Smart banner. Advertising requirements
Advertising materials in the Yandex.Direct system shall comply with the requirements set forth in this document as well as with the requirements set forth in the “General Terms and Conditions. Advertising Requirements” (https://yandex.ru/legal/general_adv_rules_ch), “Regulations for Placing Advertisements on Yandex” (https://yandex.ru/legal/adv_rules_ch).
The Advertiser shall be prohibited to place banners with advertising of alcohol, beer and beer-based beverages; tobacco, tobacco products and smoking accessories; risk-based games and bets; weapons; drugs, medical equipment, medical devices, medical services and treatment methods; dietary supplements; financial services; securities, pyrotechnics, abortions and baby food along with any other advertising violating laws of the Russian Federation, laws of the Advertiser’s country of residence or any other applicable laws and third-party rights, including intellectual rights.
Format advertising material: banner (pixels): 240х400, 240х600, 300х250, 728х90, 300х500, 300х600, 970х250.
All banner element links shall comply with the following rules:
1. The maximum number of characters in links contained in a banner (URL) shall not exceed 1024 characters.
2. Links (URL) to a site (an Internet resource whose address (URL) is specified by an Advertiser for a specific advertisement) are only accepted in UTF-8 coding.
All text elements contained in a banner with dynamic content shall comply with the following requirements:
The ad text must be in Russian, contain no spelling mistakes and be grammatically correct. The text shall be legible (distinguishable) against the banner's color background. Prices and the call-to-action button (for example, “Buy”, “Book”, etc.) (if available) must also be legible (distinguishable). Advertising texts may not contain the following:
Interspacing (words with spaces between l e t t e r s) and uppercase words. Exceptions include abbreviations consisting of initial letters (USSR, USA, etc.);
phone numbers, e-mail addresses, postal addresses, icq numbers or other online messaging addresses;
- html code.
An advertisement consists of a fixed and a changeable part.
The constant component of the banner includes (at the Advertiser’s discretion):
The Advertiser’s logo
A special offer (if available)
A link (URL) leading from the special offer to the Advertiser’s website
Information on promotional events and discounts (if applicable)
Information which must be provided in accordance with the requirements of the Federal Law On Advertising
Legal information relating to the vendor of goods/services.
- A call-to-action button (for example, “Buy”, “Book”, etc.)
A file containing an Advertiser’s logo shall be no more than 800 pixels wide and 800 pixels high. The file size shall not exceed 50 KB.
It is not permissible to use low-quality logos in advertisements, including:
- logos with distortions and noise (artifacts) due to file compression
- low-resolution logos, logos with low-definition graphics and pixels
- logo text shall be contrasting and easily readable
Advertising materials shall comply with the requirements of Russian legislation, in particular, requirements of the Federal Law On Advertising.
Information stipulated by the Federal Law On Advertising must be provided (no more than 130 characters – for information on the vendor of goods; no more than 55 characters – for information on the duration and terms and conditions of a promo/event (if applicable).
The changeable component of a banner includes (at the Advertiser’s discretion):
Image of goods, work or service
Offer (name of product offering)
The previous price of goods, work or service
The new price of goods, work or service
The discount on goods, work or service
A link (URL) leading from the goods, work or service to the Advertiser’s website
Additional configurable parameters.
Requirements for images of goods, work or service
Supported formats: JPG, PNG, GIF.
Image size: At least 100 pixels for all sides.
The image shall be high quality (including, but not limited to: pictures should not be blurred, have visible pixels, be stretched vertically or horizontally, etc.), sharp, without compression artifacts (images produced from lower definition images by upsampling or interpolation).
The image of the advertising offer in the Changeable part of the banner shall correspond to the advertising object and the contents of the website page to which the advertising link leads. The image of an advertising offer shall comply with the applicable legal requirements, including, but not limited to, legislation regarding advertising, competition protection, intellectual property, as well as with the requirements for advertising materials specified by Yandex, including the Yandex advertising policy.
The advertising offer image shall not contain:
Graphic user interface elements (e.g., buttons, cursors, text link text) or advertising platforms design;
Any form of text, except: (a) words such as “promo”, “discounts”, “sale” or other similar words, if this information must be presented in the advertising text itself and on the website page containing the advertising offer; (b) the name of goods and/or trademark, which is an integral part of the package of the product itself;
Images of people, animals, except where such image is used on the package of the product being advertised or on the product itself, or where it is impossible for the consumer to understand the product and/or service being advertised without an image of this product and/or service being advertised in the context of a human body and/or parts thereof (for example advertising of footwear, clothes, makeup and hairdressing services);
- Products or other symbols of the Advertiser’s competitors.
The description of an advertising offer shall comply with the applicable legal requirements, including, but not limited to, legislation regarding advertising, competition protection, intellectual property, as well as with the requirements for advertising materials specified by Yandex, including the Yandex advertising policy.
Requirements to certain categories of goods
- No smart banners advertising jewelry in case of distance selling are accepted, including smart banners referring to the delivery of products, containing the Buy button, etc.
Date of placement: 28 October 2016
Effective Date: 28 October 2016
Previous version of the document: https://yandex.com/legal/direct_adv_rules_smart_banner_ch/11082016
Previous version of the document: https://yandex.com/legal/direct_adv_rules_smart_banner_ch/05072016
Previous version of the document: https://yandex.com/legal/direct_adv_rules_smart_banner_ch/09122015
Previous version of the document: https://yandex.com/legal/direct_adv_rules_smart_banner_ch/01122015