The press service of Roskomnadzor reported that the system
Posted: Thu Jan 23, 2025 6:54 am
According to amendments to the Law "On Advertising", organizations and individuals are required to transfer data on advertising campaigns to a single accounting system.
for recording online advertising has been created and is working, and that all market participants have been submitting information to it since September 1, 2022. The agency clarified that fines will affect unscrupulous advertisers who evade compliance with legal requirements.
Kokos Group conducted a finland whatsapp resource survey among a 100,000-strong database of small and medium-sized entrepreneurs and found out that despite the fact that this law has been known for a long time, many still do not understand what to do to avoid financial problems.
The company decided to find out whether entrepreneurs know which advertising tools require labeling and accounting by law. 35% of respondents found it difficult to answer. Only 55% of interviewed entrepreneurs have heard that contextual advertising is also labeled, 31% are aware that media advertising is subject to labeling, 29% know about targeted advertising, and 21% of respondents know that they need to get a token for advertising and PR articles. Only 16% understand that native advertising needs to be labeled, and 8% are aware that the law also applies to search engine optimization (SEO). At the same time, 10% of respondents mistakenly think that materials sent to their own databases using CRM marketing tools require external accounting.
Also, according to Kokoc Group, 27% of respondents will not believe in the law enforcement practice of fines for advertising until they see the law in action in practice, 26% do not think about it, but 47% are still afraid of punishment.
Earlier, ComNews reported on a study by the Association for the Development of Interactive Advertising in April and June 2023. More than half of the surveyed market players hold a negative opinion regarding this law.
Read also
Industry Unhappy with Online Advertising Labeling Law
As the ARIR study showed, over half of the respondents have a "negative" attitude towards the law. As of June, 56% of respondents expressed such an opinion. Only 7% of players perceive the new legislative initiative positively.
Lawyer and member of the Committee of the Chamber of Commerce and Industry of the Russian Federation on Entrepreneurship in the Sphere of Media Communications Pavel Katkov told a ComNews correspondent that the law creates an excessive regulatory burden on entrepreneurs, and it will be most difficult for small and medium businesses, and it is precisely these that the state needs to protect and grow. "The most reasonable solution would be to spend money on lawyers and build an internal system for managing this complex of regulatory risks. By implementing regulatory documents within the company that will not allow the advertising department to make mistakes, entrepreneurs can protect themselves from fines and losses," added Pavel Katkov.
VK, Yandex, Odnoklassniki, Rambler, Avito, Ozon, MediaScout (owned by MTS) and Wildberries did not respond to questions from a ComNews correspondent.
for recording online advertising has been created and is working, and that all market participants have been submitting information to it since September 1, 2022. The agency clarified that fines will affect unscrupulous advertisers who evade compliance with legal requirements.
Kokos Group conducted a finland whatsapp resource survey among a 100,000-strong database of small and medium-sized entrepreneurs and found out that despite the fact that this law has been known for a long time, many still do not understand what to do to avoid financial problems.
The company decided to find out whether entrepreneurs know which advertising tools require labeling and accounting by law. 35% of respondents found it difficult to answer. Only 55% of interviewed entrepreneurs have heard that contextual advertising is also labeled, 31% are aware that media advertising is subject to labeling, 29% know about targeted advertising, and 21% of respondents know that they need to get a token for advertising and PR articles. Only 16% understand that native advertising needs to be labeled, and 8% are aware that the law also applies to search engine optimization (SEO). At the same time, 10% of respondents mistakenly think that materials sent to their own databases using CRM marketing tools require external accounting.
Also, according to Kokoc Group, 27% of respondents will not believe in the law enforcement practice of fines for advertising until they see the law in action in practice, 26% do not think about it, but 47% are still afraid of punishment.
Earlier, ComNews reported on a study by the Association for the Development of Interactive Advertising in April and June 2023. More than half of the surveyed market players hold a negative opinion regarding this law.
Read also
Industry Unhappy with Online Advertising Labeling Law
As the ARIR study showed, over half of the respondents have a "negative" attitude towards the law. As of June, 56% of respondents expressed such an opinion. Only 7% of players perceive the new legislative initiative positively.
Lawyer and member of the Committee of the Chamber of Commerce and Industry of the Russian Federation on Entrepreneurship in the Sphere of Media Communications Pavel Katkov told a ComNews correspondent that the law creates an excessive regulatory burden on entrepreneurs, and it will be most difficult for small and medium businesses, and it is precisely these that the state needs to protect and grow. "The most reasonable solution would be to spend money on lawyers and build an internal system for managing this complex of regulatory risks. By implementing regulatory documents within the company that will not allow the advertising department to make mistakes, entrepreneurs can protect themselves from fines and losses," added Pavel Katkov.
VK, Yandex, Odnoklassniki, Rambler, Avito, Ozon, MediaScout (owned by MTS) and Wildberries did not respond to questions from a ComNews correspondent.