Let's list the types of advertising that do not require labeling:
Personal posts on social networks that are not targeted for promotion.
Personal messages in messengers (for example, in Telegram).
Information about products and services on your own website or social media account.
Advertisements posted on bulletin boards (Yula, Avito).
E-mail and push-mailings to your database with advertising of your own services.
Any social advertising.
Advertising that is broadcast outside the Russian Federation.
Advertising on TV and radio, if it was posted on the Internet without changes.
Please note! The rules include sweden email list the following clause: if a company's website contains a banner that draws attention to a specific product, work or service or offers a discount, then by law this may be considered advertising. Therefore, this type of advertising requires labeling.
How to label native ads
There are a lot of questions about the labeling of so-called native advertising. In Russian legislation there is no such concept as "native advertising", and therefore the boundaries here are very blurred.
To somehow simplify this point, it is better to talk about it in the key of “what the FAS considers advertising.”
From the point of view of the FAS, the following are NOT considered advertising:
reference, information and analytical materials;
reviews of goods and services, new products, if they are organically integrated into the content of bloggers and website owners;
results of scientific research and testing;
product references that are organically integrated into scientific and artistic works.
That is, if you review your products on your own website or channel, talk about a particular service with a description of its advantages and disadvantages, such content is not considered advertising, and therefore is not subject to labeling.
Advertising from bloggers to mark or not
Source: Unsplash
But if you review a specific service, recommend a specific product, highlighting it against the background of competitors, the FAS may consider this advertising. In this case, the content requires labeling.
How to Simplify the Advertising Labeling Process
Place ads on those sites that have their own ORD. These include, for example, Yandex.Direct, VK and Ozon. Advertising marking here occurs automatically.
You will only need to specify your data in your personal account, the cost of advertising, and add to the system the agreement between the customer of the advertising and the company or person who will place it. The rest ORD will do themselves.
Place advertisements through an advertising agency or bloggers. In this case, the contract must specify that the responsibility for labeling the advertisement lies with the contractor who will place it. As we have already said above, if the terms of advertising placement are violated, the contractor will be fined.
Hire advertising labeling specialists. Such specialists are becoming increasingly in demand on the market, especially for companies with an active promotion strategy. Forming and sending reports and labeling creatives is the main task of such employees.
Despite the fact that there are still quite a lot of questions, the law on advertising labeling is beginning to take on quite clear outlines. We will try to follow the development of events in order to tell you the most interesting.