FAS recognizes information on marketplaces and search engines as advertising – Forbes

It should be noted that we are talking about information that is directed to an indefinite number of people, is intended to draw attention to a product or service and does not have the character of reference or analytical materials. The latter include search results, catalogs made in the same style and data about the products on the manufacturer’s website, as indicated in the document.

According to the criteria, advertising also does not include job advertisements, the free transfer of things or animals, reviews of products, sellers or manufacturers without drawing attention to a specific product or service.

The new rules will come into force on April 1, 2025 and will be in place for six years if approved by the government. The criteria developed by the FAS are a regulation that clarifies the amendments to the Law “On Advertising”, which provides for a collection from advertising distributors in the amount of 3% of quarterly income.

The Big Data Association (which brings together MTS, Beeline, Megafon, Yandex and other companies) believes that the current draft resolution allows advertisements and product sheets on markets to be classified as advertising. A representative of the organization stated that for companies this would mean “billions of costs and increased user fees”, and would also “negatively affect investment plans”.

Currently, advertising in classified ads and product cards is regulated by the Law “On Information”, so the seller is responsible for them, noted a Forbes source in the government. If they comply with the Advertising Law, the responsibility will fall on the platforms and classifieds, which must verify that the cards and advertisements meet the requirements, he added.

• Kommersant wrote in early October that they were going to introduce a new fee for the distribution of online advertising in Russia.

• In mid-November, Forbes sources in the advertising market reported that the corresponding bill was being discussed in the industry and was undergoing interdepartmental approval.

• Later, RBC clarified that the fee will be 3%, which will be charged to advertising distributors and advertising system operators.

• Lawyers interviewed by Kommersant expressed concern that the fee is charged twice, both from the site where the advertisement is placed and from the intermediary.