FAS publishes criteria for online advertising in markets and search engines

The new criteria complement the law adopted at the end of 2024 that, starting April 1, will force online advertising distributors to pay 3% of quarterly revenue to the federal budget. They will affect more than 7 million individual entrepreneurs and legal entities, as indicated in the summary report of the document.

According to the draft, the definition of online advertising will include information published not only on regular websites to attract the attention of consumers, but also on resources that are “intended to organize interaction between users for the purpose of buying and selling, exchanging or transfer”. <...> property.”

At the same time, reference information or analytical materials, even in the form of a product catalog, or advertisements of individuals or legal entities not related to commercial activities, are excluded from the concept of advertising, a representative of FAS clarified in a conversation with Kommersant. .

Easy Commerce director of media product development Grigory Bogachev told the publication that the new criteria will force classified feeds and marketplaces to label product catalogs and search results as advertising, which will increase costs. of companies and will lead to higher prices for advertising on these resources.

MTS noted that the bill does not propose new criteria for online advertising: they are already contained in the advertising law or in previous clarifications of the FAS. Wildberries, Yandex Market and Ozon declined to comment.