Ads on Instagram* must be labeled as required by law. According to Roskomnadzor (RKN), a blocked social network’s non-compliance with Russian laws gives it a non-competitive advantage.
This was announced by the head of the department of organizational development and information technology of the RKN, Alexander Zaveryachev, in a response letter to the president of the Association of Bloggers and Agencies, Tatyana Ivanova. Vedomosti has reviewed a copy of the letter. Until now, the service had not officially formulated its position on the labeling of advertising on Instagram*.
Vasily Yashchuk, managing partner of Rodnaya Speech Group of Companies, believes that RKN’s position “actually legalizes the right to place advertising on the content of influencers on a prohibited social network and takes the problem out of the gray zone.” However, most likely, a significant part of advertising on this social network will remain untagged, thinks Anna Kozyreva, head of the social media marketing department at OMD OM Group. In her opinion, brands that remain active on Instagram * understand that once tagged, “they could be punished for supporting an extremist organization.”
The Internet Advertising Labeling Law came into force on September 1, 2022. Now each advertising material must be marked with the corresponding brand, information about the advertiser and a token for data registration must be indicated. And as of September 1, 2023, the rule on fines for violating the law on online advertising labeling came into force. Distribution of advertising on the Internet without an identifier or in violation of the requirements for its placement entails a fine of up to 100 thousand rubles for individuals, up to 200 thousand rubles for officials and individual entrepreneurs and up to 500 thousand rubles for legal entities. .
Experts interviewed by RB.RU noted that the share of the gray advertising market after the introduction of fines should decrease by 30-40%, but sanctions will not completely solve the problem: any unscrupulous actor in the market will find a way to avoid it. any of the locks. In addition, small market participants may also be affected.
*belong to Meta, recognized as an extremist in the Russian Federation and included on the terrorist list.
Author:
Karina Pardaeva
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
