What is the advertising marking law
What is the advertising marking law?
From September 1, 2022, all advertisements displayed to internet users located within the territory of the Russian Federation (simply put, advertisements in Russian or the languages of the peoples of the Russian Federation) must be marked (Article 18.1 of the Advertising Law). Prior to September 1, 2023, the legal requirements were more advisory, with no penalties for non-compliance.
From September 1, 2023, significant fines have been introduced for non-compliance with the advertising marking law, and accordingly, government bodies will begin to fine violators.
How does the advertising marking law work?
This law sets requirements for marking advertising materials.
Requirement #1 All online advertising materials, including ads on Telegram, must display information about the advertiser, a token, and be clearly labeled as an “Advertisement.”
An example of a correctly marked Telegram Ad:
erid: ABraKaDAbr
How to level up in marketing from beginner to pro? Find out on our channel: @magnetto_pro_channel_
"Advertisement", Advertiser LLC "Magnetto" INN 12345678
If we're talking about advertising on VK, for example, the token can be included in a contrasting note. If you are placing an ad in the feed, you don't need to include the token in the image or the text of the post. You can add it to the dropdown menu instead.
If a link is used, the token must be added at the end: https://magnetto.pro/tools/service/telegram/?erid=ABraKaDAbr/\\\\ ABraKaDAbr/ — this is the token.
If there is no link in the ad material, the token must be placed at the beginning of the text block, over the text-graphic block, at the beginning and (or) over the video in the form of the note erid: ABraKaDAbr/\
Requirement #2 Every piece of advertising material (including Telegram creatives) must be registered in the Unified Register of Internet Advertising (ERIR). To do this, it must be assigned an identifier or token. You can get this unique digital identifier from advertising data operators, which are organizations approved by Roskomnadzor. Market participants in advertising services can obtain tokens and submit information about their advertisements to ERIR through these accredited operators. Currently, there are 7 accredited ORDs.
Token / erid is assigned in the following format: ABraKaDAbr/\
Requirement #3 For the reporting period (each calendar month), all acts from the advertiser, through any intermediaries, to the advertising system operator must be submitted to ERIR. The direct advertiser can assign the task of sending information about these documents to the advertising agency they work with.
Requirement #4 After the token is assigned and information is received from those who requested the number, the ORD transmits the data to the Unified Register of Internet Advertising (ERIR), controlled by Roskomnadzor. Direct access to ERIR is available to the Federal Antimonopoly Service and tax authorities.