We hereby publish the unclassified portion of the monitoring findings conducted by “Bonum Publicum,” based on various sources available to the organization. This review focuses on one specific episode of presumed public relations (PR) activity carried out by Petr Aven’s team within the Latvian media landscape.

1. Aims and objectives of the Information-Psychological Operation

In June 2026, indicators of a coordinated information campaign were detected within the Latvian media space. This activity is aimed at the depoliticization (humanization) of the image of the sanctioned businessman, Petr Aven.

The objective of this campaign is the systematic utilization of celebrity gossip and society chronicle channels to integrate a toxic case study into Latvian public consciousness. By shifting the focus toward private life, the campaign propagates a narrative of a long-term, routine, and mundane presence of Aven and his inner circle within the Latvian political class and high society. The war in Ukraine, international sanctions, and ongoing legal disputes surrounding the oligarch’s Latvian citizenship are deliberately supplanted by an aesthetic of escapism and consumer luxury.

Chronologically, this news cycle coincided with an open letter sent by Dmitriy Savvin, Chairman of the Board of the Association for the Development of Russian Civil Society and Support for Russian Emigrants, to Prime Minister Andris Kulbergs.

2. Anatomy of the information cascade and proxy platforms

The primary trigger for the campaign was a publication dated June 8, 2026, on the Santa.lv portal (within the Privātā Dzīve magazine section), entitled “Miljardiera Avena meita nosvinējusi greznas kāzas un saņēmusi īpašu dāvanu” (“Billionaire Aven’s Daughter Celebrates Lavish Wedding and Receives a Special Gift”). This popular society tabloid served as the principal conduit for content initially launched via the Russian-language anonymous Telegram channel “Adolfino Berlusconi.”

The deployment of a niche, anonymous source as the point of origin constitutes a classic example of operating through a «proxy agent.» This technique enables the organizers to legitimize the occurrence of a closed-door event via third parties, without official announcements and free from direct legal liability regarding data accuracy.

3. Mechanisms of «soft normalization»

The promotion of information regarding a sanctioned individual’s family within the pages of a leading national glossy publication automatically depoliticizes and humanizes the context. Interweaving members of the oligarch’s family into the same tier as Latvian singers, actors, and politicians subtly fosters a public perception that these individuals are an integral part of the local domestic landscape.

The phrasing utilized by Santa.lv — “Latvijā dzīvojošā krievu miljardiera Pjotra Avena meita” (“the daughter of the Russian billionaire residing in Latvia”) — legitimizes the physical and economic presence of this figure within the country. For the general public, this constructs a psychological framework of a «peer» — a wealthy local resident — which significantly diminishes the toxicity of his public image.

Exhibiting the «human face» of a sanctioned individual (giving away his 32-year-old daughter in marriage, rejoicing for his children, along with mentions of his youngest son, Filipp) appeals to universal human emotions, thereby diluting negative political associations.

The elaboration on the luxurious details of the Tsinandali Estate hotel in Kakheti (Georgia) engages the reader emotionally. Particular emphasis is placed on a gift from another sanctioned billionaire, Evgeny Shvidler (a long-time business partner of Roman Abramovich) — specifically, a portrait of the newlyweds. This detail is designed to legitimize the participants of this exclusive circle as «patrons of the arts and philanthropists,» while simultaneously demonstrating to Latvian society that robust international networks persist within this stratum despite EU and NATO sanctions.

4. Amplification and corporate media infrastructure

Following the initial testing of public reaction within a niche lifestyle publication, the information hook was rapidly scaled to target a broader socio-political audience. On June 9, 2026, identical material was published in both languages on the LA.lv portal: “Miljardiera Pjotra Avena ģimenē lieli svētki…” (“Great Celebration in the Family of Billionaire Petr Aven…”) and “В семье миллиардера Петра Авена большой праздник…” (“A Great Celebration in the Family of Billionaire Petr Aven…”).

5. Open letter by AREM

On June 8, 2026 (the day the initial article was published on Santa.lv), Dmitriy Savvin, Chairman of the Board of the Association for the Development of Russian Civil Society and Support for Russian Emigrants (AREM), submitted an official open appeal to the Prime Minister, Andris Kulbergs. The letter explicitly designates Aven as a «Russian oligarch from Putin’s inner circle,» highlights the dubious circumstances under which he acquired Latvian citizenship, notes the connections between the Aven-controlled Alfa-Group and the Ministry of Defense of the Russian Federation, and references his failure to condemn the war against Ukraine. As a factual baseline, Savvin cited the investigative documentary film “Hybrid Citizen” (Hibrīdpilsonis). The core demand of the letter is the immediate revocation of Aven’s citizenship and his subsequent deportation from the EU.

The Prime Minister’s Bureau responded with high operational velocity. On June 11, 2026, the State Chancellery officially forwarded the AREM petition under reference number Nr. 7.8.5./2026-DOC-1334-1660 to the Ministry of the Interior for substantive review and the preparation of a formal response in compliance with the Law on Submissions. The document was concurrently sent to the Ministry of Foreign Affairs for informational purposes. The document was signed by Inese Gailīte, Acting Director of the State Chancellery and Head of the Legal Department. This administrative action effectively transitioned the Aven case from media speculation into the domain of official inter-agency proceedings under the purview of national security.

6. Media conglomerate strategy of deliberate omission

A critical element of this analysis is the institutional behavior of the publishing house SIA «ŽURNĀLS SANTA».

Despite possessing formidable administrative and journalistic resources, the editorial board of the Santa.lv portal completely ignored the submission of the open letter, the investigative film “Hybrid Citizen,” and the subsequent official progression of legal documents through the State Chancellery and the Ministry of the Interior.

Such a demonstrative omission of a rigid political-legal context indicates the deployment of an information isolation strategy (the creation of an information vacuum). The media conglomerate deliberately confines the figure of Aven exclusively within the boundaries of «society gossip» and consumer escapism. Publishing facts regarding a potential deportation and a corruption investigation would dismantle the «safe local billionaire» narrative constructed by PR strategists. Consequently, any negative signals emanating from state authorities are screened out to preserve the effect of «soft normalization.»

7. Structural baseline of media conglomerates

An infrastructural analysis of the involved media assets reveals their substantial institutional weight within Latvia, enabling them to effectively moderate the public agenda.

The magazine Privātā Dzīve and the portal Santa.lv are owned by SIA «ŽURNĀLS SANTA» (beneficial owners: Santa Anča – 55%, Ivars Zariņš – 45%). This is the largest publishing house in the country, reporting a net profit of 880,396 EUR for the year 2025.

The LA.lv portal operates in close content-related and commercial synergy with the television assets of the firm SIA «Ekis & Co-Positioning and Consulting» (owners: Klāvs Kalniņš – 50%, Rūdolfs Ēķis – 50%). This consulting company fully controls the major socio-political television channel AS «TV LATVIJA» (TV24) along with several regional broadcasters. The engagement of these resources to amplify this agenda provides the campaign not merely with lifestyle-oriented public reach, but also with a potent structural framework for potential PR positioning and lobbying efforts.