Moderation requirements for banners

Follow the recommendations to make sure your banner passes moderation on the first try.

Prohibited subjects
Banners in the following categories are not accepted for placement on the Yandex Home page:
  • politics
  • magic and esotericism
  • religious items and services
  • debt collection services
  • funeral products and services
  • dating websites or marriage agencies
  • services of detectives and private security companies
  • products and services for adults (such as sex toys and erotic materials);
  • Products that resemble weapons
  • website optimization and SEO services
  • services of disinfection and pest control
  • certain financial services and training courses on them (microfinancing, loan offers from individuals, binary options, Forex dealer activities, transactions with Forex dealers, etc.);
  • other topics that do not comply with Yandex editorial policy

This list is not exhaustive and can be changed by Yandex at any time.

Notices and restrictions

All information required by legislation and the Yandex Ad Serving Rules must be present in the creative, including age restrictions and notices. It must be clearly visible and easy to read.

Texts, website, link to site

Texts and the advertiser's website must meet the same requirements that apply to all other ads served on Yandex.Direct.

The link to the site must not contain a redirect that forcibly redirects the user to a URL other than the one specified in Yandex.Direct. Exceptions:
  • The user is redirected within the same resource (for example, from to
  • The user is redirected to a domain mirror, meaning a site with a different URL, but identical content.
  • The redirect performs a protocol change (for example, from http:// to https://).

In these cases, the redirect can be performed no more than 5 times.

Banner design

The creative can't have a frame or border.

Detailed requirements for the banners:

A banner that fully meets the above requirements is subject to an additional user perception check: the banner is benchmarked against the reference banners approved by our designers. If a banner gets a high rating based on the benchmarking results, it's likely that it will appeal to the target audience.

Banner display

The banner must meet the following rendering requirements:

  • Don't use graphical elements with fast movement, flashing elements, or blinking backgrounds.

    What is considered fast movement and blinking?

    Blinking is defined as changes in the color, saturation or brightness by more than 40% that occurs with a frequency of more than once every two seconds.

    Fast movement is a change in the location of an element on the creative over more than 100% of the element size or 50% of the banner size in one second.

    These are examples, rather than strict criteria for banner compliance with Yandex requirements. A creative with the above issues will most likely be rejected. However, there may be cases when a banner with fewer changes is identified as annoying, and vice versa, a banner with more changes might pass moderation. The decision is made individually in each case.

  • The time it takes to switch between frames should be sufficient to read all of the text shown on that frame.

  • Don't use graphic elements with poor quality, such as distorted or low-resolution images (with visible pixels), low-fi or noisy images, or images with compression artifacts.
  • The advertised site must open in a new window (and only open after a user clicks on the HTML5 banner).

  • HTML5 banners should display correctly and work the same way for all users on all platforms throughout the ad campaign in the following browsers: Yandex Browser 14 and higher, Google Chrome 14 and higher, Mozilla Firefox 14 and higher, Opera 14 and higher, Internet Explorer 9 and higher, and Microsoft Edge.

  • In HTML5, you can't use video or audio clips, script behavior that is annoying or malicious (like scripts that launch pop-ups or spoof IP addresses), browser extensions or plugins (Adobe Flash and others). The banner source code should not be obfuscated, meaning it should not be difficult to analyze.

  • HTML5 banners must meet CPU utilization requirements.

    CPU utilization requirements

    A computer with Intel Core 2 Duo P9600 2.53 GHz CPU, 2 GB of RAM, 64-800 MB of video memory, and the 64-bit version of Windows 7 Professional is used to test CPU utilization. A single page containing only the banner under testing is loaded. The banner shouldn't utilize more than 50% of the CPU over a measurable time period (a fraction of a second) or more than 70% of the CPU at any given moment. The Task Manager is used to measure CPU utilization.