What advertising materials are marked with identifiers under the new advertising labeling law?
Labeling will become mandatory for any digital PR that is distributed on Russian Internet resources. This applies to contextual, targeted, native advertising, SEO, etc. Currently, the most streamlined segment in terms of legal regulation is the first two of the listed types of PR. Other formats will also receive a more detailed regulation mechanism in the future.
How to label ads in VKontakte when hundreds of creatives are used?
Currently, services are being actively developed through which it will be possible to check an unlimited number of PR materials in automatic mode.
What does ad labeling look like with dynamic creatives?
Roskomnadzor explained: if PR mint database material is generated directly during the demonstration based on conditions that exist in real time, then each modified element is subject to verification and marking with a token.
There are also complex types of creatives, the marking of which may be difficult. The exact information should be clarified with the advertising data operator with whom you will be cooperating.
Is it necessary for a foreign advertiser to mark creatives if the materials are published in the Russian segment of the Internet?
According to paragraph 3 of Article 18 of Federal Law No. 347-FZ, data on any PR that is published on the RuNet is transferred to ERIR, including cases where the submitter is located outside the Russian Federation. If the creative is not posted on Russian Internet resources, then there is no need to report on it.
Questions about online advertising labeling
Also, there is no need to mark the ID and receive a token if the submitter of the PR material is located in Russia, but uses foreign PR systems to publish creatives.
Is it possible to launch an advertising campaign without checking and coordinating creatives?
Materials must be sent to ORD before being posted in the PR system. An exception is made for creatives that did not exist before publication. In particular, a blogger can record a video in which a mention of a product has clear signs of advertising. Such a video is registered in ORD after being posted on the Internet, and a clickable link with a token and the designation "Advertisement" is placed on the creative itself.
What is a token?
This is a unique combination of letters and numbers that can be used to track a marked creative. It includes an identifier assigned by the ORD and is located under a clickable link or in the adChoice section. The user can specify the token, for example, in a complaint to Roskomnadzor, and this code will immediately identify the advertiser, PR distributor, and other participants in the chain.
At present, the question of how to mark creatives without links in accordance with the Federal Law "On Advertising Labeling" rem