For whom is advertising labeling mandatory?

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Internet advertising labeling will become mandatory for almost all entities in the advertising market in the Russian segment of the Internet from September 2023. The data will be transmitted by customers (PR submitters), organizations that directly publish creative work, and ORD.

For whom is advertising labeling mandatory?

To better understand the procedure for medical practice email list labeling advertising from 2023, let's take a closer look at the role of each participant in the chain:

Advertiser. The seller or manufacturer of a product or service who selects the object of PR, as well as the content or idea of ​​the creative, i.e. the initial PR customer.

Advertising distributor. A participant in the PR market who distributes the final creative work in the interests of the PR provider, regardless of the form and method of publication.

Advertising operator. An entity that owns and manages a PR system used to publish creatives on various PR platforms.

All these participants in the advertising market will be subject to a number of obligations if they meet two conditions:

publish creatives on the Internet with the aim of attracting the interest of RuNet users (in the legal relations under consideration – PR consumers);

meet the criteria established by a specially adopted decree of the Government of the Russian Federation.


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Examples of marking non-standard advertising formats
Circle in Telegram – specify the identifier as a text entry like “erid: XXX” in the post following the sign, or in the video following the response to the designation. This will help maintain the coherence of the messages. For now, you can use this method (before the automatic algorithm is launched), after Telegram is integrated with any ORD, the mechanism will change.

Stories that contain native advertising - the identifier must be indicated at the beginning of the video over the image. The text used is "erid: XXX". Similarly, static images in stories must be marked.

Podcast – an identifier is specified in the form of a text entry “erid: XXX” with a description of the episode.

Audio advertising – the identifier is generated in the player interface as “erid: XXX” when the PR material is played.

Archived articles. If the creative was published no later than 01.09.2022 and is still available for viewing by advertising consumers, the date of posting must be noted. Identifier marking is not required in this case.


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What does not need to be labeled
The changes in legislation concerning the new advertising labeling do not apply to several types of creatives:

social PR;

advertising of goods by the manufacturer itself in email messages or push notifications. It is necessary to put a mark, but there is no requirement to send data to ERIR. At the same time, the relevant norm does not mention services;

advertising during the broadcast of television and radio programs, if the creative is shown on the Internet without differences from the original material.

Currently, the FAS has developed a practice according to which push notifications are classified as PR. The corresponding position is set out, in particular, in the decision of the FAS of Russia for the Bryansk Region dated July 17, 2020 No. 032/05/18-660/2020. It is expected that the corresponding clarifications will be made to the regulatory legal acts in the near future.