Contents
- What is advertisement labeling
- Fines for violating labeling rules
- Why label advertisements
- How to properly label advertisements
- Exceptions to labeling rules
What is advertisement labeling
Advertisement labeling is the process that involves assigning a unique identifier to each advertisement and marking it with the label "Advertisement." Additionally, the advertiser's information must be provided. This process is aimed at increasing transparency in the advertising market for government authorities. Since September 2022, the law requires that all advertising materials on the internet have a token – a unique identification number. Furthermore, each advertisement must clearly indicate that it is an advertisement, as well as provide information about the advertiser or a link to their website. It is important to note that such requirements also apply to video and audio recordings.
Fines for violating labeling rules
As of September 2023, actual fines are being imposed for the absence or incorrect labeling of advertisements. The fines can reach up to 500,000 rubles for a single advertisement. The information deemed as advertising is verified by the Federal Antimonopoly Service (FAS) based on complaints from citizens or organizations. The oversight of labeling and reporting is conducted by Roskomnadzor.
Information about advertisements is stored in the Unified Register of Internet Advertising (URIA), to which data is transmitted by advertising data operators (ADO), acting as intermediaries between the government and participants in the advertising chain. An important point is that fines are imposed not only for the absence of a token but also for incorrect or incomplete data transmitted to the ADO.
Table of fines for violations
| Violation | Fine |
|---|---|
| Advertisement without a token | Individuals: from 30,000 to 100,000 rubles; Legal entities: from 200,000 to 500,000 rubles; Sole proprietors and officials: from 100,000 to 200,000 rubles |
| Incorrect or incomplete data in ADO | Individuals: from 10,000 to 30,000 rubles; Legal entities: from 200,000 to 500,000 rubles; Sole proprietors and officials: from 30,000 to 100,000 rubles |
Why label advertisements
Labeling advertisements is necessary for businesses to avoid hefty fines. For example, if a company places 20 advertising banners without an identifier, it risks receiving a fine of up to 500,000 rubles for each one. For the government, labeling makes the advertising market more transparent and allows for:
- Quick identification of undesirable content and its distributors;
- Control over tax payments;
- Conducting market research based on quality data.
Exceptions to labeling rules
According to the law, all advertising messages placed on the internet are subject to labeling. This applies to both self-promotion and advertisements conducted through barter deals or on prohibited social networks. It is especially important to note that all advertising materials dated September 1, 2022, and later must also be labeled. However, there are some exceptions:
- Labeling is not required for advertisements in email newsletters, SMS, and push notifications if they are directed at an in-house customer base and promote their own product;
- Advertisements that were previously aired on television or radio and are then published online without changes;
- Social advertising or materials that do not have a commercial purpose.
How to properly label advertisements
To label advertisements, several steps must be followed. First, you should choose a suitable ADO. Currently, there are seven operators, including "Yandex ADO," VK ADO, Ozon ADO, and others. Each of them offers their own rates and conditions.
After selecting an ADO, you need to create a personal account, where information about all participants in the advertising chain will be uploaded. Then you need to upload the advertising materials, including text, images, videos, or audio recordings. Each uploaded material will receive a unique identifier that needs to be inserted into the text or images, along with the advertiser's information.
It is important to remember that after placing an advertisement, reports must be sent to the ADO every calendar month, indicating the planned and actual number of impressions, as well as the costs of placement. Such reporting should continue for as long as the advertisement is active.