To Label or Not to Label: How to Avoid Getting a Fine for Online Advertising
Posted: Sun Jan 19, 2025 4:59 am
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How relevant is it? A year has passed since the law on advertising labeling came into force. However, many are still confused about what needs to be labeled and what does not. And for what exactly fines can be “flyed in”.
What will we talk about? We decided to remind you of the main points of this law so that you are not afraid to place ads without the risk of being fined and choose effective methods of promotion. We will answer the most common questions.
The law on labeling applies physician data package exclusively to advertising on the Internet. Advertising in printed media, leaflets or stickers on transport do not require labeling.
How to place an advertisement correctly
When placing an advertisement, it is important to observe three important conditions:
Get a token for every creative you create
Token is a unique alphanumeric code (ID) for tracking advertising. It must be obtained before launching advertising for each created creative. The token is placed directly in the creative: for images and videos - against the background of the creative, in test advertising - as a description
You can get a token at one of the ORDs after registering a creative in the operator’s personal account.
Mark it as "Advertisement".
Provide information about the advertiser: Taxpayer Identification Number (TIN) and company name or full name of the individual entrepreneur.
If at least one of these conditions is not met, the distributor of the advertisement may be fined.
Fine for advertising marking
Source: Unsplash
What else can result in a fine?
Let us list the conditions for failure to comply with which the company or responsible person faces a fine:
no information was provided about the advertisement placed;
information was submitted but was found to be incomplete, inaccurate or out of date;
The deadlines for submitting information about advertising were violated, i.e. the company submitted information 30 days after its publication.
the advertising identifier, the so-called token, is incorrectly placed or not specified at all.
Important! The Advertising Data Operator (ADO) may also be fined for failure to fulfill its obligations. Penalties for this type of violation apply exclusively to the ADO and do not affect intermediaries, advertisers, advertising platforms, or creative distributors.
Who is ORD and why is it needed?
ODR – advertising data operator. This is a special service that collects data about the distributor of advertising, its cost, and the number of views.
This is the only intermediary in the advertising chain that has the right to transfer data to the Unified Register of Internet Advertising and Roskomnadzor. It also marks the advertising and assigns a token to each creative.
Registration of creatives in ORD is a mandatory condition for online advertising. Placing advertising bypassing ORD is an administrative offense.
To avoid fines for your business, check that the advertisemen
Save article:
How relevant is it? A year has passed since the law on advertising labeling came into force. However, many are still confused about what needs to be labeled and what does not. And for what exactly fines can be “flyed in”.
What will we talk about? We decided to remind you of the main points of this law so that you are not afraid to place ads without the risk of being fined and choose effective methods of promotion. We will answer the most common questions.
The law on labeling applies physician data package exclusively to advertising on the Internet. Advertising in printed media, leaflets or stickers on transport do not require labeling.
How to place an advertisement correctly
When placing an advertisement, it is important to observe three important conditions:
Get a token for every creative you create
Token is a unique alphanumeric code (ID) for tracking advertising. It must be obtained before launching advertising for each created creative. The token is placed directly in the creative: for images and videos - against the background of the creative, in test advertising - as a description
You can get a token at one of the ORDs after registering a creative in the operator’s personal account.
Mark it as "Advertisement".
Provide information about the advertiser: Taxpayer Identification Number (TIN) and company name or full name of the individual entrepreneur.
If at least one of these conditions is not met, the distributor of the advertisement may be fined.
Fine for advertising marking
Source: Unsplash
What else can result in a fine?
Let us list the conditions for failure to comply with which the company or responsible person faces a fine:
no information was provided about the advertisement placed;
information was submitted but was found to be incomplete, inaccurate or out of date;
The deadlines for submitting information about advertising were violated, i.e. the company submitted information 30 days after its publication.
the advertising identifier, the so-called token, is incorrectly placed or not specified at all.
Important! The Advertising Data Operator (ADO) may also be fined for failure to fulfill its obligations. Penalties for this type of violation apply exclusively to the ADO and do not affect intermediaries, advertisers, advertising platforms, or creative distributors.
Who is ORD and why is it needed?
ODR – advertising data operator. This is a special service that collects data about the distributor of advertising, its cost, and the number of views.
This is the only intermediary in the advertising chain that has the right to transfer data to the Unified Register of Internet Advertising and Roskomnadzor. It also marks the advertising and assigns a token to each creative.
Registration of creatives in ORD is a mandatory condition for online advertising. Placing advertising bypassing ORD is an administrative offense.
To avoid fines for your business, check that the advertisemen