A law on the accounting system for internet advertising has come into effect in Russia today (September 1).
ComNews reports that the legislation, which requires all targeted, contextual and display advertising on the internet to now be marked accordingly, to be unprecedented for the Russian market and to not be well developed. It has also clearly shocked many in the industry.
Specifically, the legislation requires market participants to transfer information about advertising campaigns, including audience parameters, to a single accounting system. If a foreign person operating on the internet in the territory of the Russian Federation does not provide information about advertising, coercive measures may be applied against them.
Quoting the regulator Roskomnador (RKN), the report adds that seven companies, including Yandex and VKontakte, have applied for the role of an advertising data operator (ORD). These will assign a unique identification number to each creative (advertising message). It can be used to ensure the traceability of advertising, from customer and contractor data to spent budgets.
Data about each advertising creative and the cost of the campaign will need to be transferred to the RKN, to the Unified Register of Internet Advertising (ERIR). The changes will affect everyone who works with online advertising, including agencies, customers, advertising operators and bloggers.
