Who is affected by the marking law?

Who is affected by the marking law?

The labeling law applies to all participants in the chain involved in launching any given advertising object. Specifically:

• Advertisers themselves;
• Advertising distributors: Social networks, audiovisual services, news aggregators, messengers, search engines, media;
• Advertising system operators: VK Advertising, myTarget, Yandex, and others;
• Advertising intermediaries: Agencies and freelancers;
• Internet platforms: Websites where ads are displayed.

Participants in the process

Advertiser (the foundation of the entire chain): You / the client you work for.

Advertising Agency: An intermediary between the advertiser and the advertising system operator. There can be more than one intermediary. These partners can be called resellers.

Advertising System Operator (owner of the advertising system): For example, Telegram Ads.

Advertising Data Operator (an RKN-accredited organization): An intermediary that can be included at any level of the chain. Any participant—advertiser, advertising agency, or advertising distributor—can contract with them. Their function is to mediate between the advertising business and the government.

It is through the software of the Advertising Data Operator (ORD) that an identifier (token/ERID) can be obtained, confirming the registration of the creative in the Unified Internet Advertising Registry. This code is then indicated in the advertiser's materials. Reporting to the ERIR is also done through data exchange with the operator.

The ORD registry is formed, maintained, and published on the official website of Roskomnadzor.

Roskomnadzor: Maintains the Unified Registry of Internet Advertising and controls the marking (the presence of the token on the advertisement, the submission of acts to ERIR). Other regulators include—the Federal Tax Service (which will request information from ERIR about provided advertising services during tax audits), the Federal Antimonopoly Service (which ensures that all necessary information, like the word "advertisement," the advertiser's name, and so on, is included in advertising announcements).