Readers get the same treatment.
Almost without exception the font and style used is identical to that of regular articles. Photos often accompany the text. Obviously the article was favourable. There was no objective analysis of the bank by independent experts in spite of the fact that Russia's banking industry is highly unstable, and that bank collapses are common. Some newspapers attempt to bridge the moral dilemma of deceiving their readers in this way by marking such paid articles with a small symbol, often an asterix.