Examples of marking non-standard advertising formats
Posted: Mon Jan 20, 2025 6:58 am
Circle in Telegram – specify the identifier as a text entry like “erid: XXX” in the post following the sign, or in the video following the response to the designation. This will help maintain the coherence of the messages. For now, you can use this method (before the automatic algorithm is launched), after Telegram is integrated with any ORD, the mechanism will change.
Stories that contain native advertising - the identifier must be indicated at the beginning of the video over the image. The text used is "erid: XXX". Similarly, static images in stories must be marked.
Podcast – an identifier is specified in the form of a text entry “erid: XXX” with a description of the episode.
Audio advertising – the identifier is generated in the player interface as “erid: XXX” when the PR material is played.
Archived articles. If the creative ig database was published no later than 01.09.2022 and is still available for viewing by advertising consumers, the date of posting must be noted. Identifier marking is not required in this case.
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How to Calculate Conversion: 3 Proven Options
Lead generation - what is it? Basic methods and how to manage them
32 Ways to Attract Clients: Proven and Unconventional
What does not need to be labeled
The changes in legislation concerning the new advertising labeling do not apply to several types of creatives:
social PR;
advertising of goods by the manufacturer itself in email messages or push notifications. It is necessary to put a mark, but there is no requirement to send data to ERIR. At the same time, the relevant norm does not mention services;
advertising during the broadcast of television and radio programs, if the creative is shown on the Internet without differences from the original material.
Currently, the FAS has developed a practice according to which push notifications are classified as PR. The corresponding position is set out, in particular, in the decision of the FAS of Russia for the Bryansk Region dated July 17, 2020 No. 032/05/18-660/2020. It is expected that the corresponding clarifications will be made to the regulatory legal acts in the near future.
What does not need to be labeled
It should be noted that there has been much controversy over whether e-mail and SMS messages can be considered advertising. The disagreement is due to the fact that these messages are sent to a specific e-mail or subscriber number. But Article 3 of the Federal Law "On Advertising" states that one of the main features of PR is that it is addressed to an arbitrary group of people.
In order to avoid misunderstandings, the FAS Russia had to provide detailed explanations of what exactly should be understood by this addressee. According to the state body, this is a circle of persons who cannot be identified in advance as recipients of an advertising message and a specific party to the legal relationship that arises in connection with the sale of the advertised item (Letter of the FAS Russia dated June 20, 2018 No. AD/45557/18). According to this position, both emails and SMS messages are PR, regardless of the fact that each of them is sent to the addressee using specific contact information.
Stories that contain native advertising - the identifier must be indicated at the beginning of the video over the image. The text used is "erid: XXX". Similarly, static images in stories must be marked.
Podcast – an identifier is specified in the form of a text entry “erid: XXX” with a description of the episode.
Audio advertising – the identifier is generated in the player interface as “erid: XXX” when the PR material is played.
Archived articles. If the creative ig database was published no later than 01.09.2022 and is still available for viewing by advertising consumers, the date of posting must be noted. Identifier marking is not required in this case.
Recommended articles on this topic:
How to Calculate Conversion: 3 Proven Options
Lead generation - what is it? Basic methods and how to manage them
32 Ways to Attract Clients: Proven and Unconventional
What does not need to be labeled
The changes in legislation concerning the new advertising labeling do not apply to several types of creatives:
social PR;
advertising of goods by the manufacturer itself in email messages or push notifications. It is necessary to put a mark, but there is no requirement to send data to ERIR. At the same time, the relevant norm does not mention services;
advertising during the broadcast of television and radio programs, if the creative is shown on the Internet without differences from the original material.
Currently, the FAS has developed a practice according to which push notifications are classified as PR. The corresponding position is set out, in particular, in the decision of the FAS of Russia for the Bryansk Region dated July 17, 2020 No. 032/05/18-660/2020. It is expected that the corresponding clarifications will be made to the regulatory legal acts in the near future.
What does not need to be labeled
It should be noted that there has been much controversy over whether e-mail and SMS messages can be considered advertising. The disagreement is due to the fact that these messages are sent to a specific e-mail or subscriber number. But Article 3 of the Federal Law "On Advertising" states that one of the main features of PR is that it is addressed to an arbitrary group of people.
In order to avoid misunderstandings, the FAS Russia had to provide detailed explanations of what exactly should be understood by this addressee. According to the state body, this is a circle of persons who cannot be identified in advance as recipients of an advertising message and a specific party to the legal relationship that arises in connection with the sale of the advertised item (Letter of the FAS Russia dated June 20, 2018 No. AD/45557/18). According to this position, both emails and SMS messages are PR, regardless of the fact that each of them is sent to the addressee using specific contact information.