Post by hasina789956 on Oct 28, 2024 22:54:47 GMT -5
Since September 1, 2023, the rules of the game in the Russian advertising market have changed dramatically. The reason for this was the amendments introduced to the Federal Law "On Advertising" (No. 38-FZ of March 13, 2006) , requiring the marking of all advertisements on the Internet that promote goods or services.
In a broad sense, these changes are aimed at making advertising more transparent and obvious to buyers. However, for online schools, they mean additional complications and increased costs of marketing campaigns. In addition, after a year of adaptation, starting from September 1, 2023, fines began to be imposed for the lack of marking. So, now, by hanging an unmarked banner on your own website, calling for training on your new course, you have every chance of “getting caught” in the amount of 30 to 500 thousand rubles.
In this article, we will try to bulk email campaigns understand what exactly has changed, how these changes have affected advertisers, and how to avoid fines by publishing familiar offers on your platforms.
Advertising labeling: what does it mean?
Advertising labeling is a system that helps track all advertisements on the Internet. Each of them must be assigned a unique code (or “token”). All advertisements that are posted online must also contain information about the company that posted them. This information is sent to the Unified Register of Internet Advertising (ERIR).
The registry is monitored by three main organizations: the Federal Antimonopoly Service, the Federal Tax Service, and Roskomnadzor. Only these agencies and those who placed the advertisement have access to the data.
What is considered advertising?
The term “advertising” in the text of the Federal Law means information that is distributed by any available means, forms and using various tools, aimed at an undefined audience in order to attract attention to the object of advertising.
Advertising can be aimed at generating or maintaining interest in it and, of course, at promoting it on the market.
Almost all types of advertising content are subject to labeling: contextual ads, targeted advertising on social networks, videos about your product, broadcasts, advertising posts, stories, podcasts, posting links and QR codes, as well as advertising through bloggers.
According to the new rules, only content that informs about the company's activities and product range, but does not contain a call to action: making a purchase, subscribing to a channel, etc., is not considered advertising.