New concepts of advertising in legislation
Posted: Tue Jan 28, 2025 6:06 am
After the amendments came into force, the following definitions appeared in the legislation:
ERIR is a unified register of Internet PR maintained by Roskomnadzor;
ORD is a PR data operator that checks advertising and transfers it to ERIR after approval;
ORS – PR system operator – advertising medical practice email list network (Yandex.Direct, Odnoklassniki, etc.);
token – a digital identifier issued by the ORD;
creative – PR material;
advertising marking – indicating the “Advertisement” identifier on any type of creative.
VK, which is also an ORD, reported that marking advertising on the Internet from September 1, 2022 means receiving a token, which is a link in the form of an alphanumeric code, when clicking on which the user finds himself on the site of the PR submitter, and can also find out the ORD that issued the token and the customer of the creative.
Yandex, in turn, provided information that advertising marking contains four stages:
Disclosure of customer information before publishing PR material.
Issuance of a token – a unique code with which ORD marks any approved creative.
Adding the “Advertisement” mark to every PR material.
Provision of other information about PR and campaign participants, including details of advertising system acts based on customer acts.
The Federal Antimonopoly Service issued a comment that when published on the Internet, mandatory labeling of any advertisement contains only the word "Advertisement". It must be accompanied by information about the advertiser and its website (Part 16 of Article 18.1 of the Advertising Law). The advertising data operator is obliged to report for transfer to the ERIR a large list of information, which is established on the basis of the Order of the Government of the Russian Federation dated May 30, 2022 No. 1362-r.
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"Absolutely Free Internet Advertising: 19 Options"
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Why is advertising labeling necessary?
Internet PR is a profitable business. According to estimates by ARIR (Association for the Development of Interactive Advertising), the total revenue of traditional areas of Russian digital advertising amounted to 323.6 billion rubles, showing a growth of 24%. At the same time, activities in this market have not been properly regulated at the legislative level for many years. Users were not protected from unfair advertising. Changes in the law are aimed at both strengthening control and protecting consumers.
Why is advertising labeling necessary?
Changes to the law on labeling online advertising should create the ability to control creatives posted on the Internet. The state seeks to ensure user safety and conditions for increasing the transparency of the PR market. Now, for example, it is much more difficult to advertise tobacco products and alcohol. Opportunities for the timely detection and suppression of calls for violence, actions inciting ethnic hatred, etc. are expanding. This should be facilitated by the Unified Information System (ERIR), the data of which allows for an adequate response to citizens' reports of violations, identifying the guilty party, and eliminating the possibility of publishing creatives that violate the requirements of the law.
The creation of this register made it possible to obtain a source of tax payments that are made when publishing advertisements, and at the same time a mechanism for monitoring their payment was formed. The state can also analyze the content of advertisements, their senders and recipients (previously, such an opportunity was available only in relation to advertising in the media, on radio and TV). This will help to avoid the influence of foreign individuals and organizations on domestic political and other socially significant processes. Thus, the state eliminates a black hole in legal relations that were previously not regulated to a sufficient extent.
ERIR is a unified register of Internet PR maintained by Roskomnadzor;
ORD is a PR data operator that checks advertising and transfers it to ERIR after approval;
ORS – PR system operator – advertising medical practice email list network (Yandex.Direct, Odnoklassniki, etc.);
token – a digital identifier issued by the ORD;
creative – PR material;
advertising marking – indicating the “Advertisement” identifier on any type of creative.
VK, which is also an ORD, reported that marking advertising on the Internet from September 1, 2022 means receiving a token, which is a link in the form of an alphanumeric code, when clicking on which the user finds himself on the site of the PR submitter, and can also find out the ORD that issued the token and the customer of the creative.
Yandex, in turn, provided information that advertising marking contains four stages:
Disclosure of customer information before publishing PR material.
Issuance of a token – a unique code with which ORD marks any approved creative.
Adding the “Advertisement” mark to every PR material.
Provision of other information about PR and campaign participants, including details of advertising system acts based on customer acts.
The Federal Antimonopoly Service issued a comment that when published on the Internet, mandatory labeling of any advertisement contains only the word "Advertisement". It must be accompanied by information about the advertiser and its website (Part 16 of Article 18.1 of the Advertising Law). The advertising data operator is obliged to report for transfer to the ERIR a large list of information, which is established on the basis of the Order of the Government of the Russian Federation dated May 30, 2022 No. 1362-r.
Read also!
"Absolutely Free Internet Advertising: 19 Options"
Read more
Why is advertising labeling necessary?
Internet PR is a profitable business. According to estimates by ARIR (Association for the Development of Interactive Advertising), the total revenue of traditional areas of Russian digital advertising amounted to 323.6 billion rubles, showing a growth of 24%. At the same time, activities in this market have not been properly regulated at the legislative level for many years. Users were not protected from unfair advertising. Changes in the law are aimed at both strengthening control and protecting consumers.
Why is advertising labeling necessary?
Changes to the law on labeling online advertising should create the ability to control creatives posted on the Internet. The state seeks to ensure user safety and conditions for increasing the transparency of the PR market. Now, for example, it is much more difficult to advertise tobacco products and alcohol. Opportunities for the timely detection and suppression of calls for violence, actions inciting ethnic hatred, etc. are expanding. This should be facilitated by the Unified Information System (ERIR), the data of which allows for an adequate response to citizens' reports of violations, identifying the guilty party, and eliminating the possibility of publishing creatives that violate the requirements of the law.
The creation of this register made it possible to obtain a source of tax payments that are made when publishing advertisements, and at the same time a mechanism for monitoring their payment was formed. The state can also analyze the content of advertisements, their senders and recipients (previously, such an opportunity was available only in relation to advertising in the media, on radio and TV). This will help to avoid the influence of foreign individuals and organizations on domestic political and other socially significant processes. Thus, the state eliminates a black hole in legal relations that were previously not regulated to a sufficient extent.