Label Me Completely: How Advertisers Can Survive in the New World
Posted: Mon Feb 17, 2025 9:42 am
It's already October, but businesses can't recover from the events of September. Yes, we are talking about the much-talked-about amendments to Federal Law No. 347-FZ "On Advertising". Let's figure out how and what advertisements need to be marked, who the ORD is, and what fines for violations threaten individuals, individual entrepreneurs, and companies.
Spoiler: this article will not be short. While we were working on it, the Universe threw us new materials.
What's going on anyway?
On September 1, 2022, an updated version of Federal Law No. 347-FZ on mandatory labeling of all advertising published on the Internet came into force. Initially, this requirement concerned creatives in "traditional" media, including print media, but quickly reached the online space. Since September 1, 2023, everything has become more complicated. Now, violating the rules for labeling online advertising is punishable by law. This applies to both organizations and individual entrepreneurs with self-employed individuals.
This news caused a lot of heated discussions, and many spoke out against it. A petition even appeared online calling for the amendments to be repealed. Everyone who is somehow connected with marketing rushed to read guides on belgium whatsapp data advertising labeling and look for answers to many questions about the innovations. We also decided to figure out what to do. Let's take everything in order.
What is advertising labeling?
To mark a creative, you need to add the "Advertisement" mark, a special identifier (token) and customer data. In addition, in accordance with changes in legislation, it is necessary to submit monthly reports to ERIR - the Unified Register of Internet Advertising. This cannot be done directly - you need an intermediary. Its role is played by ORD - the advertising data operator.
The question arises: "Why is all this necessary?" So that the advertising market becomes more transparent, and it is easier for the state to control its participants. That is what labeling is for.
A little bit about ERIR and ORD
The Unified Register stores information about all digital advertising launched in Russia. This includes information about customers and performers, funds spent, and statistics for each ad. ERIR does not collect information on its own — ORD does this. The operators are organizations to which advertising market participants send all the necessary data after registration. ORD not only transfers information to ERIR, but also issues a token for each creative.
To avoid a fine, all advertisers, advertising distributors and intermediaries must choose an ORD. Today, you can work with seven operators:
ORD Yandex;
ORD VK from the social network "VKontakte";
"Ozone ORD";
"ORD-A" from AmberData;
"MediaScout" from the mobile operator MTS;
"First ORD" from VimpelCom;
"Development laboratory" from Sber.
When I found out that now you only need to work with the ORD, otherwise you will get a fine
*When I found out that now I only have to work with the ORD, otherwise I'll get a fine
How much do ORD services cost?
Free cheese is a thing of the past. Until recently, it was enough to register, set up a personal account, provide your data and use the selected service. The conditions have changed, and the services of most ORDs have become paid (Yandex is still holding on - that's good). This outcome was predictable. Operators need to pay managers, maintain equipment, etc.
Now about the cost of services. ORD tariffs are determined not by the volume of data that service users upload, but by the budgets of advertising campaigns. This means that you can place just one expensive post per month and still pay more than others. What is even more interesting is that some ORD have tariffs with a minimum threshold. For example, you can place a post for 1 thousand rubles, and pay the operator as much as 5 thousand. Such is simple mathematics.
What types of advertising are subject to labeling?
Here we come to the burning issue. Let's use the memo provided by FAS and sort it out.
Let's start with what kind of advertising DOESN'T need to be labeled. The list of exceptions includes:
Social advertising.
Old ads that were published online before September 1, 2022, and contractual obligations for the placement of these creatives were fulfilled before the specified date.
Creatives from an advertiser who is a manufacturer or seller of a product or has exclusive rights to the advertised object. Important: in this case, all responsibility lies with the other participant in the chain (more about the chain later).
Advertisements that are broadcast on radio and television and are also posted on the Internet without any changes.
Mailings to an existing database and push notifications. Note that there are no official positions of the FAS and Roskomnadzor on this point yet. We can only draw conclusions based on the answers to popular questions and comments to them.
Also, information that meets a number of criteria is not subject to labeling. For example, a company is going to post an SEO article on a blog or place a post on its own public page with news about an upcoming event. The material will not raise questions if it:
Does not contain data that distinguishes a company, online store, brand or product from other sellers and products.
Does not promote active promotion of goods or services on the market.
It does not generate interest in the product among the target audience and does not encourage action using the words “buy”, “order”, etc.
Spoiler: this article will not be short. While we were working on it, the Universe threw us new materials.
What's going on anyway?
On September 1, 2022, an updated version of Federal Law No. 347-FZ on mandatory labeling of all advertising published on the Internet came into force. Initially, this requirement concerned creatives in "traditional" media, including print media, but quickly reached the online space. Since September 1, 2023, everything has become more complicated. Now, violating the rules for labeling online advertising is punishable by law. This applies to both organizations and individual entrepreneurs with self-employed individuals.
This news caused a lot of heated discussions, and many spoke out against it. A petition even appeared online calling for the amendments to be repealed. Everyone who is somehow connected with marketing rushed to read guides on belgium whatsapp data advertising labeling and look for answers to many questions about the innovations. We also decided to figure out what to do. Let's take everything in order.
What is advertising labeling?
To mark a creative, you need to add the "Advertisement" mark, a special identifier (token) and customer data. In addition, in accordance with changes in legislation, it is necessary to submit monthly reports to ERIR - the Unified Register of Internet Advertising. This cannot be done directly - you need an intermediary. Its role is played by ORD - the advertising data operator.
The question arises: "Why is all this necessary?" So that the advertising market becomes more transparent, and it is easier for the state to control its participants. That is what labeling is for.
A little bit about ERIR and ORD
The Unified Register stores information about all digital advertising launched in Russia. This includes information about customers and performers, funds spent, and statistics for each ad. ERIR does not collect information on its own — ORD does this. The operators are organizations to which advertising market participants send all the necessary data after registration. ORD not only transfers information to ERIR, but also issues a token for each creative.
To avoid a fine, all advertisers, advertising distributors and intermediaries must choose an ORD. Today, you can work with seven operators:
ORD Yandex;
ORD VK from the social network "VKontakte";
"Ozone ORD";
"ORD-A" from AmberData;
"MediaScout" from the mobile operator MTS;
"First ORD" from VimpelCom;
"Development laboratory" from Sber.
When I found out that now you only need to work with the ORD, otherwise you will get a fine
*When I found out that now I only have to work with the ORD, otherwise I'll get a fine
How much do ORD services cost?
Free cheese is a thing of the past. Until recently, it was enough to register, set up a personal account, provide your data and use the selected service. The conditions have changed, and the services of most ORDs have become paid (Yandex is still holding on - that's good). This outcome was predictable. Operators need to pay managers, maintain equipment, etc.
Now about the cost of services. ORD tariffs are determined not by the volume of data that service users upload, but by the budgets of advertising campaigns. This means that you can place just one expensive post per month and still pay more than others. What is even more interesting is that some ORD have tariffs with a minimum threshold. For example, you can place a post for 1 thousand rubles, and pay the operator as much as 5 thousand. Such is simple mathematics.
What types of advertising are subject to labeling?
Here we come to the burning issue. Let's use the memo provided by FAS and sort it out.
Let's start with what kind of advertising DOESN'T need to be labeled. The list of exceptions includes:
Social advertising.
Old ads that were published online before September 1, 2022, and contractual obligations for the placement of these creatives were fulfilled before the specified date.
Creatives from an advertiser who is a manufacturer or seller of a product or has exclusive rights to the advertised object. Important: in this case, all responsibility lies with the other participant in the chain (more about the chain later).
Advertisements that are broadcast on radio and television and are also posted on the Internet without any changes.
Mailings to an existing database and push notifications. Note that there are no official positions of the FAS and Roskomnadzor on this point yet. We can only draw conclusions based on the answers to popular questions and comments to them.
Also, information that meets a number of criteria is not subject to labeling. For example, a company is going to post an SEO article on a blog or place a post on its own public page with news about an upcoming event. The material will not raise questions if it:
Does not contain data that distinguishes a company, online store, brand or product from other sellers and products.
Does not promote active promotion of goods or services on the market.
It does not generate interest in the product among the target audience and does not encourage action using the words “buy”, “order”, etc.