New registration rules for digital advertising introduced in Russia

Starting from September 1, 2022 digital advertising in the Russian segment of the Internet should be marked in a certain way. New rules apply to all kinds of digital advertising and affect all market participants. Now every ad-copy (creative) will need to be registered, receiving a token (an identifier for tracking). From this day on all advertising data will have to be transmitted to a special advertising association. The Unified Register of Internet Advertising will work in the country, and it will store data on the number of advertisements and websites, actually spent money, agents and contractors. This will make advertising transactions and processes more transparent for advertisers, tax authorities and other controlling organizations. Over the next six months, advertisers will not be fined for non-compliance with the requirements of the new Advertising Labelling Act.

The new rules will be quite hard to get used to, but a good digital marketing agency can take all of this work off your hands. The owners of companies can entrust the transfer of data to an intermediary who will perform all the necessary actions and make sure that there are no problems with the new requirements for ads. To help advertisers prepare for change, Yandex has developed an affiliate service that will help all chain members to enforce the law and transfer data to the new register. Our agency will gladly provide you with access to this Yandex service and will help you navigate past changes, so that your project is advertised as effectively as possible in the Russian digital world.