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How Admitad Partner Network publishers need to respond to the advertisement marking law in Russia

  • Updated

Federal Law of Russia No. 347-FZ, which brings amendments to the Federal Law "On advertising", came into force on September 1, 2022.

This act prescribes that every online advertisement placed in Russia and/or intended for Russian users must be marked in a special way and submitted to the Online Advertising Register created by Roskomnadzor.

The new rules apply to all types of online advertising and concern all participants of the advertising chain, including publishers and advertisers with Admitad Partner Network. Advertisement marking law: FAQ

What publishers need to do

You need to perform some activities in your account, but only if you meet the below requirements:

  • You have already joined to programs of advertisers operating in Russia.

  • You are going to connect your ad space to a program of an advertiser operating in Russia.

If you meet these requirements, follow these steps:

1. Provide your legal and tax details in the special form that will appear in your account. How to fill out the form

Admitad will submit these details to the official advertising data operator for further recording in the Online Advertising Register in compliance with Russian law.

  • You only need to provide your details once.
    But if your tax, legal, or other details have changed, be sure to update them in the Settings section of your account as it is only you who is responsible for the provided information to be true.

  • Only the owner of the main account can provide the details. Guest accounts are not authorized to do that.

2. Read the updated terms for publishers.

You're all set!

If you don't provide your legal and tax details, your ad spaces will be disconnected within 90 days from programs of advertisers to which this law applies.

Advertisement marking law: FAQ

What Admitad Partner Network undertakes

Admitad Partner Network takes care of all other procedures and legal compliance:

  • Collects information about advertising chain participants (i.e., publishers and advertisers) for further submission to the advertising data operator.

  • Receives advertising tokens for Russian advertisers' creatives from the advertising data operator and incorporates them into ad media—affiliate links (incl. deeplinks), banners, product feeds, coupons—that publishers can receive from Admitad Partner Network.
    Each creative is assigned with its unique token, which remains unchanged even if the creative is used by different publishers on different ad spaces.

  • Adds the "Advertising" marking to JPG, JPEG, and PNG banners that advertisers upload to Admitad Partner Network.

  • During 30 days after the end of the reporting month, reports to the advertising data operator providing allocated data and detailed impression statistics.
    The reported data are grouped by each advertiser's creative in the context of each publisher's ad space for each reported period.

How to fill out the form for legal and tax details

Fields in the form and how it should be completed depends on the country of your residence or the country where your company is registered.

Go to the corresponding section of the guide: 

If you're a Russian resident or your company is registered in Russia

1. In the Region field, specify Russia and click Next.

2. On the next form:

  • Specify your full name
  • Select your entity type

Click Next.

3. Fields on the next form depend on the selected entity type. Click the appropriate section below to expand the completion instructions.

After you fill out all the fields, click Done.

  • Provide your tax details:

    individual.png

  • Provide the company's tax details:

    • Company TIN. Enter the company's taxpayer identification number. It may consist of 10 or 12 digits. You can find it on the website of the Federal Tax Service of Russia.

    • Company. Specify your company's entity type and name. Example: OOO Sparta.

    • Company legal address. Specify the address where your company is registered.

    legal-entity.png

  • Provide your tax details:

    • Entrepreneur TIN . Enter your taxpayer identification number. It may consist of 10 or 12 digits. You can find it on the website of the Federal Tax Service of Russia.

    • Name. Enter the formal name in the following format: IP "Last Name First Initial Middle Initial".

    • Entrepreneur registration address. Specify the address where you are registered.

    entrepreneur.png

If you're a resident of another country or your company is registered in a country other than Russia

1. In the Region field:

  • If you are a natural person, specify your country of residence.
  • If you are a legal entity, specify your company's country of registration, i.e., the country in which you pay taxes.

Click Next.

2. On the next form:

  • Enter your full name using Latin letters.
  • Select your entity type.

Click Next.

3. Fields on the next form depend on the selected entity type. Click the appropriate section below to expand the completion instructions.

After you fill out all the fields, click Done.

  • Provide your tax and personal details:

    • Tax Number/VAT Number – enter your taxpayer identification number.

    • Residence address. Enter your registration or residence address.

    • Phone number. Enter your phone number. 

    If you haven't added your phone number or edited it on this form, you will need to verify your phone number using the code sent to you via text message.

    individual-not-rus.png

  • Provide your company's tax details:

    • Tax Number/VAT Number. Specify your company's tax number.

    • Company. Specify the official name of your company.

    • Company legal address. Specify the address where your company is registered.

    • Phone number. Enter your phone number.

    If you haven't added your phone number or edited it on this form, you will need to verify your phone number using the code sent to you via text message.

    legal-entity-not-rus.png

Advertisement marking law: FAQ

Key terms

  • Ad creative is a piece of media (e.g., a banner, ad, post, link, etc.) created and distributed in any way, any form, and by any means, to attract attention to the object of advertising.

  • Online Advertising Register is a unified advertising recording system created by Roskomnadzor.

  • Advertising data operator is an official authority concerned with collecting information from market players and submitting it to the Online Advertising Register.

  • Token is a unique identifier assigned to every creative by the advertising data operator. It can help find out information about the advertiser and all advertising chain participants.

  • Allocation is specification of data on agreements and acts for all advertising chain participants.

What is advertisement marking?

Advertisement marking is a complex process which includes the following:

  • Registration in the Advertising data operator
  • Receiving tokes for the advertiser's creatives
  • Marking the advertisement in compliance with rules and requirements set by the Russian legislation
  • Submitting the report with allocated data and detailed view statistics to Online Advertising Register

Some marking activities should be performed before placement; some should be performed 30 days later, i.e. during the reporting period.

Before placing an advertisement, one should do the following:

  • Submit to the advertising data operator the information about the end customer and their agreement with the contractor or advertisement distributor for further submission to the Online Advertising Register.

  • Receive a token, which is a unique advertisement identifier assigned to every ad creative, from the advertising data operator.

  • Incorporate the token and "Advertising" marking into the creative.

Learn more on what is required from the advertiser in this article.

During the reporting period (30 days after the placement), one should do the following:

  • Submit, through the advertising data operator, a data allocation report, including information about agreements and acts, to the Online Advertising Register.

  • Submit, through the advertising data operator, the impression statistics with a breakdown by ad space and creatives, to the Online Advertising Register.

What media is subject to marking?

This law applies to any ad creative that is:

  • Aimed at attracting attention to the object of advertising.
  • Placed in Russia and/or intended for Russian users.

Examples: banners, ads, posts, affiliate links, etc.

Learn more on banner marking requirements:

Who is affected by the new law?

The law affects all advertising market players, namely:

  • Advertisement distributors and advertising systems that include entrepreneurs, individuals, and legal entities (including foreign) distributing advertisements from any advertisers (e.g., social media owners, news aggregators, and audio and video services) on the Internet.

  • Advertisers that include entrepreneurs, individuals, and legal entities placing, through contractors, ads in Russia and for Russian users.

  • Intermediaries that include agencies and freelancers participating in placing ads of their clients.

How will non-compliance be punished?

Starting March 2023, Roskomnadzor will conduct advertisement spot-checks, and non-compliance with the law may lead to the following:

  • Sanctions and fines.
  • Tax risks (inspections, fines, and fees).

The wording and details of the law are still being finalized, so requirements and associated risks may change.

What can Admitad advise publishers?

  • If you meet the mentioned requirements, provide your legal and tax details in your account for further submission to the advertising data operator.

  • When promoting affiliate programs in your ad spaces, only use ad creatives received from Admitad, specifically new links with unique tokens and banners marked as "Advertising. The advertiser's legal entity name, the advertiser's tax number."

If you place ads not through Admitad Partner Network, be sure to mark all ad creatives and submit the required details to the advertising data operator.

Learn more about the marking of banners in the article "How to get banner and landing pages."

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