Advertising Requirements

Ads served by Yandex.Direct should, first and foremost, conform to Yandex Advertising Requirements (

Your Advertisement should consist of:

  • 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 Advertisement's headline and text should be grammatically correct and free of spelling errors. The keywords, to which the ad will be displayed, or catalogue categories, where the ad will be placed, 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, or the URL link 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

Yandex.Direct cannot serve ads, which mislead customers about quality, quantity or consumer properties of the advertised product contain false information or competitive claims (which is specifically prohibited by applicable law. When Advertisements submitted by the Customer are geo targeted to the Russian Federation and/or Ukraine, these Advertisements should satisfy the requirements of the Russian law and/or Ukrainian law).

If the Advertisement contains superlative adjectives and/or includes testimonies about the advantages of a certain product over other products, the ad link should lead directly to the page on the advertiser’s website where this information is supported by the relevant third-party/independent research.

Yandex.Direct cannot serve ads, which were created for the sole purpose of monetizing the website using advertising programs. A website can qualify as such, for example, if more than half of its 1st screen is devoted to advertisements. Also see “How does a quality website differ from a faulty website?” (

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.

Please, note:

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