Internet advertising resists acceleration - Newspaper Kommersant No. 179 (7380) of 09/28/2022

Internet advertising resists acceleration - Newspaper Kommersant No. 179 (7380) of 09/28/2022



Business opposed reducing the timeframe for providing regulators with data on advertising posted on the Internet to 20 days. In responses to the relevant draft amendments developed by the Ministry of Digital Development, participants in the online advertising market argue that this will lead to disruption of business processes and an avalanche increase in document flow costs, noting the risk of reducing tax revenues from online advertising.

"Kommersant" got acquainted with the responses of business to the draft amendments to government decrees, approving the procedure and terms for providing information about advertising posted on the Internet by its distributors. The document was developed by the Ministry of Digital Development and published on the regulation.gov.ru portal on August 17. It assumes that advertisers, advertising distributors and operators of advertising systems must provide the advertising data operator (ADC) with information about online advertising “after” 20 calendar days from the date of its appearance on the network.

The current procedure, which is being amended, assumes that information about online advertising can be transmitted during the month following the calendar month in which it appeared on the network.

The law on a unified accounting system for all online advertising in Russia was adopted on June 17, 2021 and entered into force on September 1, 2022. It provides for the creation of a system responsible for the collection and processing of information, which is developed and maintained by Roskomnadzor. The initiative, according to the regulator, should make the market more transparent and competitive.

Business requests to extend the deadline for providing information about online advertising to at least 30 days. Ozon explains that advertising placements are usually closed no earlier than 30 days from the end of the provision of services and 20 days is not enough to provide information. The X5 Group notes that the timing is critical in terms of restructuring business processes in terms of accounting for online advertising. The Digital Alliance (formerly IMHO) believes that the requirements are obviously impossible to fulfill.

The Association of Internet Commerce Companies (AKIT) believes that the change in terms will mitigate the financial and personnel costs of restructuring the accounting of online advertising. VK noted that the extension of the reporting period to 30 days will allow advertisers and agencies to continue working in their usual business cycle, which cannot be quickly rebuilt. In Mintsifra and Roskomnadzor did not answer "Kommersant".

The formation of closing documents for advertising campaigns and the submission of data to the ORD are two parallel tasks, but in order to prepare reports on placed advertisements, the regulator needs the attributes of acts on the work performed, which are signed during the reporting period - a month, explains OMD OM, director of advertising purchases in the digital environment. Group Irina Gushchina. According to her, if the amendments are adopted, it will be necessary to prepare several acts for one contract for each campaign and at different times, which will lead to additional labor costs and a significant increase in document flow.

The reduction in terms will lead to the fact that market participants will have to revise all concluded contracts and determine an abbreviated procedure for accepting services, says Anna Malinovskaya, Director of the Legal Department and Group4Media Compliance: “Otherwise, the regulator will receive interim information about services not accepted by the client, which is not confirmed by the signed parties contractual and closing documentation. This can lead to a lot of bugs and subsequent fixes."

The Chamber of Commerce and Industry (CCI) noted that reducing the time for providing data on online advertising will lead to a complete change in the reconciliation process and the document management system. This, in turn, can provoke an avalanche-like change in the terms of contracts with clients, an increase in the costs of participants in the advertising market, and the costs of creating and launching the infrastructure for the online advertising labeling system. The Chamber of Commerce and Industry does not rule out a reduction in state income from paying taxes on online advertising.

Anastasia Gavrilyuk



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