Federal Law dated 14.07.2022 No. 286-FZ “On Amendments to the Federal Law ‘On Advertising’” and the Federal Law “On Amendments to Certain Legislative Acts of the Russian Federation”. Link.
Advertising Labeling Includes:
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The mark “Advertisement”;
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Information about the client/advertiser;
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An identification number — the token.
The labeling must be in the text of the publication if there is one. If there is no text, it should be on the image or video. If there is a link in the text, the token may only be included in the link.
Advertising Data Operator (ADO)
This is an internet advertising accounting system created by Roskomnadzor. It stores information about ads collected from all participants in the advertising market. Data can only be submitted to the registry through advertising data operators.
You can choose an ADO at your discretion; currently, the following services have ADO status:
Token
A token is a code consisting of letters and numbers that helps track and account for internet advertising. Any online advertisement in Russia must have a token. It contains encrypted information about the advertiser, the ADO you work with, and the creative itself.
Example of a token in an advertising publication:“erid: xxxxxxxxx”
Where “erid” denotes the token, and “xxx” is a unique combination of letters and numbers.
How to Properly Register a Creative
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Submit the creative to the ADO.
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Receive the token.
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Place in the advertisement the mark “Advertisement,” information about the advertiser, and the token.
What Counts as Advertising and What Does Not
http://publication.pravo.gov.ru/Document/View/0001202207140079
The main feature of an advertising publication is its highlighting.
If information about a product/service stands out with text or images from other content, attracts consumer attention, or contains a clear call to action, it will be considered advertising.
Advertising — information disseminated in any way, in any form, using any means, addressed to an indefinite circle of people, and aimed at attracting attention to an advertising object, forming or maintaining interest in it, and promoting it in the market.
How to Distinguish Advertising from Native Integration
Advertising (requires labeling):
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Special attention is given to a specific product.
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Information is exclusively positive and emotionally colored.
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Contains calls to purchase and instructions on how to do so.
If your recommendation contains strong emotional coloring or a call to purchase or attend an event, it may be considered advertising.
Native Integration (no labeling required):
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The product is mentioned organically; removing it would change the perception of the publication.
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No emphasis on features or characteristics.
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Review fits the blog’s theme.
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No calls to purchase, links, promo codes, etc.
If you recommend a product you use without explicit emotional coloring or purchase prompts, labeling is not required.
How to Distinguish Self-Promotion from Informing About Your Product
Self-Promotion:
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You publish a post highlighting the advantages of the product and distinguishing it from others. Labeling is required.
Not Advertising:
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You publish posts providing information about your products, services, events, or how to obtain them. This is considered informational.
Is a Call to Subscribe to Your Social Media Self-Promotion?
Advertising:
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A call to subscribe to your channels/communities on other social networks.
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Link to your website.
Not Advertising:
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A call to subscribe to other people’s channels/communities.
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Link to another website.
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There is no advertising object.
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Information is not aimed at promoting a product or company on the market.
Will a Prize Draw for Non-Own Products Be Advertising?
Advertising:
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The draw is conducted by the resource owner.
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A product may be listed as a prize.
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There is no promotion of the product, no description of its features, characteristics, or price.
Not Advertising:
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The draw is conducted by someone other than the resource owner.
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There is an advertising object: organization name, product characteristics, etc.
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The information is aimed at promoting a company or product in the market.
When Labeling Is Not Required
According to the definition of advertising in the Federal Law “On Advertising,” information must be addressed to an indefinite circle of people. Based on this definition, the following are not considered advertising:
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Email newsletters;
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Push notifications;
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Messages in messengers.
Download the guide on advertising labeling.
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