Why won't the newspaper run major kovaloff ad asking for the return of his nose?

Because they don't want to!

It would be inappropriate

Explanation:

Running a newspaper ad without a person's consent would be a violation of the person's rights. This can place the media body in disrepute. In addition, this is also an infringement on the basic human right - the right to privacy. Failure to do so will have dire repacations and would result in a lawsuit. Thus, permission would need to be sought from the relevant persons so that the paper can print information that is factually true and with the persons's consent.