How to mark advertising materials without errors after receiving tokens from the ORD?

Example #2:

Here the webmasters did not use the banner menu to specify the labeling attributes. Attributes were applied over the banner. They must be visible and readable at the request of Roskomnadzor. Otherwise, it may happen that the parsing robots of Roskomnadzor will not be able to technically fix the marking attributes in full. As a result, there is actually a marking, but Roskomnadzor will not have full data on it. The result is a fine. Naturally, in this case, you will have to prove in court that, on your part, you have done everything necessary to comply with the law on advertising labeling, but this has not been technically determined by Roskomnadzor. As a result, nerves and wasted time. You have to be very careful when marking.

Example #3:

Here, with the help of the banner menu, all the necessary attributes of advertising labeling were sewn up. I specially selected this banner as a separate example (systemically it resembles Example No. 1). The bottom line is that this banner is placed through the Yandex Direct system. When copying a link or clicking on a banner, you will not see the erid token anywhere in the link. The fact is that, with the permission of Roskomnadzor, each OPC (advertising system operator) can encode a link. When it is decrypted on the ERIR server (the unified register of Internet advertising – a product of Roskomnadzor), the same erid token that was received in the ORD will be unpacked. The #….. indicated in the ERIR banner, apparently, is the same decryption key.
Here is the official answer of Yandex, if anyone is interested in this question

However, we will continue to consider promotional materials.

  1. Not clickable banner

Placement of advertising marking attributes:

Let’s say this banner is not clickable.
In reality, I did not find such a solution on the Internet, so I made the marking with my own hands in an artisanal way without Photoshop). Systematically, it will look like this. As a result, we apply all the markings on top of the banner in a readable form.
Either (by analogy with the previous examples) place all attributes in the banner menu or in a combined form – leave “Advertising” over the banner, and sew the legal entity and token into the banner menu (as an option)

  1. Text-image ad (not clickable and there is no link to the advertiser’s Internet resource in the text)

Placement of advertising marking attributes:

  • Advertising. LLC “Romashka” place at the bottom of the ad

  • Token erid:xxxx only at the beginning of the text

These formats of advertising materials are found on any Internet resources, including as classic posts in social networks.

This is how the ideal marking of advertising material looks like in this case (my point of view)

Example #1:

Sometimes it is possible to have this option when placing attributes

In this case, the attributes are Advertisement. LLC “Romashka” are printed on the banner, and the token is indicated at the beginning of the text block. This option is also acceptable.

Example #2:

The third schematic version is the following. It is sometimes used, but I do not consider it correct. Calling this option a mistake is not worth it, but Roskomnadzor has no opinion on this option at the moment

In this case, all attributes are applied to the banner in a text-graphic block. I emphasizeI advise you to use the first schematic option indicated above.

Example #3:

  1. Text-graphic ad (the text contains a link to the advertiser’s Internet resource)

    Placement of advertising marking attributes:

These formats of advertising materials are found on any Internet resources, including as classic posts in social networks.

Schematic layout of advertising marking attributes

Similar to the previous section, I recommend using the first option (on the left) as the classic ideal for ad labeling law enforcement.

Example #1:

As we can see, this is a classic ideal option (the diagram on the left – see above). The token is embedded in a link in the text

Example #2:

In this case, the attributes are Advertisement. LLC “Romashka” is indicated on the banner, e token is sewn into the link

  1. HTML banners

Placement of advertising marking attributes:

  1. Video

Placement of advertising marking attributes:

Example #1:

A fragment of an advertising video is shown, where all the marking attributes are present on top of the video. Everything is fine.

Example #2:

As we can see, all marking attributes are available here, but erid: is not registered for the token. Yes, as such, the token is present at the very end of the text, but without specifying erid. The robot of Roskomnadzor (ERIR) simply does not consider it. This is mistake.

  1. Mugs in Telegram

Placement of advertising marking attributes:

All marking attributes are written in the next post. The recommendation for such placement of marking attributes was voiced directly by Roskomnazor for this case (circle in telegram)

  1. Podcasts

Placement of advertising marking attributes:

  1. Email newsletters, articles and other publications

Placement of advertising marking attributes:

Focus on the description that was given in p.p. 3 and 4

Errors when applying advertising marking attributes

Mistake #1:

As indicated in paragraphs. 3 and 4 token in text and text-image ads MUST be at the top of the text. This is the condition of Roskomnadzor. In this case, the token is listed at the bottom, which is an error.

Mistake #2:

The token is correctly wired into the link and other marking attributes are indicated below. However, the token is duplicated and also listed below, which is an error (see paragraphs 3 and 4). How Roskomnadzor will react to this is unknown. My position is, if you indicate a duplicate of the token (it is enough to indicate it in the link), then it must be indicated in the correct place, i.e. up. Otherwise, an ambiguous situation may arise when the robot sees the incorrect location of the token in the advertising material and may fix the error. And mistakes are also penalized. Therefore, it is better not to play with fire and not to indicate duplicates of the token in the wrong place.

Mistake #3:

In this case, everything is done correctly and the attributes are located correctly. BUT BUT BUT the token is duplicated again and placed at the top of the text. Everything seems to be in order. However, the abbreviation of the token is written in Cyrillic, which is unacceptable. Only so – erid. This may also be recognized by the ERIR as an error. Finally a fine.

Mistake #4:

I have already mentioned this case above. Here the token is present, but spelled out without the abbreviation erid:
This is mistake


If the video format is convenient for you to get acquainted with the expertise on this issue, then here is my footage on this topic

I hope that this material will be interesting and useful for you in the implementation of the law on advertising labeling.

Similar Posts

Leave a Reply

Your email address will not be published. Required fields are marked *