FAS requires marking advertising posts in Telegram channels
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The Federal Antimonopoly Service has clarified the rules for labeling ads in Telegram. Advertising requires labeling when distributed through Telegram channels. During the exchange of specific messages, you do not need to mark ads.
“If Telegram is used to convey information to a wide range of users through the proposed service capabilities (through Telegram channels), then such advertising is subject to the law on advertising (Article 18.1.— “b”) and requires labeling,” the message says on site departments.
The FAS clarified that advertising is not required to be marked when the resource is used “as a messenger” for messaging with specific users.
The law on a unified accounting system for all online advertising in Russia was adopted on June 17, 2021 and will come into force on September 1, 2022. It provides for the creation of a system responsible for the collection and processing of information, which will be developed and maintained by Roskomnadzor. At the end of 2021, the Ministry of Digital Development developed a draft government decree that details what information needs to be transferred to the system: information about the advertiser, distributor and operator of advertising, as well as information on the volume, cost, parameters of the target audience, the advertisement itself (see “Kommersant” from February 21, 2022).
Participants in the online advertising market estimated the costs of the accounting requirements that came into force at 10–20 billion rubles. According to experts, due to the additional costs of advertising agencies to comply with the law, the average markup on advertising services may increase by 5-6%. Among the companies-applicants for the status of advertising data operators (ORD), which will deal with accounting, there are Sberbank, Yandex and VK.
More details – in the material “Kommersant” “Internet advertising is being taken into account”.
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