Ad layout

Your ad needs to satisfy certain requirements in order to pass moderation.

Note.

Yandex does not accept advertisements for certain products and services, and also applies additional rules to certain subjects. This is due to legal restrictions and Yandex's Advertising Requirements.

Title, text, and callout

The text of the ad and callouts must clearly state the subject of the advertisement (the product or service).

Comparative or superlative forms of words can be used in your ad text and callouts only if your website contains an independent expert conclusion on the advantages of your product or service over other products or services. If no such conclusions are available, do not use words in superlative form.

If you are advertising a news resource, you must clearly indicate in the text that the link leads to an news media site. Use phrases like “see more” and “details at” to convey this. The ad text should relate to the title and contents of the news article and lead to the webpage where the full version of the article is published.

Ad titles, texts, and callouts must not contain:
  • Slang, rude words, or colloquial expressions
  • False information (knowingly misleading promises and statements)
  • Aggression provocations to inflict cruelty or violence
  • Repetition of the same words or phrases
  • Contact information (for example, phone numbers, email addresses)
  • Words or phrases in foreign languages (except for brands and trademarks)
  • Prices in foreign currencies
  • Distressing words or phrases (for example, “terrorist attack”, “murder”, “death”, “peril”)

Make sure the following are not present in ad texts:

  • Typos, grammar, and spelling mistakes
  • Words written with spaces between each l e t t e r
  • Words written in ALL CAPS (with the exception of abbreviations like DIY)

Website and links

Please make sure that the landing page that your ad leads to meets Yandex's requirements:

  • It is relates to the ad text
  • It is accessible and displays properly in all web browsers
  • It does not include malicious content, links to phishing websites that steal personal data, or redirects to third party websites
  • It does not contain pop-ups or pop-unders (except contact forms for online consultations, etc.)
  • The ad block does not cover more than half of the first screen
  • Information about discounts, products, or services mentioned in the ad is clearly visible on the landing page
  • If the ad link leads to a website in a language other than that of the ad, you must let the user know about this in the ad's text.

If you use sitelinks please make sure that they meet the following requirements:

  • The domain of a sitelink must match the domain of the main link from an ad. An exception is a link to a page in a social network or on Yandex.Market.
  • If there are several sitelinks in the ad, they must refer to different parts of the website. If the website contains only one page, the sitelinks must refer to different parts of that page.
  • Sitelinks should not duplicate the main ad link.
  • Make sure that the sitelink texts and descriptions:
    • Do not contain typos or grammatical errors and that the words are not capitalized and don't contain spaces between letters
    • Reflect the contents of the landing page
    • Are not duplicated
    • Do not contain contact information
  • Relates to the ad text

  • Does not contain transliterated words

  • Does not contain symbols other than -, , /, %, #

  • Meets the same requirements as the ad text

Keywords

Keywords must be directly related to the ad content.

Avoid general keywords that do not precisely describe your product or service, e.g.: buy, apartment, discount. Replace them with phrases that articulate what your offer is: buy discount carseat, buy apartment in the center of Moscow and so on.

Ads for “adult” products and services can only be served in response to narrow search terms entered by users who have clearly requested such content. For example, when advertising erotic lingerie, the use of more general keywords, such as underwear, is not allowed.

vCard

An ad's vCard should contain a contact phone number. Make sure the phone number is valid. Moderators will call during the organization's office hours.

You can add the following details: the contact person's name and detailed information about a product or service. Text in a vCard must meet the same requirements as ad text.

In case of online sales (if you have no retail points of sale), specify the organization's name, its OGRN (main state registration number for legal entities), or OGRNIP (main state registration number for individual entrepreneurs).

Images and icons for mobile apps

Make sure that the image:
  • Is high-quality and high resolution

  • Matches the title, ad text, and contents of the landing page

Logos, watermarks, and text on the image should not take up more than 20% of the entire image. Cases where this written material is found on the product's packaging, in app screenshots or in image ads are the exceptions.

Furthermore, image text must meet the same requirements as ad text.

Interface elements must lead to a site or launch an app. This may be a button with text like “More”, “Order”, or “Purchase”. Do not add interface elements that can mislead the user or do not do what they are supposed to, such as buttons that play videos or close windows.

Images should not contain the following:

  • Products or logos of your competitors (for example, to compare the quality of products)

  • Goods and services that can not legally be advertised or whose advertisement is restricted (weapons, alcohol, narcotic and psychotropic substances, tobacco products, smoking accessories, gambling, etc.)

  • Contact information

  • Design elements from Yandex webpages

  • Empty areas, or a single color area that takes up more than 20% of the whole image

You can use the image of a product that is similar in appearance to a weapon if it is plain and clear that the advertised product is not actually a weapon.

Images for advertising funeral services or adult only products are not accepted. Images with an erotic or sexual subtext may not be accepted, as well as images whose meaning is ambiguous or that may shock the user or provoke a negative response.

The app icon in ads for mobile apps must not contain images and text referring to products and services that are prohibited or restricted from being advertised by the laws of the Russian Federation (weapons, alcohol, narcotic and psychotropic substances, tobacco products, smoking accessories, gambling, etc.).

Image ads

Requirements for the creative in image ads differ from those for other types of pictures. Notably, you can use your logo and contact information.

All information required by legislation and Yandex's Ad Serving Rules must be present in the creative, including age restrictions and warnings.

Creative must have clear visible borders and an opaque background. The border color must not match the background color. Ad creative cannot be deformed, contain compression artifacts, or be presented in a form that makes it difficult to understand (obfuscated).

The text in the ad creative and the advertiser's website must meet the same requirements that apply to all other ads served on Yandex.Direct.

The ad text should be present on the creative itself, and the text's color should contrast against the background and be easily readable (please avoid overly bright colors).

You cannot use rapid animations, flickering graphic elements, or a flashing background when using GIFs for your creative. The time it takes to switch between frames of animation should be sufficient to read all of the text shown on that frame.

Interface elements in the creative must lead to the site or launch the app. This may be a button with text like “More”, “Order”, or “Purchase”. Do not add interface elements that can mislead the user or do not do what they are supposed to, such as buttons that play videos or close windows.

Video extensions

All information required by law and the Yandex Ad Serving Rules must be present in the ad creative for the video extension, including age restrictions and warnings.

You can upload your own background video clips into the Ad Builder for video extensions. Your video clips should be high quality and clear with no compression artifacts. You cannot use rapid animations, flickering graphic elements, or a flashing background for your video clip animation. Videos should not contain the following:

  • Interface elements that can mislead the user or do not do what they are supposed to
  • Images that don't reflect the ad text or content of the landing page
  • Images that send a vague message, are shocking, or provoke a negative response
  • Realistic-looking images of illnesses, medical procedures/operations, or acts of war
Check the audio to ensure the following:
  • Speech should be grammatically correct and easy to understand, and the audio should be free of background noise and harsh or excessively loud sounds
  • Audio should match the title, ad text, and content of the landing page
  • Audio should be in sync with the video clip
Don't use sounds that imitate traffic (sirens, horns, screeching brakes, etc.) because this may present a danger to those in traffic
Attention.

The full list of advertising rules and requirements is given in the following documents: