To pass moderation, your ad should be formatted correctly:
The ad text should accurately specify the object (product or service) of the advertisement.
Comparative or superlative forms of words can be used in your ad text 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 advertise a news resource, please use a phrase in the ad's text indicating that the link leads to an information site. For this purpose, use phrases with such words as “see more” and “details at”. If an ad text contains information about a news article published on the advertiser's site, then the ad should lead to the webpage where said article is published.
The following is not allowed in headers and texts:
Make sure the following are not present in ad texts:
If you use sitelinks please check whether they meet the following requirements:
The 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. The text in the vCard must meet the same requirements as the 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).
Make sure that the image:
is high-quality and sharp
matches the heading, ad text, and content of the page the ad redirects to
Logos, watermarks, and text on the image must not take up more than 20% of the entire image. The exception is cases when they are found on the product's packaging, in screenshots of an application, or in the images used for image ads.
Furthermore, image text must meet the same requirements as ad text.
Interface elements must lead to the site or launch the application. 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 must not contain the following:
products or logos of your competitors (for example, to compare the quality of products)
goods and services, the advertising of which is forbidden or restricted according to the laws of the Russian Federation (weapons, alcohol, narcotic and psychotropic substances, tobacco products, smoking accessories, gambling, etc.)
design elements of Yandex webpages
empty areas, or a single color area making up more than 20% of the whole image
It is allowed to use the image of a product that is similar in appearance to a weapon if you can deduce without ambiguity that the advertised product is not a weapon.
Images for advertising funeral services are not accepted.
Images are shown in the ad networks (YAN and ad exchanges).
Image ads look like images; clicking on them send you to the advertiser's site. These images may contain text and moving elements. Image ads should meet all the requirements listed above that apply to the advertiser'stext and website.
Requirements for pictures in image ads differ from those for other types of pictures. Notably, you can use your logo and contact information.
Image ad pictures should have clear borders and backgrounds that aren't transparent. Ad text should be located on the image itself, contrast in color and be easily readable.
You cannot use rapid animations, flickering graphic elements, or a flashing background when using GIFs for your image ad. The time it takes to switch between frames of animation should be sufficient to read all of the text shown on that frame.
All information required by legislation and Yandex's ad serving rules must be present on the image of an image ad.
Advertising products and services, which are covered by the Russian Federal Law "On Protecting Children from Information Harmful to Their Health and Development", must contain age ratings (0+, 6+, 12+, 16+, 18+).
The source of the advertised product or service must be explicitly indicated in the ad. You can meet this requirement using the logo, the full name of the individual entrepreneur, or the brand name (or company name).
The advertising for shared-equity construction must contain:
the name of the legal entity and its organizational and legal form
information about the location and how to obtain the project declaration
The advertising of baby food must contain:
a warning about the need to consult a healthcare professional
The advertising of medicines, medical equipment, and medical services (including treatment methods) must contain a warning about the presence of contraindications, the need to read the instructions for use, or to consult a healthcare professional. The warning must take up at least 5% of the area of the image ad.
The advertising of dietary supplements (biologically-active additives) must contain a warning that the advertised product is not medicine. The warning must take up at least 10% of the area of the image ad.
The advertising of the distance selling of products or online stores must contain:
the name of the legal entity and details about its organizational and legal form
the Principal State Registration Number (OGRN)
the registered address
The advertising of sales must contain the dates and/or duration of specific offers.
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.
For example: The competition runs from 10/07/2016 until 30/07/2016. Information on the organizer, rules, dates, as well as the amount of prizes and where and how they are received can be found on the site www.example-site.com.
The advertising of financial services must contain the name of the legal entity and details about its organizational and legal form and the source of information which is subject to disclosure in accordance with the legislation of the Russian Federation. This information must stand out visually by, for example, using bold or underlined text.
The advertising of products similar in construction to weapons must contain a warning stating that the product is not a weapon.
Callout text must meet the same requirements as the ad text.
Make sure that the text of the display link:
is relevant to the ad text
does not contain transliterated words,
does not contain symbols other than “-”, “№”, “/”, “%”, “#”,
meets the same requirements as for the ad text.
The app icon in the Ads for Mobile Apps ad must not contain images and text referring to goods and services the advertising of which is forbidden or restricted according to the laws of the Russian Federation (weapons, alcohol, narcotic and psychotropic substances, tobacco products, smoking accessories, gambling, etc.).
Keywords must be directly related to the ad content.
Avoid loose keywords that do not accurately describe your product or service, e.g.: buy, apartment, discount. Replace them with phrases that specify your offer: buy children's chair at a discount, buy apartment in the center of Moscow and so on.
Products and services that include adult content can be advertised only for exact target queries from users who have indicated that they want to view such ads. For example, when advertising erotic lingerie, the use of more general keywords, such as underwear, is not allowed.