A system and method for influencing a recommender system and advertising uses a controlled, programmed policy. The recommender system uses the policy to adjust recommendations made to users for particular items, so that a policy holder receives some measure of preference in recommendations. The preference may be implemented in the form of a filter, or a presentation of items. The policy can be applied selectively, and be based on pay for placement type consideration, demographics, time, and other related parameters. Advertising for the users can be similarly adjusted in coordination with the policy.