The Ministry of Internal Affairs has awarded a contract of nearly 2 million euros for the promotion of the electronic identity card, with the aim of increasing its usage.

The campaign, conducted by Complete Media Group and three other companies, will promote the new electronic identity card (CEI) on TV, radio, online, and in cinemas, with a budget of 9.85 million lei. It will take place over three months, targeting Romanian citizens aged between 18 and 45, including the diaspora. Although the CEI has been available since March 2025, citizen interest has been low, which is why the campaign is essential. The Ministry of Internal Affairs has also launched the RoCEIReader application to facilitate the use of the CEI, ensuring that it meets cybersecurity standards.