Special rules for ad placement

Payment

Rather than paying for impressions, you only pay for clicks on your ad that occur during the first 48 hours after it's posted in a channel. After 48 hours, your ad post will be automatically removed from the channel.

Let's say you launched a campaign on Monday at 9:00. On Tuesday at 11:40, your ad was posted in a relevant channel. You will pay for all clicks on your post that occurred between 11:40 on Tuesday and 11:40 on Thursday. After this period, the post is deleted.

Ad impressions

Start of impressions

Due to the unique nature of ads in messengers, it may take longer for your campaign to start running than it does with standard network ads.

Impressions end

If you set a campaign end date under “Campaign dates”, new post publications stop 48 hours before that date. The existing posts will continue to generate impressions for 48 hours after their publication.

For example, suppose you set the campaign dates from January 1 to January 14. This means your ads in messengers will stop running on January 13 at 00:00. This ensures that your advertising expenses end before the specified campaign end date.

Ad labeling

Yandex automatically adds a link to the "About advertiser" page to your ad, so you can place the labeling information on that page rather than in the ad.

Restricted topics

Ads in messengers can't feature sensitive topics, magic, military content, items structurally similar to weapons, including accessories for such items or for actual weapons, tragic or adult content, social impact ads (PSA).

Disable impressions

If needed, you can exclude specific channels in Telegram or MAX from showing your ads after your campaign is created.

To do this, add the channel URLs to the corresponding field in your campaign settings:

• Use the format https://t.me/name for Telegram.
• Use the format https://max.ru/name or https://web.max.ru/name for MAX. You only need to enter the channel link in one format — the exclusion will apply to all versions of the messenger.

If your channel is monetized in an advertising network, add it to the list.

Ad placement in Uzbekistan

Geotargeting and ad language

• Advertising can be launched with combined geotargeting at Russia and Uzbekistan within a single campaign. However, for better optimization, we recommend creating individual ads for each country. If ads are in Uzbek, such advertising may be irrelevant for Russian channels.

• You can launch ads with impressions in Uzbekistan in both Uzbek and Russian. We recommend using only one language per ad. If you use text in two languages, the system may incorrectly identify the primary language, hence reducing the reach.

Restricted topics

Ads in messengers can't feature banking services, loans, sensitive topics, underwear, magic, military content, items structurally similar to weapons, including accessories for such items or for actual weapons.

For more information about goods and services that are prohibited or restricted from advertising in Uzbekistan, see General Terms and Conditions. Advertising Requirements.

Ad design

• We do not recommend using images of women with exposed body parts (shoulders, cleavage, legs, for instance in ads for sportswear). It is prohibited to use materials that are unethical and contradict national and family traditions. Images of people hugging or kissing are not permitted.

• In medicine advertisements, it’s advised to avoid images of recognizable personalities, medical professionals, or individuals whose appearance imitates that of doctors.

• It is not recommended to specify foreign currencies in ads.

Ad placement in Kazakhstan

Geotargeting and ad language

• You can launch ads targeting both Russia and Kazakhstan within a single campaign. However, for better optimization, we recommend creating separate campaigns for each country. Ad posts in Kazakh language may be irrelevant for Russian channels.

• You can launch ads with impressions in Kazakhstan channels in both Kazakh and Russian. We recommend using only one language for each audience settings group. If you use text in two languages, the system may incorrectly identify the primary language, hence reducing the reach.

Restricted topics

Ads in messengers can't promote:

• Alcoholic beverages.
• Infant formula.
• Smoking products and accessories.
• Any adult content, except sex shops.

For more information about goods and services that are prohibited or restricted from advertising in Kazakhstan, see Regulations for placing advertisements on Yandex. Advertising requirements.

Ad placement in Türkiye

Geotargeting and ad language

You can launch ads targeting both Russia and Türkiye. To do this, create separate ad campaigns for each country.

If your ads in messengers are targeting Türkiye, the ad text must be in Turkish.

If you're targeting Russia, the ad text must be in Russian.

Restricted topics

Ads in messengers can't promote alcoholic beverages, tobacco products, medical services, medicines, weapons, gambling, magic, adult products, or similar categories.

More information about goods and services whose advertising is restricted or prohibited in Türkiye can be found in the document Rules for Placing Ads on Yandex.

For messenger channel owners

If you have a channel on Telegram or MAX, you can make money by running ads. Learn more about monetizing channels.

Have questions?

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If you select Telegram or WhatsApp, keep in mind that Yandex does not control and is not liable for how third-party messengers store your data and chat history.