At least 5 percent. The President of Russia signed the law on social advertising
On April 30, Russian President Vladimir Putin signed a law regulating the placement of social advertising on the Internet. The document was published on the official portal of legal information.
The new law introduces a mandatory quota of 5% for the placement of such advertisements. At the first stage, the document will touch upon the largest services Yandex, Mail.ru, Rambler, Google and Facebook. Similar regulations are already in place for TV ads and banner ads.
The document plans to create a monitoring system for Internet sites and a single placement operator. This non-profit organization will receive predicted values of advertising volumes from advertising distribution sites and post social content within a five percent share.
The operator will keep records of advertising formats and areas provided by the owners of information resources, and annually report on the placement of social advertising.
The requirements of the law will apply to the owners of information resources targeted at the Russian audience, and which are visited daily by more than 100 thousand users. Exceptions apply to media sites.
The Russian government, upon the recommendation of the Ministry of Digital Development, will determine the operator of social advertising. Also, the Cabinet will have the authority to determine the criteria for classifying information as social advertising.
Additional restrictions will be imposed on the accommodation operator. In particular, he is prohibited from transferring information received from advertising distributors to third parties, using such information for purposes not provided for by the advertising law, and also charging advertisers for distributing social advertising.