Ad labeling

Yandex ADO

As an advertising data operator, Yandex assigns a token to each creative before it is placed in Yandex Direct And adds the required “Ad” label. These terms are outlined in the offer which governs the placement process.

To ensure compliance with the labeling requirements set forth in the Federal Law "On Advertising", follow these steps:

You manage your own ads

If you manage your own ads, then you need to specify the advertising data in your Yandex Direct account, and Yandex will take care of the rest. To add data:

1. In the menu, click your login and select Advertiser data. On the Additional advertiser data page, provide information about yourself as the end advertiser (ad buyer):

   • Resident of Russia, individual:

     • Type of organization: “Individual (Russian Federation)”.
     • Full name.
     • Phone number.
     • INN (TIN).
   • Resident of Russia, organization:

     • Type of organization: “Legal entity (Russian Federation)”.
     • Name.
     • INN (TIN).
     • OKVED (Russian Classification of Economic Activities) code, only one per organization.
   • Resident of Russia, individual entrepreneur:

     • Type of organization: Individual entrepreneur (Russian Federation).
     • Full name.
     • INN (TIN).
     • OKVED (Russian Classification of Economic Activities) code, only one per organization.
   • Non-resident of Russia, individual:

     • Type of organization: “Foreign individual”.
     • Full name.
     • Phone number or the number of an electronic payment instrument: Number of the bank account or e-wallet used to pay for ad placements.
     • Code of the country of registration according to OKSM (you can look it up in the Russian National Classification of Countries).
   • Non-resident of Russia, legal entity:

     • Type of organization: “Foreign legal entity”.
     • Name.
     • VAT, registration number, or its equivalent: The state registration number of a legal entity or its equivalent in the company’s country of registration.
     • Code of the country of registration according to OKSM (you can look it up in the Russian National Classification of Countries).

   We recommend submitting as much data as possible.

2. Keep the I am the end advertiser option enabled. Click Save.

You are an agency representative and work directly with the client

Before placement

1. One by one, log in with each client username and select Advertiser data. On the Additional advertiser data page, provide information about the end advertiser (ad buyer):

   • Resident of Russia, individual:

     • Type of organization: “Individual (Russian Federation)”.
     • Full name.
     • Phone number.
     • INN (TIN).
   • Resident of Russia, organization:

     • Type of organization: “Legal entity (Russian Federation)”.
     • Name.
     • INN (TIN).
     • OKVED (Russian Classification of Economic Activities) code, only one per organization.
   • Resident of Russia, individual entrepreneur:

     • Type of organization: Individual entrepreneur (Russian Federation).
     • Full name.
     • INN (TIN).
     • OKVED (Russian Classification of Economic Activities) code, only one per organization.
   • Non-resident of Russia, individual:

     • Type of organization: “Foreign individual”.
     • Full name.
     • Phone number or the number of an electronic payment instrument: Number of the bank account or e-wallet used to pay for ad placements.
     • Code of the country of registration according to OKSM (you can look it up in the Russian National Classification of Countries).
   • Non-resident of Russia, legal entity:

     • Type of organization: “Foreign legal entity”.
     • Name.
     • VAT, registration number, or its equivalent: The state registration number of a legal entity or its equivalent in the company’s country of registration.
     • Code of the country of registration according to OKSM (you can look it up in the Russian National Classification of Countries).
2. Disable the I am the end advertiser option. Two more sections appear:

   • Under Attributes of the end advertiser’s counterparty, provide information about your agency as service provider for the end advertiser.
   • Under Attributes of the contract with end advertiser, provide the details of your contract with the client.

   We recommend submitting as much data as possible.

After placement

In the Reports section of your ADO account, a draft Yandex Direct report will appear after the 12th day of the month following the reporting month. It will contain the information you provided in Yandex Direct. Review and complete the report, then submit it to the state register. You need to submit the report by the 30th day of the month following the reporting month. For example, data for September should be submitted by October 30.

You are an agency representative and work with the client through an intermediary (contractor agency)

Before placement

1. One by one, log in with each client username and select Advertiser data. On the Additional advertiser data page, provide information about the end advertiser (ad buyer):

   • Resident of Russia, individual:

     • Type of organization: “Individual (Russian Federation)”.
     • Full name.
     • Phone number.
     • INN (TIN).
   • Resident of Russia, organization:

     • Type of organization: “Legal entity (Russian Federation)”.
     • Name.
     • INN (TIN).
     • OKVED (Russian Classification of Economic Activities) code, only one per organization.
   • Resident of Russia, individual entrepreneur:

     • Type of organization: Individual entrepreneur (Russian Federation).
     • Full name.
     • INN (TIN).
     • OKVED (Russian Classification of Economic Activities) code, only one per organization.
   • Non-resident of Russia, individual:

     • Type of organization: “Foreign individual”.
     • Full name.
     • Phone number or the number of an electronic payment instrument: Number of the bank account or e-wallet used to pay for ad placements.
     • Code of the country of registration according to OKSM (you can look it up in the Russian National Classification of Countries).
   • Non-resident of Russia, legal entity:

     • Type of organization: “Foreign legal entity”.
     • Name.
     • VAT, registration number, or its equivalent: The state registration number of a legal entity or its equivalent in the company’s country of registration.
     • Code of the country of registration according to OKSM (you can look it up in the Russian National Classification of Countries).
2. Disable the I am the end advertiser option. Two more sections appear:

   • Under Attributes of the end advertiser’s counterparty, provide all known information about the intermediary (contractor agency in a direct contractual relationship with the end advertiser).
   • Under Attributes of the contract with end advertiser, provide all known details of the contract between the advertiser and the intermediary (contractor agency in a direct contractual relationship with the end advertiser).

   If the advertising chain includes multiple intermediaries, specify the details of the intermediary that has a direct contractual relationship with the end advertiser.

After placement

In the Reports section of your ADO account, a draft Yandex Direct report will appear after the 12th day of the month following the reporting month. It will contain the information you provided in Yandex Direct. Review and complete the report, then submit it to the state register. You need to submit the report by the 30th day of the month following the reporting month. For example, data for September should be submitted by October 30.

Ad object description

Roskomnadzor requires submitting a description for each banner to the ERIR. This description must include the brand name, product category, and additional description of the banner's content. The description doesn't appear in the ad itself and is only available in your ERIR account. It's sent to the ERIR immediately after the ad passes moderation, as well as when you change the ad's text, image, or other asset.

Yandex Direct generates a description for each ad object automatically, using information from the ads you're placing (such as titles, texts, images, videos, and feeds). Automatically generated descriptions are not guaranteed to have complete and accurate information, so make sure to check them before sending the information to the ERIR. You can disable automatic generation and edit the description manually for Text & Image ads, Ads for mobile apps, Campaign Wizard, and display campaigns:

1. In the ad campaign, go to editing the campaign's ads.
2. In the selected ad, disable the option Automatically generate a description for the state register.

   
3. Enter a new description of up to 1000 characters. The description must include the brand name, product category, and a summary of the ad's content.

If you leave the field blank, the description is generated automatically after moderation.

You can't change the automatic description for campaigns where ads are created automatically from a feed or website (dynamic ads, smart banners, product campaigns).

For more information on what other data must be submitted to the ERIR and the deadlines for its submission, see Questions and answers.

Yandex trade secrets

Yandex may protect some commercial information about ads placed in Yandex Direct as trade secrets.

Before sharing advertising information with a third party, such as a third-party ADO, please review the terms and conditions of the Yandex Direct offer.

Questions and answers

How long does it take to get a token for placing an ad on Yandex services?

Tokens are generated automatically by the advertising data operator. The law doesn't establish the details of this process or its deadlines. Yandex Direct and Adfox generate and assign tokens to creatives automatically once you specify the necessary data and upload the creatives through the interface of these services.

What information do I need to provide to get an ad token in Yandex Direct?

To register a creative in Yandex ADO, provide basic information about the end advertiser under the appropriate section of the settings.

Where do I enter the necessary details in Yandex Direct?

Advertiser data should be specified in your Yandex Direct account, while the reporting information (if it's required under your placement model) should be provided in your Yandex ADO account.

What data can I submit via the Yandex Direct API?

The same data you would fill in in the Yandex Direct interface. We recommend submitting as much relevant data for each end advertiser as possible.

Do I need to get a new token if I change the creative while the campaign is running?

You need a separate token for each individual creative. This is done automatically for ads placed in Yandex Direct.

If a client has multiple OKVED codes, which one do I specify?

When adding a campaign or a banner, specify the OKVED code of the advertised product or service. It may be different from the main OKVED code of the advertiser's business.

I place ads in Yandex Direct and Yandex Business on my own. Does the law require any actions on my part?

If you place ads under a direct contract with Yandex Direct or Yandex Business and you meet the condition "one login (ClientID) = one end advertiser = one payer", then you only need to provide ad labeling data in your account with the relevant advertising service (Yandex Direct or Yandex Business). Yandex will submit the rest of the required information for you as part of the service's offer.

If there is missing information that you need to submit — for example, if you're not the end advertiser and require further detailing of the invoice with Yandex — you can provide this information in your Yandex ADO account interface.

Do advertisers need to sign any documents to send data from Yandex Direct or Yandex Business to Yandex ADO? How and when do I do this?

No additional action is required. Every time you enter information about a campaign in Yandex Direct or Yandex Business, you agree to the terms of submitting data to the ERIR defined by the offer of the respective service.

What should I do if the same account is associated with multiple payers or advertised businesses?

First of all, we recommend splitting the account into several logins according to the principle "1 account → 1 business → 1 payer".

If, for whatever reason, this isn't possible, fill in the data about one of the end advertisers using the service's interface, then submit the detailing information for all end advertisers through your Yandex ADO account.

Will a link work correctly if it contains a third-party tag (AdRiver, Weborama, etc.) as well as a token?

Ads placed using Yandex Direct run correctly even if they have third-party tags.