudden policy update. This development was first highlighted by a Telegram channel that tracks corporate branding changes and media placements.
According to the same source, Ivleeva’s portrait and presence have been taken off the company’s website, signaling a shift in the brand’s public-facing spokesperson lineup. The broadcast materials that previously featured her as a representative of MTS have been discontinued, with the channel noting that the brand is redirecting its promotional focus toward another well-known presenter, Dmitry Nagiyev. In events tied to an anniversary celebration, Nagiyev has become the sole on-air figure listed for the campaign, replacing Ivleeva in the lineup.
At the moment, MTS has not issued a public statement addressing the abrupt change in brand ambassadors or the removal of Ivleeva from marketing collateral. The silence from the company leaves room for speculation about potential strategic shifts in marketing, partnerships, or brand alignment that could influence future campaigns and consumer perception.
Previously, Ivleeva was associated with a controversial incident when she hosted a club event in Moscow that drew attention from observers and watchdogs. The event reportedly drew scrutiny over content related to LGBT topics, triggering discussions about propaganda and extremism in the national context. The event occurred during a period marked by heightened sensitivity to information deemed offensive or provocative, and it sparked commentary that linked the incident to broader societal and political tensions. Critics argued that the gathering presented content that was controversial or provocative in nature, while supporters emphasized personal expression and artistic freedom. The incident also raised concerns about the venue involved, Mutabor, and the potential regulatory or financial consequences the establishment could face as a result of the controversy. Some observers suggested that penalties or even a license review could be possible, depending on subsequent investigations and reviews by authorities. Ivleeva herself responded by noting that such comments tend to appear around each party she hosts and did not appear surprised by the backlash.
In the wake of the event, Ivleeva removed certain posts from her social media accounts, including images that had drawn public attention prior to or during the controversy. The rapid cleanup of online content by Ivleeva reflected a broader pattern of public figures revising or deleting material in response to public scrutiny and media narratives surrounding their appearances and affiliations. The evolving dynamics between Ivleeva, the hosting venue, and the presenting platform illustrate how celebrity endorsements and event sponsorships interact with regulatory signals and audience expectations in today’s media landscape.
As these developments unfold, stakeholders in marketing, media, and entertainment will be watching closely how MTS repositions its brand ambassadors, what criteria guide the selection of future spokespeople, and how the public response shapes perceptions of the company. While Ivleeva’s exit from the brand marks a notable transition, the continued involvement of Dmitry Nagiyev signals a shift toward a different branding approach that may influence sponsorship choices, event planning, and advertising strategy in the months ahead. The situation also highlights the ongoing conversations about content, platform alignment, and the boundaries of promotional activities in a highly scrutinized media environment. Attribution: reports from a tracking Telegram channel and subsequent media commentary.