Rules for placing outdoor advertising

Besides complying with Yandex.Direct rules, creatives must also meet the rules of partner operators of advertising surfaces. To pass moderation with Yandex.Direct and the operator, you need to correctly format your creatives and submit all necessary documents. Additional requirements for outdoor advertising are listed below.

  1. Text and images of people
  2. Warnings and legal information
  3. Age rating
  4. Additional requirements for placement of certain categories of products and services

Text and images of people

Texts and images in the creative must comply with the Yandex requirements. In addition:

  • If comparative or superlative words are used, the creative must also contain an objectively confirmed comparison criteria demonstrating the benefits of the product or service.
  • When using images of people, you must show that you have obtained permission to use these images.

Warnings and legal information

All information required by legislation and the Yandex Ad Serving Rules must be present on the creative. Requirements for legal information for the licensed categories and warning texts can be found in the Advertised subjects section, as well as in the list below:

Information sources

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.

Medicines, medical services, medical equipment

The advertising of medicines and medical services, as well as medical equipment, must warn about contraindications and advise to read the instructions or to consult a healthcare professional. For example: “Has contraindications, consult a healthcare professional”.

The warning must take up at least 5% of the creative area.

Dietary supplements

The advertising of dietary supplements (biologically-active additives) must contain a warning that the product is not medicine. For example: “Not a medicinal substance”.

The warning must take up at least 10% of the area of the creative.

Baby food

Ads for baby food (including formula) must indicate an age category and include a warning to consult a healthcare professional. For example, “Consult a healthcare professional. For children 11 months and older”.

Remote sales, online stores

Ads for online stores or remote sales of products must contain:

  • The name of the legal entity and details about its organizational and business structure.

  • OGRN

  • The registered address.

Shared-equity construction

The advertising for shared-equity construction must contain:

  • The name of the legal entity and its organizational and business structure.

  • Information about the location and how to obtain the project declaration.

For example, “ the project declaration on the advertised site. Developer ‘Teremok’.

Sales

The advertising of sales must contain their dates.

Motivational and promotional events (limited-time offers, lotteries, competitions)

The advertising of motivational and promotional events must contain:

  • 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.

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”.

Financial services

The advertising of financial services must contain the name of the legal entity 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 warning. For example, “Consulting in selection of financial services/organizations”.

Warnings and legal information must be clearly perceived in conjunction with the ad, without any special tools or actions needed. They must be visible on the screen throughout the video in each frame. If legal information or warnings are placed on top of other design elements, they must be shown in a bar ensuring high-contrast rendering.

Age rating

Advertising that is subject to 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+). These include the following ad types:

  • Databases and software.
  • Films, games, and music.
  • Concerts, exhibitions, festivals, shows, presentations, sporting events, and other spectator events (but not theaters, concert halls or other venues themselves unless specific content is referenced in their advertising).
  • Print media (newspapers, magazines and books).
  • Specific 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 be 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 certain categories of products and services

Please note additional placement requirements for the following 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 placement.

Moreover, 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 placement.

It is prohibited to advertise medical appliances and devices that require special training. You must provide instructions for the advertised medical device to place the ad.

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, secondary-vocational, or higher education (if education is concluded by issuing a document of education), 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 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, and insurance. You are not allowed to specify only part of the credit or loan terms and conditions.

All information required by legislation must be present in 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

Employment ads must not discriminate between candidates. Only the candidate requirements listed in the Russian Federation applicable regulations can be used, i.e.:

  • Professional education.

  • 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 contain discriminatory restrictions contained in the Federal law No. 3-FZ “On police”.