Ad tagging: useful tips for bloggers

A little less than a year ago, the law on advertising underwent significant changes. They affected absolutely all those who work in the online advertising market, including bloggers. And now, regardless of what exactly you specialize in, you will have to adapt to new trends and requirements. In particular, all advertising, whether it is an ordered product, promotion of certain goods on your page on a personal initiative, advertising of products on personal blogs must be marked without fail. The relevant information will be sent to the unified register of online advertising.

Now let's take a closer look at exactly what cases bloggers need to mark ads about, and whether there are exceptions to this. We will also tell you what information will need to be transferred to the unified register of online advertising both about yourself and about the placed creatives. Here are detailed instructions for labeling ads, which will greatly simplify the work of a modern blogger.

Let's get acquainted with situations when a blogger should mark ads

If you follow this legislative act, then all influencers can be both advertisers and creative distributors. And regardless of who you position yourself as, everyone is required to label ads. And here you need to understand that you will not succeed in shifting such responsibilities to some third party, because this very third party actually does not exist. Consider what actions an advertiser blogger should take, and what — creative distributor:

1. If you are an advertiser blogger. It is assumed that you order creative from other bloggers, or you advertise a certain product on your own initiative. In this case, you are obliged to transfer the necessary data to the unified register of online advertising or transfer these responsibilities to the person who will create advertising for you at your request. In the latter case, this point will need to be specified in the cooperation agreement or an additional agreement.
2. If you are an advertising blogger. As practice shows, most of the bloggers distribute the creative. Some broadcast ads on their pages in social networks or or in thematic communities. If the advertising customer has delegated the responsibility for submitting reports to the unified online advertising registry, then you will have to do it yourself — transferring these responsibilities to someone else will not work. At the same time, it is very important to fully comply with all these requirements, which are spelled out in the cooperation agreement.

Is it always necessary to label ads?

By and large, absolutely all advertising should be labeled. But, as with other rules, there are exceptions. You don't have to account for the creative if:

1. You, as a blogger, were simply invited to appear in a commercial for a particular product in the event that this material will be broadcast on third-party sites. This means that you cannot be called either the blogger who orders advertising or the one who distributes it.
2. You advertise your own product and distribute commercials via mailing list, email, or on your own social media accounts.
3. We are talking about advertising goods and services of social importance.

We would like to draw your attention to the fact that today there are no clearly established penalties for not labeling ads. This is due to the fact that the system has not yet been perfected. There are a number of unanswered questions that are of interest to both advertisers and specialists directly from the unified online advertising registry. But it's just a matter of time. As soon as all inconsistencies are eliminated, law enforcement practice will immediately take effect. It is important not to miss this moment here, otherwise you will have to pay quite a considerable amount of money.

It is optimal that you are already aware of this technology today and know what information will need to be sent to the unified register of online advertising when this direction is fully operational.

Data that bloggers must transfer to the unified online advertising registry

Today, the list of information that will need to be transferred to participants in the online advertising chain to Roskomnadzor has been agreed and approved in Russia at the legislative level. Whether you're an advertiser or a creative distributor, you'll need to report to the hub, including both personal information and the ad itself. Let's consider both options in more detail.

Personal data for transfer to the unified register of online advertising

In the report for the unified online advertising registry, both the advertiser and the advertiser will have to provide the following information about themselves:

• last name, first name, patronymic, identification number for individuals or OGRNIP number if you have a sole proprietorship;
• mobile phone number, as well as the address of permanent residence.

In the event that you work under an employment contract with an intermediary, then the center will also need to transfer data about him. But basically, a person acting as an intermediary represents a blogger-advertiser and concludes contracts on his behalf for the distribution of advertising on certain sites. Along with the full name, TIN, PSRNIP, phone number and address of residence, it will also be necessary to provide data on the functionality of the intermediary.

Information about advertising for transfer to the unified register of online advertising

Here, the amount of information that needs to be included in the report for the unified online advertising registry will be more impressive:

• general information about advertising: provided even before the company is launched, that is, before the ads are shown;
• type of advertising campaign, as well as the date when it will be shown to the audience, a list of sites where it is supposed to be broadcast;
• the so-called token (ad identification number), which is assigned to each creative by the operator of the advertising data;
• Impression statistics for the time the creative was broadcast, as well as the number of clicks that were made through the link contained in the video;
• advertising creative format, in particular, whether it will be text with pictures, online broadcast, etc.;
• the full amount of data on acts and contracts concluded between persons who were directly involved in the creation, launch and broadcast of commercials.

Here, the amount of information that needs to be included in the report for the unified online advertising registry will be more impressive:

• general information about advertising: provided even before the company is launched, that is, before the ads are shown;
• type of advertising campaign, as well as the date when it will be shown to the audience, a list of sites where it is supposed to be broadcast;
• the so-called token (ad identification number), which is assigned to each creative by the operator of the advertising data;
• Impression statistics for the time the creative was broadcast, as well as the number of clicks that were made through the link contained in the video;
• advertising creative format, in particular, whether it will be text with pictures, online broadcast, etc.;
• the full amount of data on acts and contracts concluded between persons who were directly involved in the creation, launch and broadcast of commercials.

Here it is very important to follow in detail the initially concluded agreement between the advertiser and the one who distributes the advertisement. All people who will have to send a report to the unified online advertising registry will indicate in it not only their intermediary agreement, but also the main document confirming cooperation with the advertiser.

How to label ads correctly: practical recommendations

As practice shows, most bloggers act as creative distributors. That is why we will provide instructions for labeling ads for such users. And here we will pay attention to the nuances of direct cooperation with the advertiser, as well as when working through an intermediary, in particular an agency:

1. Direct cooperation with the advertiser. Over 70% of contracts are concluded directly with the advertiser. If you are one of those, then before the start of the creative display, you need to register your product in the personal account of the advertising data operator. That is, you download the ad itself, get an identification number for it. Also, you will need to have at your disposal full information about the advertiser himself, as well as a cooperation agreement with him. Once the advertising campaign is over, you will have a thirty day period in which to prepare a progress report. Information from the certificate of completion, including detailed information on the money spent, advertising statistics should also be transferred to the personal account of the advertising data operator.
2. Cooperation with an advertiser through an intermediary. Often a specialized agency acts as an intermediary. It is with him that the advertiser concludes a contract for the provision of services. The agency's responsibility is to find bloggers who will fulfill the terms of cooperation. Works here are also carried out on the basis of a contract. That is, at the output we have 2 documents: the original one, with the customer, and the other – with a performer. In this case, the creative distributor sends to the personal account of the advertising data operator the attributes of both contracts, as well as the detailed content of the advertising creatives necessary for the ad to be assigned a token. Upon completion of the work, the blogger must also send a report on the work done to the personal account of the advertising data operator within 30 days. That is, in this case, the agency plays the role of an intermediary that provides financial guarantees to both the advertiser and the distributor of the creative.

Recommendations for labeling ads in different formats

Today, the labeling of a creative in the field of targeted and contextual advertising has already been fully agreed upon and no who does not have any questions about its mechanisms. The situation with bloggers today is rather uncertain, since the technology itself is still at the stage of its formation and improvements. But still there are a number of points that you can already focus on. We would like to draw your attention to the fact that there are different requirements for labeling advertising, depending on the format of the content in which it will be provided to the market:

1. Audio and video broadcasts. Such advertising must be marked even before it is allowed to be broadcast in RuNet. The only exception — online broadcasts. In this case, they can be registered after the launch. As soon as the broadcast is completed, the token identification number, along with the advertiser's data, is added to the comments to the video or directly to the video description itself. The full video with the broadcast is uploaded to the personal account of the advertising data operator, even if the advertising creative was mentioned only in one moment, and then only in passing. But here it is important to understand that, for the most part, there are restrictions on the amount of data uploaded to personal accounts. If your video takes up a lot of space, you will need to save it in the cloud, and the specialist will already provide a link to this file.
2. Posts and stories posted on social networks, which are currently prohibited in the Russian Federation. It turns out that individuals can use such products, but they are not allowed to finance them. But if a blogger orders advertising or directly receives money for the completed order, then this is interpreted as funding the blogger, and not the social network. Moreover, you won't even have to account for labeling such ads. The only thing that is required is to simply add the necessary information at the end of the text description of your post. If advertising is provided in the form of stories, then the description as such is not provided here. In this case, the only thing you can do is place the token in your follow-up story after the ad. Similar recommendations must be followed by those who work with the social network VKontakte. We would like to draw your attention to the fact that you will not be able to work directly with social networks that are currently banned in the Russian Federation. In this case, the best solution would be to use mobile proxies from the MobileProxy.Space service. More details about the features and functionality of this product can be found at the link https://mobileproxy.space/en/user.html?buyproxy .
3. Podcasts. Today, the procedure for labeling a podcast is not officially regulated by Roskomnadzor. But still, despite this, advertising data operators strongly recommend that you receive a token and place it along with data about the advertiser and a mark with the word "Advertising" in the first comment or in the description of the podcast. Here it will be possible to issue only one token for all podcasts that have the same content, but are released on different sites. In the event that the content of the advertisement or the format of its presentation still changes, the creative will be considered different and, accordingly, a separate identification number will be assigned to each of them.
4. Carousel posts, videos in Telegram. So under the carousel for social networks include 10 pictures with text or graphic content. The advertiser's identification number and data can be specified both directly in the carousel itself and in the description below it. The full text and all pictures are uploaded to the personal account of the advertising data operator, despite the fact that one token will be assigned to this entire combination. By video in a telegram, we mean the video messages of the channel owner, represented as a circle. Unfortunately, today it is impossible to mark such advertising: it is not possible from a technical point of view. But, work is underway to eliminate this problem. In order not to take risks and not run into a fine, today you can simply indicate the number of the token and the advertiser in a text message, which will immediately follow such a video message in a circle. However, you will still have to upload such a video to the advertising data operator's personal account as advertising content.
5. Streams. This version of advertising content is also currently under development. The problem is exacerbated by the fact that most of the modern sites designed for streaming cannot yet implement advertising accounting from a technical point of view. To mark such advertising today, you will have to download your streams to your computer, create a video file, often in the form of a link to cloud storage, and transfer all this to the personal account of the advertising data operator in order to get an identification number. After that, you will need to return to the stream again and add the received token to its description.

Once again, we would like to draw your attention to the fact that you will not be able to organize most of the work related to the preparation of advertising content and its display to the target audience without connecting mobile proxies from the MobileProxy.Space service. This is the solution that will provide you with complete anonymity and security of networking, reliable protection against any unauthorized access, effective bypass of regional blocking, as well as the ability to work in multi-threaded mode with social networks, instant messengers and other sites. A technical support service is also at your service. You can contact them via the built-in chat or via Telegram.

You can also find out a lot of useful information in the block FAQ.

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