Checking creatives in ERIR

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Advertisers can control what information and for what time period was provided to Roskomnadzor. This can be done in the personal account of ERIR.

When you log in, the system will ask you to complete the authorization procedure through the State Services portal (make sure that your account is confirmed).

If after the first step the user does not receive marketing list of rv owners an offer to select a legal entity, he/she must register it independently. Only the head of the enterprise can do this through his/her profile in the "Organizations" section. In this case, it is possible to include employees in the company through State Services and provide them with access to the ERIR account.

Direct advertisers have access to information on all participants in the advertising process and placed creatives. Agencies and advertising distributors will only be able to see data related to their activities and concluded contracts.

Checking creatives in ERIR

Source: shutterstock.com

It should be noted that the ERIR interface recently introduced the ability to check the token. This is especially important if the identifier was not received directly, but through agencies or other intermediaries. You need to enter erid in the specified field to check the partner's registration in ORD and obtain information about the advertiser. If there is no erid in the system, you need to contact the person who, according to the terms of the agreement, is engaged in labeling advertising.

Advertising Marking Elements
The marking of advertising materials includes two key aspects:

The designation "Advertisement" is an additional entry integrated into the main text of the advertisement.

It includes basic information about the advertiser.

This mark is made by the advertiser himself or his representative (agency or advertising distributor), depending on the platform requirements.

The Federal Antimonopoly Service (FAS) monitors compliance with the correctness of this mark, and also determines what exactly is considered advertising.

Please note: Advertising material must be marked before the ID obtaining procedure.

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Assigning an identifier (token, ID, erid) to a creative that enables tracking of the advertising path

This stage is often called “creative registration”.

The identifier is provided by the advertising information operator (AIO). It includes information about the contract between the client and the advertising service provider. Roskomnadzor has access to this information.

All participants in the advertising process can receive an identifier. Who will do this is specified in the contracts for the provision of advertising services. Usually, the identifier is assigned at the request of the operator of advertising systems or the distributor of advertising, who are subsequently responsible for the correctness of the marking before Roskomnadzor.

Please note: each advertisement must have a unique identifier. If changes are made (for example, replacing an image with the same text), the advertisement must be re-registered via ORD.

Internet advertising

Source: shutterstock.com

The law requires that advertising be identified in one of the following ways:

The inscription "Advertisement" plus the name of the advertiser.

The word "Advertisement" plus the advertiser's website.

The inscription "Advertisement" together with the name and website of the advertiser.

It is important to ensure that the label is easy to understand. For video content, the text should be visible for a sufficient amount of time to be read.

The responsibility for correct labeling lies with the advertiser or creative agency. This means that when advertising through MTS "Marketer", you need to label the banner yourself.

There is an exception: when placing a banner on the Yandex, VK and MyTarget platforms, the marking is carried out by the advertising platforms themselves.