Advertising Requirements

This document is a translation of Advertising Requirements in English. In case of conflict between the Russian version of Advertising Requirements and this translation - only the Russian version of Advertising Requirements is legally binding. The Russian version of Advertising Requirements can be found here: https://yandex.ru/legal/direct_adv_rules/?lang=ru.

Ads served by Yandex.Direct should conform to the requirements stated at the present document and to the provisions of the “General Provisions. Advertising Requirements” available at https://yandex.com/legal/general_adv_rules_ch/. Present requirements shall not apply to the Smart banner.

An ad, except the clarifications and quick links, should consist of*:

1. For ads, excluding ads, created with help of additional functionality «Ads for Mobile Apps»:

  • headline – limited to 35 characters including spaces and punctuation marks (excluding full points, commas, quotes ("), colons, semicolons, marks of exclamation) and to 15 following punctuation marks: full points, commas, quotes ("), colons, semicolons, marks of exclamation. To the extent technically feasible the additional headline may be added to such ad – limited to 30 characters including spaces and punctuation marks (excluding full points, commas, quotes ("), colons, semicolons, marks of exclamation) and to 15 following punctuation marks: full points, commas, quotes ("), colons, semicolons, marks of exclamation. In this case, the headline and the additional headline shall be separated with the dash mark «–». Yandex does not guarantee that the additional headline will be displayed;

  • text – limited to 81 character including spaces and punctuation marks (excluding full points, commas, quotes ("), colons, semicolons, marks of exclamation) and to 15 following punctuation marks: full points, commas, quotes ("), colons, semicolons, marks of exclamation;

  • URL link and/or contact information;

2. For ads, created with help of additional functionality «Ads for Mobile Apps»:

  • headline – limited to 33 characters including spaces and punctuation;

  • text – limited to 75 characters including spaces and punctuation;

  • URL link and/or contact information.

The ad's headline, the text and the quick links and clarifications in Russian should be grammatically correct and free of spelling errors. The keywords, to which the ad will be displayed, should match the ad's content.

URL link in the ad should match its content and should function properly. You cannot use IP-address for domain name.

The contact information should be valid and correct, and the telephone information should not differ from the information in the ad.

The headline, the text and the quick URL links and clarifications cannot not contain:

  • spaces between letters in w o r d s and uppercase words, with the exception of abbreviations, which consist of the first capital letters of several words (USSR, CIS etc);

  • telephone number, e-mail, mailing address or instant messaging number;

  • HTML code

Trying to place a large number of identical ads (ads with identical texts, URLs, keywords), even if through different advertising campaigns, is considered as spam. These ads will be rejected at any stage of advertising campaign.

If the Ad Serving Rules (https://yandex.com/legal/direct_display_rules_ch/) provide for the possible display of the Ad with the clarifications and/or quick links, such clarifications and/or quick links provided by the Advertiser shall correspond with the technical requirements set forth in the client web -interface.

*Whenever the Ad Serving Rules (https://yandex.com/legal/direct_display_rules_ch/) allow to perform an Impression of an ad containing a graphic image (hereinafter – “image”), provided by the advertiser as a part of the ad, the Image should comply with the respective technical requirements (i.e., the size, file format, etc.) specified in the client web interface, as well as the requirements below:

1. The image should be legible and of high quality and should not contain any compression artifacts (any upsampled or interpolated images obtained from lower resolution images are not accepted).

2. The ad image should correspond to the title /text of advertising, web-page content containing an advertising offer. The ad image should satisfy current Russian legislation including advertising legislation, Yandex advertising requirements, in particular the advertising policy requirements.

3. The image should not contain:

  • graphical elements of the user interface or advertising platforms design, which can confuse the user, i.e. elements inducing the user to click them (for example: "Play" button intended for opening a video, or "X" button intended for closing a window, etc.) but not furnishing the desired result (video running, window closing, etc.);

  • text / logotypes / watermarks taking more than 20 % of the image area, except for the text placed on the goods label (for example: book covers, album covers, posters) or built in the screenshot of a game or application;

  • products or other attributes of the advertiser competitors;

  • overly explicit depictions of clothes and underwear on a human body, obscene and offensive looks when advertising fitness, beauty shops, tourism and other services;

  • images strongly associated with fake news and any other “tabloid” content. For example, before and after pictures, “imperfect” naked body parts, sexually explicit poses, etc.;

  • intimate photos / photos of intimate items.

4. The image should not contain any solid fill (i.e. one-color parts) occupying over 20% of the entire image and/or any empty spaces displaying no image components.

5. When the Advertiser uses the Display Link functional, the Display Link shall meet all requirements to the ad text specified herein.

When showing the Display Link, it is not allowed to use any special symbols, except “№”, “#”, “/” and “%”. Spaces, dashes and underscores can be automatically replaced by hyphens. The Display Link shall be relevant to the rest of the ad text.

Please, note:

Yandex LLC reserves the right to reject any advertisement at post moderation stage of advertising campaign without stating the reason.

Date of publication: 15.08.2017.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/21072017/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/18042016/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/29032016/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/28032016/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/01122015/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/19102015/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/22062015/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/30042014/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/06032014/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/10022014/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/24102013/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/20032013/.

Previous version of the document: https://yandex.com/legal/direct_adv_rules/20092011/.