Labeling of ads
About the new law
What do I need to label? According to the new law, all online advertising displayed in Russia must be labeled following specific guidelines.
Labeling ads consists of 4 main actions:
- Submit information about the end customer before placing an ad.
- Acquire a token (a unique identifier for the ad assigned by the advertising data operator for each creative).
- Add an “Ad” label to all creatives.
- Submit all remaining information about the ad and related participants as dictated by the new law.
What does not need to be labeled?
The labeling law applies to most advertising formats, but there are some exceptions. For example, email newsletters and push notifications are not subject to mandatory labeling.
Who is affected?
All parties involved in the ad: advertisers, advertising systems, publishers, and intermediaries (including agencies and freelancers). Advertising data operators will submit information from all these parties to the Unified Register of Online Advertising, an advertising tracking system created by Roskomnadzor.
How can Yandex help?
Yandex will act as an advertising data operator, simplifying the process of compliance with the new law. We will issue tokens for creatives and store them for at least one year. We will also automatically submit data to the Unified Register of Online Advertising.
What data will be submitted to the register?
- Data on advertising creatives.
- Data on contracts and invoices for advertising.
- Data on the parties involved in the ad.
- Platform-accurate statistics.
All involved parties will have access to the information submitted, as will the Federal Antimonopoly Service (FAS), the Federal Tax Service (FNS), and Roskomnadzor. Each party will additionally gain access to any information that directly relates to that party itself.
Please note that analytics services such as Yandex Metrica and Google Analytics will not participate in labeling. This is also true of reporting tools such as Power BI and Tableau, as well as ad management services.
How to comply with the new law
Here’s what you should submit before launching an ad campaign with Yandex Direct:
Data on the end advertiser
- For legal entities and sole proprietors: TIN, VAT, or other registration number (for non-residents of the Russian Federation).
- For individuals: TIN or phone number.
Data on advertising creatives
- Advertising creative token (assigned automatically)
- ClientID (assigned automatically)
- Client Login
- Ad campaign
Data on the end advertiser
- For legal entities and sole proprietors: TIN, VAT, or another registration number (for non-residents of the Russian Federation).
- For individuals: TIN or phone number.
What to submit after launching an ad campaign with Yandex Direct:
We are currently developing a separate partner interface. Here, at the end of each month, we will collect information about all the work carried out between when the invoices were generated and the 30th of the month following the reporting month. This data includes:
- Information on all party organizations
- Information on contracts and invoices with your clients
- Information on invoices
- Information on advertising creatives
- Information on the advertising system:
Key terms
Unified Register of Online Advertising
A tracking system created by Roskomnadzor
Advertising Data Operator
An aggregator of information to be submitted to the Unified Register of Online Advertising
Token
A numeric identifier that the Advertising Data Operator automatically assigns to each advertising creative
Ad labeling
The addition of an “Ad” label to creatives, the labeling of creatives with tokens, and the name of the end advertiser
FAS
The Federal Antimonopoly Service of the Russian Federation
Federal Tax Service
The Federal Tax Service of the Russian Federation
Roskomnadzor
The Russian Federal Service for Supervision of Communications, Information Technology, and Mass Media
FAQ
If this is the case, nothing will change for you.
These changes apply to all creatives targeting the Russian Federation, regardless of your status as a resident or non-resident.
Starting September 1, 2022, online advertising must be labeled in accordance with certain guidelines under Russian law. We’ve done everything we can to make the transition as smooth and easy as possible.
We guarantee the security of your data.
All parties involved in the ad placement.
The regulation does not limit the number of advertising data operators that you can collaborate with. However, when setting up ad campaigns using Yandex Direct, it is easiest to transfer and store data with the Yandex operator.
If you advertise using Yandex Direct and set Yandex as your advertising data operator, your token will be generated automatically before your ad is published. All you will need to do is fill in your TIN and phone number on your Yandex Direct account page.
Data is only submitted to the register after it is disseminated. If an advertising campaign is canceled, data won’t be submitted to the register.
Yes. You will need to get a new token for each creative. With Yandex, this is done automatically.
Currently, you are required to enter your TIN and phone number.