Many market players assess the law on the digital advertising accounting system as raw and undeveloped, and fear that such a legislative initiative will lead to an even greater decline in the activities america cell phone number list of advertising agencies, which have already suffered greatly due to the departure of large foreign brands. The law on Internet advertising now covers all targeted, contextual and media advertising on the Internet, and a new regulatory and supervisory body has been created within the framework of Rospotrebnadzor.
The law is expected to provide greater transparency in the advertising market and protect consumers from unfair advertising. Now any user can complain about fraud by identifying the end customer of unfair advertising. On the other hand, the end advertiser can track the entire chain of placement of their advertising, including all contractors from advertising agencies and the system, using reporting.
The legislative act has already entered into force, and therefore all participants in the advertising market, at the time of writing this article, are required to transfer information about advertising campaigns to the Unified Register of Internet Advertising (ERIR).
The data is collected and sent from advertisers to ERIR through official representatives — advertising data operators. The following are named among the OPRs so far: VKontakte, Yandex, Mediascout (MTS); OZON-ORD; ORD-A (AmberData); ORD-Development Laboratory (SBER); Pervy ORD (VimpelCom), — but there is no final list of active OPRs yet. September is being held in pilot mode, and from November, the accounting of advertiser data will begin everywhere.
Before launching an advertisement, you must provide information about the end advertiser (the company or entrepreneur who is the object of the advertisement), the advertising distributor (advertising agencies, freelancers), the advertising system operators and the creative data.
This data is limited to the details of legal entities: the full name of the advertiser company, TIN, OGRN/OGRNIP and verified phone number for foreign advertisers, legal address and location of the company, information about the director and acting director if necessary, or the person with a power of attorney to manage the company and sign documents, a list of advertising services provided, contract number, date of conclusion, contract amount with VAT.
