Two Key Terms in Advertising Labeling
Posted: Wed Dec 18, 2024 9:35 am
To help you understand the information below, let's decipher two key terms in advertising labeling:
ERIR – Unified Register of Internet Advertising, which is created by Roskomnadzor. Data about your campaign will be stored in this register for up to five years. The Antimonopoly and Tax Service have access to it.
ORD is an operator that transfers information about your advertising to ERIR. By the way, the "tokens" that we talked about at the very beginning of the article are assigned by ORD. The list of organizations that will perform ORD functions is not yet available, but they promise to approve it by November 1, 2022.
On the part of legislators, labeling was introduced to make the market more transparent. For example, if an advertiser turns to an agency for online advertising, and they in turn engage third-party buy whatsapp phone numbers list ontractors to create, for example, creatives (banner design), then the financial side of all participants in the chain will no longer be a secret. Other reasons for the appearance of labeling are also a flexible response to complaints and the provision of expanded data to tax authorities.
In short, the whole essence of the new Law obliges those involved in Internet advertising to form and send reports on the advertising campaign to the ORD. For example, through an Internet agency (web studio) that sets up advertising. You can also send the information yourself through the Unified Identification and Authentication System ( ESIA ).
In Russia, any online advertising must be labeled - contextual, targeted and all types of media content (video, teaser, carousel, etc.). The following are not subject to labeling:
e-mail distribution and push notifications of the advertiser’s own products;
marketing included in the structure of radio and television broadcasts, but on condition that it does not change during the broadcasts on the Internet;
social advertising.
The following data will need to be sent to the ORD:
information about the advertising customer;
information about the advertising system through which advertising creatives will be distributed;
Advertising materials ID;
description of the advertising object;
form of distribution and type of advertising campaign;
advertising campaign timing;
information on contracts and acts;
advertising creatives and settings.
As Roskomnadzor reported, there are no plans to impose a fine for the absence of labeling until March 2023. Thus, market participants are given time to restructure their work in accordance with the innovations in the Law on Advertising and the part concerning its labeling.
In general, the following fines are provided for non-compliance with the Law on Labeling:
individuals 2-2.5 thousand rubles;
For individual entrepreneurs and officials - from 4 to 20 thousand rubles;
legal entities - from 100 to 500 thousand rubles.
Another interesting fact is that there is no official document stating that there will be no fines until March 2023. Therefore, it is better to start fulfilling the required obligations within the framework of the Law now.
ERIR – Unified Register of Internet Advertising, which is created by Roskomnadzor. Data about your campaign will be stored in this register for up to five years. The Antimonopoly and Tax Service have access to it.
ORD is an operator that transfers information about your advertising to ERIR. By the way, the "tokens" that we talked about at the very beginning of the article are assigned by ORD. The list of organizations that will perform ORD functions is not yet available, but they promise to approve it by November 1, 2022.
On the part of legislators, labeling was introduced to make the market more transparent. For example, if an advertiser turns to an agency for online advertising, and they in turn engage third-party buy whatsapp phone numbers list ontractors to create, for example, creatives (banner design), then the financial side of all participants in the chain will no longer be a secret. Other reasons for the appearance of labeling are also a flexible response to complaints and the provision of expanded data to tax authorities.
In short, the whole essence of the new Law obliges those involved in Internet advertising to form and send reports on the advertising campaign to the ORD. For example, through an Internet agency (web studio) that sets up advertising. You can also send the information yourself through the Unified Identification and Authentication System ( ESIA ).
In Russia, any online advertising must be labeled - contextual, targeted and all types of media content (video, teaser, carousel, etc.). The following are not subject to labeling:
e-mail distribution and push notifications of the advertiser’s own products;
marketing included in the structure of radio and television broadcasts, but on condition that it does not change during the broadcasts on the Internet;
social advertising.
The following data will need to be sent to the ORD:
information about the advertising customer;
information about the advertising system through which advertising creatives will be distributed;
Advertising materials ID;
description of the advertising object;
form of distribution and type of advertising campaign;
advertising campaign timing;
information on contracts and acts;
advertising creatives and settings.
As Roskomnadzor reported, there are no plans to impose a fine for the absence of labeling until March 2023. Thus, market participants are given time to restructure their work in accordance with the innovations in the Law on Advertising and the part concerning its labeling.
In general, the following fines are provided for non-compliance with the Law on Labeling:
individuals 2-2.5 thousand rubles;
For individual entrepreneurs and officials - from 4 to 20 thousand rubles;
legal entities - from 100 to 500 thousand rubles.
Another interesting fact is that there is no official document stating that there will be no fines until March 2023. Therefore, it is better to start fulfilling the required obligations within the framework of the Law now.