Rules for placing outdoor advertising
Creatives must follow the technical requirements, the Yandex.Direct guidelines, and the rules of partner operators of advertising surfaces. To pass moderation with Yandex.Direct and the operators, you need to correctly format your creatives and submit all necessary documents. The entire moderation process may take up to 7 days. Additional requirements for outdoor advertising are listed below.
- Text and images of people
- Notices and legal information
- Age rating
- Additional requirements for placement of ads for certain categories of products and services
Text and images of people
Texts and images in the creative must comply with the Yandex requirements.
- If you use comparative or superlative expressions, the creative must include objective confirmation of the comparison criteria and proof of the advantages of the product or service.
- If the text contains words in a foreign language (including a brand name, trademark, or slogan), the notice must contain the “*” symbol followed by the translation to Russian.
- The advertised object must be clearly defined in the ad text or notice (for example, not simply “flowers”, but “flower shop”).
When using images of people, you must show that you have obtained permission to use these images.
Notices and legal information
All information required by law and the Yandex Ad Serving Rules must be present on the ad creative. Requirements for legal information for the licensed categories and notice texts can be found in the Advertised subjects section as well as in the list below:
For legal entities: the name of the legal entity and details about its organizational and business structure, the Principal State Registration Number (OGRN), and legal address.
For individual entrepreneurs: the full name of the individual entrepreneur and the Primary State Registration Number of the Individual Entrepreneur (OGRNIP).
The name of the legal entity and its organizational and business structure.
Information about the location of the project declaration.
Information on the duration of the event.
Where one can find information about the organizer of the event, the rules of the event, the number of prizes or the amount of winnings, the duration of the event, the location of the event, and the procedure in which the prizes or winnings are received.
The source of the advertised product or service must be explicitly indicated in the creative. You can meet this requirement by placing the logo, name of the company or brand, or full name of the individual entrepreneur.
The advertising of medications, medical services, medical devices and equipment must warn about contraindications and advise to read the instructions or to consult a healthcare professional. Example: “There are contraindications. Consult a healthcare professional”.
The notice must take up at least 5% of the creative area.
The advertising of dietary supplements (biologically-active additives) must contain a notice that the product is not medication. Example: “Not a medicinal substance”.
The notice must take up at least 10% of the area of the creative.
Ads for baby food (including formula) must indicate an age category and include a notice to consult a healthcare professional. Example: “Consult a specialist. For children 11 months and older”.
Ads for online stores or remote sales of products must contain information about the seller:
The advertising for shared-equity construction must contain:
Example: “Project declaration on the advertised site www.example-site.ru. Developer ‘Teremok’ ”.
The notice font size must be 2 times larger than the minimum allowed text size (24 pixels for super sites and 48 pixels for billboards).
The advertising of sales must contain their dates.
The advertising of motivational and promotional events must contain:
Example: “The contest is held from 07/10/2019 until 07/30/2019. For details about the organizer, rules, quantities, dates, and prize issuing procedure and place, please visit www.example-site.com”.
The advertising of financial services must contain the name of the legal entity that provides the services and details about its organizational and business structure and the source of information which is subject to disclosure in accordance with the legislation of the Russian Federation.
Ads for assistance in selecting financial services and organizations must contain a notice. Example: “Consulting in selection of financial services/organizations”.
Notices and legal information must be clearly seen while viewing the ad, without any special tools or actions needed. They must be visible on the screen throughout the video in each frame. Legal information, notices, and warnings placed on top of other design elements must be shown in a bar to ensure high-contrast rendering.
Advertising of mass-media content that is subject to classification under Russian Federal Law No. 436-FZ“On Protecting Children from Information Harmful to Their Health and Development” must contain age ratings (0+, 6+, 12+, 16+, 18+). This applies to ads for:
- Databases and software.
- Films, games, and music.
- Concerts, exhibitions, festivals, shows, presentations, sporting events, and other entertainment events (but not theaters, concert halls or other venues themselves unless specific content is referenced in their advertising).
- Print media (newspapers, magazines, and books).
- Programs and shows on TV and radio (but not TV channels and radio stations themselves unless specific programs are mentioned in their advertising).
The age restriction must take up at least 5% of the creative area and must be visible on the screen throughout the video in each frame.
Additional requirements for placement of ads for certain categories of products and services
Please note additional placement requirements for the following ad topics:
- Medical services
The creative must meet the requirements listed in the Medical services section. All the documents specified in this section are required for its placement.
If the advertised brand name differs from the name specified in the license, the creative must indicate the legal name and license details (number and date of issue) of the organization that actually provides the medical services. This information must be displayed in every frame throughout the video.
- Medical appliances and devices
The creative must meet the requirements listed in the Medical appliances and devices section. All the documents specified in this section are required for its placement as well as instructions for the advertised medical appliance or device.
It is prohibited to advertise medical appliances and devices that require special training.
- Developers, shared-equity construction
To advertise property under construction, you must provide the following documents:
- Construction permit.
- Certificate of title or land lease agreement.
- Confirmation of the developer and project declaration compliance with the requirements established by Federal law No. 214-FZ “On participation in shared-equity construction of apartment buildings and other real estate objects”.
For placing ads for commissioned real estate objects:
- Commissioning permit or conclusion.
- Education services
To advertise education services, including primary, secondary, vocational, or higher education (if a certificate or diploma is issued upon completion), you must submit an educational license.
- Financial services
The creative must meet the requirements listed in the Financial services section. All the documents specified in this section are required for its placement.
- Additional requirements for content
The advertising of financial services must not guarantee return on investment or promise efficiency of financial management.
If credit or loan terms are mentioned in the creative, they must be specified in full: the amount of payments, interest rate, due date, insurance, and other conditions. You are not allowed to specify only part of the credit or loan terms and conditions.
All information required by law must be present on the creative. The information must be on the screen throughout the video in each frame.
- Additional requirements for documents
To place ads for leasing services, you must submit your OGRN certificate.
Employment ads must not discriminate between candidates. Only requirements related to a candidate's competence can be used. These include:
Years of experience in the area of expertise.
Knowledge and skills in the area of expertise.
The exception is restrictions on employment regulated by law. For example, an advertisement for a police officer position may include special requirements contained in the Federal law No. 3-FZ “On police”.