The article considers a new form of state influence on entrepreneurial activity, stimulating the conscientious behavior of entrepreneurs in various areas of the commodity and financial markets. The state policy aimed at promoting the implementation of the principle of good faith in contractual relations is due both to the emergence and development of new social relations and the introduction of digital technologies, and to sanctions pressure on Russia from unfriendly countries, which led to difficulties in fulfilling contractual obligations. The state supports the development of the institution of self-regulation, capable of ensuring the mutual interest of suppliers and buyers, customers and performers by developing advisory acts that explain the content of unfair and fair business practices. It is concluded that such documents are acts of unofficial explanation of the civil law principle of good faith behavior enshrined in the Civil Code of the Russian Federation.