How the law on registration and labeling of advertising will work
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In Russia, since the beginning of September, the federal law on accounting and labeling advertising on the Internet has finally come into force.
According to law, to report on the placement and publication of any advertising on the Internet, except for social advertising, everyone should – both organizations and individuals. So, if you maintain a personal blog, created your own website or Telegram channel and place ads there or write promotional articles and get paid for it, now you need to report this to the regulatory authorities. And label the ad accordingly.
How the system will work, they told on the website Explain.rf. The procedure, it must be said, is not simple. Before an advertisement is published, both the customer and the distributor of the advertisement must submit the necessary data about it to the Unified Register of Internet Advertising of Roskomnadzor (RKN). The data includes: the advertisement itself (image, video, text, etc.) and information about the contracts between the customer and all performers, as well as about the Internet resources on which this advertisement will be published.
Information can be provided to Roskomnadzor directly or through specially created structures called “advertising data operator” (ADD). The second method is a bit simpler, since by sending information to the ORD, you can consider your mission completed, and the operator himself is already responsible for the receipt of information by the ILV.
Currently, Yandex, VK, Media Scout of MTS, First ORD of VimpelCom, Ozone ORD, ORD-A of AmberData and ORD-Laboratory of Development of Sberbank are considered as operators of advertising data. Over time, there may be more operators.
To interact with the ORD, you need to select an operator, conclude an agreement with him and create a personal account on the appropriate site. Then you can track information about your advertising in the Unified Register of Internet Advertising of the RKN, where you will also need to register.
After registering advertising in the registry, you can place it on your sites. Just remember that now all paid publications must be marked with the word “advertising” and contain a unique number – a token assigned to them in the registry.
“The law also applies to paid posts posted by bloggers. This is one of the most veiled types of online advertising, which not everyone will be able to identify, ”the message on the website Explains.RF specifies.
20 days after the advertisement is posted, the information must be transferred to the registry again. Now you must specify how many times the ad was shown, through which channels it was distributed, and on which sites.
In general, there will be a lot of fuss with one advertising publication, and if there are a lot of them, at least hire a separate person to monitor the timely submission of information. And you will have to follow – those who evade the transfer of data to the RKN face large fines amounting to hundreds of thousands of rubles.
It is assumed that in this way the online advertising market will come out of the “gray” zone into the “white” one. And for sure in the vast majority of cases it will be so.
However, as experts note, the process of making and placing advertisements will now become longer and more laborious, which will affect the cost of both the advertisement itself and the advertised product.
Be that as it may, the law has already begun to operate. True, while advertising is taken into account and marked in a test mode. The transition period, according to Explain.RF, will last until October 31. And from the beginning of November, the system should begin to operate in full force.
Alena Bodrienko.
Photo by Y. Ivanko / Mos.ru
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