Social Media Ad Labeling: Labeling Videos, Articles, and Posts

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Since September 1, 2022, Federal Law No. 347-FZ on amendments to the Federal Law "On Advertising" has been in effect in Russia . According to these rules, all online advertising in RuNet must be labeled. It is also necessary to transfer reports on advertising campaigns to the Unified Register of Internet Advertising (ERIR). Advertising in social networks must also be labeled. We tell you how to do this.

Basic terms

What kind of advertising should be labeled?

How to label ads on social networks

On which platforms is advertising labeling required?

VKontakte

Telegram

Classmates

Zen

TenChat

YouTube and RuTube

Frequently asked questions

Should you label posts about yourself in your communities?

How to label native advertising?

Do reposts need to be marked?

Should advertising on prohibited social networks be labeled?

How to quickly mark ads

Basic terms
Creative is the visual part of a digital advertisement. The purpose usa whatsapp of creative is to attract the attention of the Internet user to the advertisement and encourage him to perform the desired target action.

Advertising data operator (ADO) is a company authorized by the Federal Service for Supervision of Communications to collect data from market participants and transfer it to ERIR. It has specially developed software for this purpose. It is impossible to send data to ERIR directly.

The Unified Register of Internet Advertising (ERIR) is an accounting system from Roskomnadzor, which began operating after the entry into force of Federal Law No. 347-FZ, which amends the law "On Advertising". Advertising market participants transfer data to ERIR through ORD. It is not possible to transfer information to ERIR directly.

The following is received through ORD in ERIR:

information about advertising creatives;
data on advertising acts and agreements;
information about the participants in the chain of purchasing and placing advertising (customer, advertising system, intermediary, if any);
statistics on creatives with accuracy down to the platforms.
Data is stored in ERIR for 5 years.

Token is a unique alphanumeric code that is assigned to a creative before the ad is launched. It ensures its traceability in RuNet and proves that it is registered in ERIR. The location of the token depends on the advertising format.